What Experience UK does

Experience UK is a not-for-profit trade association registered as Experience UK Media Ltd (Company No. 11705991) that represents British companies engaged in designing, creating, operating, and delivering visitor experiences and attractions. Founded in 2009 and headquartered in Manchester at Piccadilly Plaza, the organization serves as the UK's leading industry body for the experience economy, having merged with ALES UK in 2020 to broaden its representation across operators, suppliers, creators, and cultural venues. It is supported by the UK Government's Department for Business and Trade as its principal stakeholder, providing members with policy access, export support, and international trade advocacy.

The organization operates a tiered membership model with four distinct categories — Experience Creators (£200–£1,900+VAT/year), Experience Operators (£995–£5,000+VAT/year), Place Shapers (£1,500–£7,500+VAT/year), and Future Talent (£50+VAT/year) — pricing differentiated by turnover, scale, or career stage. Its go-to-market is sales-led and event-driven, with distribution centered on the website directory (205+ members), IAAPA Expo Europe UK Pavilion participation, trade missions, Experience Talks roundtables, networking mixers, and webinars. Beyond subscriptions, the organization monetizes through commercial partnerships (UCARGO, Blooloop, AEA Consulting, TendersInfo, Leisure Development Partners) and a publications portfolio that includes the annual Experience UK Guide, The Experience Economist market reports, procurement directories for museums and theme parks, and member-only market intelligence reports. Revenue is not publicly disclosed.

The leadership team comprises a small core staff (1–10 employees) headed by CEO Ian Clappison and Chairperson Richard Parry, supported by an Executive Board of industry veterans from Katapult, DJ Willrich, Emily Smith Associates, Lodestar, and The Deluxe Group. The organization does not develop proprietary technology products and its competitive position rests on its cross-segment network of members, government-affiliated international distribution, and brand authority within the UK experience economy rather than on software or AI capabilities.

Name

Experience UK

Legal name

Experience UK Media Ltd

Website

https://experienceuk.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Experience UK is a not-for-profit trade association representing British companies that design, create, and deliver visitor experiences and attractions. It offers tiered membership, international trade show access via UK Pavilions, market intelligence publications, government advocacy, and networking events across the experience economy.

Ownership category

akta.pro rank

Product category

Industry Trade Association

NAICS

Convention and Trade Show Organizers (56192), Other Amusement and Recreation Industries (7139)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Travel Support & Pre-Trip/On-Trip Personal Assistance (HSACAIAK)

akta.pro secondary industries

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH), Adventure Park Ticketing, Access Control & Guest Operations Services (THAAACAH)

Keywords

• Trade association services
• Experience economy
• Visitor attractions industry
• Membership organization
• Trade body services

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Fees: Experience UK generates revenue through annual membership fees charged across four membership categories: Experience Creators (from £200–£1,900 + VAT/year based on company turnover), Experience Operators (from £995–£5,000 + VAT/year based on scale), Place Shapers (from £1,500–£7,500 + VAT/year based on organization size), and Future Talent (£50 + VAT/year for students and early-career professionals).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Experience UK is a not-for-profit trade association that represents UK companies engaged in designing, creating, operating, and delivering visitor experiences and attractions. It offers four tiered membership categories (Experience Creators, Experience Operators, Place Shapers, Future Talent) and supplements membership with publications, market intelligence reports, trade show pavilions, advocacy with government, and networking events to help members access international opportunities.

