With twenty years’ experience in corporate communications and digital marketing, Counterculture Associate Ema Linaker gives us her top five trends shaping UK culture, entertainment and the hospitality sectors. What, exactly, is needed to drive forward sector-focused growth and innovation? In the year ahead, the UK’s culture, entertainment, and hospitality industries are expected to be dominated by trends that merge digital innovation with real-world experiences, offering consumers more interactive, personalised, and immersive environments. Here are my top five predictions set to redefine these industries in the coming year.
Prediction 1: Immersive and Interactive Experiences Will Drive Entertainment
The entertainment industry is bringing fans closer to the action through the integration of augmented reality (AR), virtual reality (VR), and mixed reality (MR) into concerts, theatrical performances, and even museum exhibitions. Audiences today, particularly Gen Z, crave engagement beyond passive viewing. This has led to a surge in immersive pop-up events and digital exhibitions, where attendees actively participate, interact, and even co-create the experience. As subsidies come under more and more pressure could there be revenue generation opportunities in offering digital only paid for (or give what you can) experiences to reach wider audiences?
How It Works in Practice:
Festivals and concert promoters are incorporating VR headsets to allow audiences to watch their favourite bands from an entirely new angle, or to experience backstage access, virtually.
The British Museum’s immersive VR galleries, bring historical artefacts to life through interactive storytelling; while the Frameless immersive art exhibition takes you on a journey between four themed galleries allowing you to experience artwork by Vincent Van Gogh, Max Ernst, and Salvador Dalí.
Dance and theatre companies are embracing digital technology too, with innovative new ways to utilise visuals to enhance audience immersion and experience. Pioneering dance and artist-led creatives, the Alexander Whitley Dance Company, are at the forefront of creating multi-disciplinary performance experiences across a range of platforms, from stage to digital.
Otherworld: With locations in London and Birmingham, Otherworld offers a virtual reality arcade combined with a sensory immersion experience, transporting visitors to different worlds through advanced VR technology.
Definitely expect to see more hybrid events combining in-person and virtual elements, allowing audiences to experience the best of UK entertainment.
Key Drivers:
- Increased demand for paid for experiential events
- Rising affordability and accessibility of VR and AR technologies
- Tech-savvy consumer base that values personalised experiences
Prediction 2: AI and Personalisation Transforming Hospitality Services
Looking ahead, AI-powered concierge services, personalised dining recommendations, and automated check-ins are expected to become the industry standard, especially in high-traffic tourism areas. AI chatbots and virtual assistants will offer seamless, multilingual support, catering to diverse tourist demographics.
Luxury hotels and major chains are already experimenting with AI-driven customer service, and in the coming year, boutique hotels and mid-range accommodations are likely to follow suit.
Case Studies:
The Marriott Hotel has launched several internal pilots, including an AI-powered virtual assistant called RenAI, a chat interface that delivers relevant, local recommendations to guests.
The O2 Arena in Southeast London, uses AI-based analytics to streamline the customer experience, from parking to finding the best seats. In addition to self-order kiosks and self-pour drink stations, they recently launched Self-Serve bars, a food and drink experience that lets guests tap in with a contactless payment, select their items, and leave without a traditional checkout. Made possible by Amazon’s Just Walk Out technology, the technology aims to speed up service, so that visitors can have more time to enjoy the entertainment.
Seventy percent of Airbnb hosts are incorporating artificial intelligence to optimise rental rates, as a study has shown that improving a guest’s experience with AI can lead to a 20% increase in repeat bookings.
Consumer Impact:
It will become the norm for guests to receive personalised dining recommendations, loyalty perks based on past visits, and customised itineraries.
Key Drivers:
- Growing interest in hyper-personalised travel experiences
- AI technology advancements making services more accessible
- Competition among venues to offer high-end, tech-driven customer experiences
Prediction 3: Revival of Hyper Local Cultural Narratives
In 2024, the UK cultural sector is witnessing a resurgence of hyperlocal storytelling and community focused projects. This trend sees cultural institutions embracing the histories, voices, and traditions of their immediate communities, offering audiences a deeper connection to place and identity. It responds to growing demand for authenticity and personal relevance in cultural programming.
Examples:
The Manchester Jewish Museum: This institution combines immersive storytelling with community outreach to explore Manchester’s Jewish heritage, offering food tours, storytelling workshops, and interactive exhibitions that bring local history to life.
