Featured in this report: Culture, heritage & leisure
This report explores what value really means to UK leisure audiences today, and how perceptions shift depending on whether a venue is free to enter or charges admission. It was produced internally by DJS Research’s culture, heritage and leisure specialists, reflecting our team’s commitment to investing in independent research that supports the sector – not just project-based work.
Based on a nationally representative survey of 1,045 adults (fieldwork conducted November 2025), alongside follow-up conversational interviews, the research shows that value is multi-dimensional. While price matters, people also weigh up the overall experience, time investment, travel costs, added extras, and how a day out compares to alternatives.
The findings highlight growing sensitivity to hidden costs and pricing tactics, alongside a stronger need for reassurance that something will be 'worth it' before committing. Importantly, confusion around whether venues are free or paid is widespread – and this lack of clarity can significantly reduce perceived value.
The report concludes with practical recommendations to help leisure venues strengthen value perceptions through clearer pricing, stronger quality signals, and more compelling communication of the total visitor experience.