Product overview

Experience UK operates as a trade association offering a platform-based membership model with four distinct tiers: Place Shapers, Experience Operators, Experience Creators, and Future Talent. The organization supplements membership with a portfolio of publications including the annual Experience UK Guide, The Experience Economist market reports, Annual Reports, and specialist procurement directories. Event offerings include the Experience Talks programme, IAAPA Expo Europe UK Pavilion participation, networking mixers, and webinars. The organization also provides a members directory platform for business discovery and connections. Rather than a unified software product, the portfolio represents a service ecosystem designed to support UK companies operating in the experience economy with market intelligence, networking, advocacy, and promotional opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Place Shapers Membership Membership package for developers, landlords, local authorities, cities, destination managers, and asset owners looking to activate spaces and create experience-led destinations. Provides access to operator pipelines, placemaking insights, and strategic partner introductions.
• Experience Operators Membership Membership for organisations that own, run, or manage attractions, venues, and visitor experiences including theme parks, museums, leisure operators, and cultural venues. Offers investor introductions, developer connections, and expansion opportunities.
• Experience Creators Membership Membership for businesses and professionals who design, build, produce, or supply experiences including creative studios, technology providers, consultants, fabricators, and exhibition specialists. Provides access to live projects, client introductions, and global market opportunities.
• Future Talent Membership Entry-level membership for students, graduates, apprentices, and early-career professionals looking to build a career in the experience economy. Offers networking access, industry insights, and career pathway guidance.
• Experience UK Guide Annual publication introducing the UK's globally renowned experience economy. Highlights leading UK companies, innovative projects, and cutting-edge products shaping cultural attractions and destinations worldwide.
• The Experience Economist Research publication from Leisure Development Partners exploring dynamics of global attractions markets including Asia-Pacific, Americas, Europe, and China. Provides market analysis, consumer behavior insights, and investment opportunity assessment.
• Experience UK Annual Report Comprehensive overview of Experience UK's activities including membership growth, financial performance, international trade activity, and sector insights from annual member surveys.
• Museums, Arts & Culture Procurement Directory Flagship directory showcasing UK creativity and expertise across museums, galleries, and cultural destinations. Connects developers and operators with trusted UK suppliers spanning design, interpretation, fabrication, digital, and visitor experience services.
• Theme Park Procurement Guide Definitive resource showcasing the UK's world-class supply chain for the global theme park and visitor attractions industry. Features companies across experience design, architecture, ride systems, immersive technology, and operational services.
• Experience Talks National stakeholder engagement and advocacy programme bringing together experience economy professionals. Includes regional events, webinars, roundtables, and industry sessions.
• IAAPA Expo Europe UK Pavilion UK Pavilion at IAAPA Expo Europe providing members with international visibility, trade connections, and export opportunities. Experience UK facilitates participation in trade missions and buyer introductions.
• Global Location-Based Entertainment Market Report Report on the fast-growing sector of immersive, technology-driven experiences in venues like theme parks, malls, and museums. Covers VR/AR technologies and themed experience development (member-only access).
• Members Directory Online searchable directory connecting members with potential clients, partners, and industry professionals. Includes company profiles, contact information, and capability listings.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, flagship, strategic and supporting.