The Black Cultural Archives, Brixton: Dedicated to preserving and celebrating Black British history, the archive partners with local communities to cocreate exhibitions, events, and oral history projects that centre on hyperlocal narratives.
The Story Museum, Oxford: Through exhibits like “City Stories,” this museum engages with Oxford residents to tell the lesser known tales of the city, blending community input with immersive exhibition design.
Consumer Impact:
Audiences increasingly seek cultural experiences that feel personal and reflective of their surroundings. Hyperlocal initiatives foster a sense of ownership and pride, encouraging deeper engagement with cultural institutions and local heritage.
Key Drivers:
- Demand for Authenticity: Consumers are drawn to narratives that resonate with their lived experiences or offer a fresh perspective on their communities.
- Decentralisation of Culture: A push to shift cultural focus away from London, empowering regional institutions to champion local identities.
- Collaborative Creation: Growing recognition of the value of cocreating with communities to produce meaningful, representative cultural programming.
Prediction 4: Digital and Cashless Payments Revolutionising Customer Experience
Cashless transactions will become the norm across the UK’s culture, entertainment, and hospitality sectors. From restaurants to tourist attractions, customers can expect seamless, contactless payment methods that enhance convenience and reduce transaction times. Digital wallets, QR codes, and even cryptocurrencies are likely to be widely accepted, with some establishments introducing loyalty programs tied directly to digital payments.
Real-World Applications:
Many UK venues have already switched to fully cashless systems. This trend simplifies management for businesses, while also offering customers a more efficient experience. With fewer people carrying cash, the need for cashless alternatives has become urgent. Expect mobile apps and digital wallets, such as Apple Pay and Google Pay, to dominate point-of-sale systems.
What It Means for the sector
The real opportunity of seamless, cashless systems for the sector especially when combined with QR codes or AR is to dial up and increase those all-important donation/giving opportunities – especially those “in the moment “ when a visitor is moved, excited or impressed – one click via their smartphone and they’ve donated in a few clicks.
As cashless transactions streamline operations, businesses can focus on optimising customer service rather than dealing with cash handling. This trend also enables the collection of customer insights and helps develop loyalty programs that drive return visits.
Macmillan Cancer Support – Macmillan employs QR codes in their fundraising efforts, allowing supporters to donate easily via their smartphones. These codes are featured on various materials, including posters and event packs, directing users to secure donation pages.
The National Museum of Scotland – As an early adopter, the museum incorporated QR codes to create interactive exhibits. Visitors can scan codes to access multimedia content, enhancing their experience and providing opportunities for digital engagement, including donations.
Key Drivers:
- High adoption rates of mobile payment options
- Growing preference for contactless transactions among consumers
- Convenience for both customers and businesses
Prediction 5: Demand for Authentic, Localised Experiences in Cultural Tourism
The modern traveller values authentic, localised experiences over traditional sightseeing. Looking forward, cultural tourism in the UK will focus on offering visitors a genuine connection to local heritage, arts, and communities. We will start to see tourism providers partnering with local artisans, guides, and businesses to create immersive cultural packages.
Examples:
The trend is visible in destinations like Edinburgh, where “hidden gem” tours take visitors off the beaten path and into lesser-known historic neighbourhoods. London’s East End has seen similar interest, as travellers engage with local artists and chefs for a hands-on experience of the city’s creative scene. Such experiences go beyond standard tours, allowing visitors to participate in workshops, traditional cooking classes, or neighbourhood tours led by local residents.
Other regions offering local experiences include the Isle of Wight Garlic Festival and the Whitstable Oyster Festival. While Humble by Nature, based in Monmouthshire, is a working farm that offers visitors farm-to-food experiences and teaches animal husbandry.
Future of Cultural Tourism:
Expect cities and rural areas alike to adapt their tourism offerings to include deeper cultural engagements. This could mean evening storytelling events with local historians, countryside retreats focusing on British flora and fauna, or music festivals celebrating regional artists. Authenticity is key as selective consumers search for experiences that resonate with the local culture.
Key Drivers:
- Demand for culturally rich and meaningful travel experiences
- Desire for interaction with local communities and businesses
- Preference for authentic over commercialised tourism experiences
With transformative changes like these and with consumers leaning toward digital solutions and more immersive, sustainable, and authentic experiences, businesses will have to adapt to stay relevant and competitive.