UK cities see surge in immersive escapism economy

A new report titled the Experience Economy Index, produced by Grant Thornton UK in collaboration with Experience UK and King’s College London, highlights a significant rise in the ‘escapism economy’ across the UK.

In Manchester, approximately 1.3 million people participated in immersive experiences over the last year, contributing an estimated £303 million to the North West economy. Popular attractions include The Crystal Maze LIVE Experience, Chaos Karts, and LUMINISCENCE.

In the Yorkshire and Humber region, around one million people attended immersive events, generating £425 million. Notable attractions in Leeds include the virtual reality experience Titanic: A Voyage Through Time.

Consumer research indicates that the shift toward participatory entertainment is driven by a desire for lasting memories, quality time with others, and a break from daily routines. Additionally, 40 per cent of respondents noted that digital overload is encouraging a preference for activities that promote being present in the moment.