• KatapultcoreStrategic or Co-development Partner · 1 January 2022Katapult served as concept design partner for creating an experiential pavilion at IAAPA Expo Europe 2022. The partnership radiates Best of British at major trade shows and demonstrates how UK creative and technology-led companies can drive the future of visitor experience. Plans exist to work with Katapult on more innovative spaces at future trade shows.
• Department for Business and TradeflagshipStrategic or Co-development PartnerExperience UK's principal stakeholder is the UK Government's Department for Business and Trade. This partnership helps raise the profile of the UK Experience Economy across global sectors and supports members in garnering new business across international visitor experience projects. The relationship provides access to export support, trade missions, and policy influence.
• BlooloopcoreGTM or Marketing PartnerBlooloop is a leading online platform and media company providing news, insights, and resources for professionals in the global visitor attractions industry. Founded in 2005, Blooloop focuses on theme parks, museums, zoos, aquariums, and immersive experiences. The partnership provides media coverage and industry visibility for Experience UK and its members.
• UCARGOcoreGTM or Marketing PartnerUCARGO is the Official Shipping & Logistics Partner for Experience UK, providing members with trusted global freight forwarding and supply chain solutions. Specializes in supporting businesses in themed entertainment, visitor attractions, museums, live events, exhibitions and immersive experiences, delivering complex projects around the world.
• AEA ConsultingstrategicStrategic or Co-development PartnerAEA Consulting is an international advisory firm specializing in cultural, creative, and visitor attractions sectors. Founded in 1991, the firm works with museums, performing arts organisations, theme parks, and developers on strategic planning, economic analysis, and feasibility studies. Serves as Insights Partner for Experience UK.
• MediaCo GroupsupportingGTM or Marketing PartnerMediaCo Group supports Experience UK members with specialist large-format print and display production for transforming spaces into immersive environments. Services include floor graphics, wall murals, custom installations, and fabric production up to 5 metres high.
• TendersInfosupportingGTM or Marketing PartnerTendersInfo is one of the largest global procurement companies providing a comprehensive database of international tenders, projects, and contacts. Experience UK supplies daily tender alerts to members, bespoke project reports, market intelligence, and access to a vast database of global contacts.
• Leisure Development Partners (LDP)coreStrategic or Co-development PartnerLeisure Development Partners is a leading consulting practice focused on leisure and entertainment real estate. LDP provides market and economic testing for new projects and existing operations, supporting the development, investment and operations communities. They support Experience UK on various initiatives and produce The Experience Economist publication.
• Plaster Creative CommunicationssupportingGTM or Marketing PartnerPlaster is an independent Bristol-based communications agency specializing in creative, strategic campaigns across technology, culture, and visitor attractions sectors. Provides integrated services including digital content creation, branding, social media, film, and web development as Press and Media Channel Partner.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• American Alliance of Museums: Largest US museum trade association; performs an analogous function to Experience UK for North American museums and cultural venues, with similar advocacy, events, and accreditation programs but serving a different geography.
• UK Theatre: UK trade association representing theatres and live performance venues; comparable UK membership-based trade body with a similar structure of tiered membership, advocacy, and events, though serving a different sub-sector of the live experiences economy.

Broad incumbents

• WTTC (World Travel & Tourism Council): Global industry body representing the broader travel and tourism private sector; a much larger, more established umbrella body whose policy and research influence overlaps with Experience UK's advocacy role for UK experience-economy members.

Direct peers

• ALVA (Association of Leading Visitor Attractions): UK trade body representing the country's most-visited attractions (theme parks, museums, heritage sites); directly comparable UK-based trade association with overlapping operator members and complementary advocacy role.
• IAAPA (International Association of Amusement Parks and Attractions): Global trade association for the attractions industry; runs IAAPA Expo (the world's largest attractions trade show where Experience UK organizes the UK Pavilion) and serves as the international counterpart to Experience UK's UK-focused role.
• Themed Entertainment Association (TEA): International non-profit association representing creators, developers, and operators of themed entertainment experiences; shares Experience UK's core member base of experience creators and operators and offers similar industry events and Thea Awards.
• Museums Association: UK membership body for museums and gallery professionals; serves a substantial subset of Experience UK's Place Shapers and Operators (cultural venues), with overlapping advocacy, events, and publications functions.
• ETOA (European Tourism Association): European trade association for tour operators and tourism suppliers; comparable membership-based trade body offering networking, advocacy, and events to European experience-economy suppliers, with overlapping inbound tour and destination-experience focus.

Emerging players

• TiLE (Theatres, Immersive, Leisure & Entertainment): European conference and networking event for themed entertainment, immersive, leisure, and attractions suppliers; adjacent platform with overlapping attendee base of experience creators and operators served by Experience UK.
• Blooloop: Leading online media platform and conference organizer for the global visitor attractions industry; operates as an information layer and event producer overlapping with Experience UK's content, directory, and events offering, though not a traditional trade association.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ExperienceUKorg
• LinkedInlinkedin.com/company/experienceuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experience UK