Visits to leading UK attractions stayed at 2009 levels during 2010, according to the Association of Leading Visitor Attractions (ALVA).
The association's annual report shows that there was a marginal 0.38 per cent increase in its members' visitor figures in 2010.
The report, however, also surveyed attractions' views on 2011 and most are optimistic that they will experience a bumper year.
Nearly 90 per cent of respondents expect their visitor numbers to increase or remain the same during 2011, while a third (34 per cent) expect revenues to increase.
Robin Broke, director of ALVA, comments: "The tourism industry is of huge value to the UK economy, and financially it represents an excellent return on investment. It is a great creator of employment, particularly for young people."
Julie Clark at PricewaterhouseCoopers said the growth, although small, was welcome news against the backdrop of a difficult economic climate over the last couple of years.
"A number of the larger attractions offering free admission have seen strong growth in 2010, such as the Imperial War Museum (up 21 per cent on the year before), the Old Royal Naval College at Greenwich (up 28 per cent) and the Natural History Museum (up 13 per cent).
"Looking ahead however, challenges remain. Aside from macro influences such as tourism trends and exchange rates, there are various UK specific issues.
"The increase in VAT in January 2011 has meant that attractions have had to choose between increasing prices or absorbing a 2.5 per cent reduction in profits.
"There is also the risk of cuts in public sector subsidies as the impending budget pressures begin to take effect; the largest five organisations in the ALVA survey collectively received over £220m from central government in 2009-10, representing a subsidy per visitor in excess of £8.
"Should such funding be reduced, attractions will need to consider how best to generate new revenue streams and reduce costs. Those that are well positioned to respond in a timely and flexible manner are likely to have the edge."
