ANNUAL REPORT 2025-2026

Membership stood at 368 at 31 March 2026, with a retention rate of 96 %. These figures provide a starting point for assessing the reach of the association and the strength of continuing member relationships. The focus for the next phase is to maintain retention while widening participation across the experience economy.

Members at 31 March 2026

Membership Retention

Rated membership good or excellent

Average member satisfaction

Feedback from the 2026 member survery Member feedback

Result Membershipt rated good or excellent 80 % Average membership satisfaction 4.10 out of 5 Average communication rating 3.97 out of 5 Respondents Identifying as Experience Creators 75.61 %

Half of those answering the satisfaction question rated membership good and a further 30 % rated it excellent. The remaining 20 % rated it satisfactory; none selected poor or very poor. This supports continued investment in member engagement while leaving room to improve the experience for those who are less satisfied.

Members could select more than one sector. The results show substantial overlap between attractions, culture and other visitor environments. Among the respondents to the tradeshow question, 86.67 % normally attended IAAPA Europe and 50 % attended the Museums & Heritage Show in London.

EXPERIENCE UK 5