Arts Council report finds significant drop in play touring with greater financial pressures

A new independent review of performing arts touring in England, commissioned by Arts Council England, has found that the sector is under strain, with activity declining in many areas despite continued growth in some large-scale commercial touring.

The report states that touring is “not entirely broken”, but describes a varied picture across the sector. Large commercial productions touring major cities are seeing growth in sales and returns, while touring to small- and mid-scale venues, particularly in smaller towns and cities, are “under the greatest pressure”. The overall volume and distribution of touring has shifted over the past five years, with fewer productions, shorter runs and a concentration in larger urban centres.

The report notes that ticket prices have not kept pace with rising costs or inflation, contributing to wider financial challenges – the majority of organisations that tour made a financial loss in 2023.

Today’s report also suggests that, while many of the issues existed before 2020 and were highlighted in early reports, problems have been “accelerated and exacerbated by the pandemic and funding austerity.” Many publicly funded organisations recorded overall losses in 2023. The report also identifies shifts in programming, with changes to financial deals leading to a move towards more mainstream work.

Surveys conducted amongst the industry found that 74 per cent believed touring was either in a “poor” or “very poor” state, with the number of tours reduced by ten per cent. The figures were stark – the touring of plays/drama had dropped by around two-thirds when comparing 2019 to 2024.

Despite these challenges, the review emphasises the role touring plays within the wider arts landscape. It notes that touring supports artist development, helps venues maintain regular programming and provides access to work for audiences outside major cities.

Changes in audience behaviour exacerbated existing problems, with the report stating that “the most prominent contextual driver of the challenges are inflation and the increase in the cost of living. Fifty-four per cent of UK adults agree that ‘the cost of living puts them off attending cultural events.”

The report calls for stronger advocacy for touring, including extending Theatre Tax Relief and Orchestral Tax Relief to cover distribution and touring costs, reducing VAT on tickets to align with European levels, ensuring that policing, licensing and visa processes are not applied in a racially discriminatory way, and improving access to support such as Access to Work for freelancers.

It also recommends reinforcing union agreements on pay and conditions, encouraging wider and more consistent adoption of frameworks such as the Anti-Racism Touring Rider, the Theatre Green Book and the 7 Principles of Inclusive Practice, promoting the financial case for sustainable practice, and commissioning more robust audience research.

The full “State of Touring” report is available via the Arts Council website.