Leisure Intentions 2024: Museums & Galleries

Understanding the Leisure Intentions of UK Households. Exploring people’s behaviours, attitudes and future plans – and the implications for cultural destinations and the wider leisure sector. In Summer 2023, Mustard conducted a survey with a sample of n=638 UK consumers aged 18+. We set out to understand how consumers in the UK are navigating the cost-of-living crisis and the implications for the leisure and tourism sector in terms of attitudes, current behaviour and future intentions.