The charity says it expects more than 18m people will visit its properties this year after a successful Christmas
The National Trust, one of Europe's biggest conservation charities, is predicting that a record number of visitors – in excess of 18 million – will flock to its pay-for-entry properties this year.
Figures released on Monday show that despite challenging economic times and lack of consumer confidence the Trust enjoyed a boost in its visitor numbers – and related retail and catering sales – in December 2011 compared with the previous December.
The Trust's properties attracted more than half a million (521,000) visitors in December alone – an increase of 74% on the previous year. Factors behind this rise included the mild weather (by contrast, there was heavy snowfall in December 2010) and an increasing number of properties running Christmas-themed activities.
More than 40 pay-for-entry Trust properties were open during weekends in December. Attingham in Shropshire, for example, had its busiest ever weekend with a frost fair that ran on the first Saturday and Sunday of the month.
Overall visitor figures are based on the National Trust financial year, which runs between 1 March and the end of February. In its previous financial year – 2010/11 – its properties attracted 16.8 million visitors. The Trust said it was on target to have its best ever year for visitor numbers, exceeding 18 million visitors for the first time in its history.
The Trust's retail business, which includes high street shops, shops at properties and online sales, saw an increase in sales of 24% while its cafes and restaurants had a 71% increase in sales in December 2011 compared with the same month in 2010. In the year to date retail sales have increased by 8% and catering sales have increased 14%.
As well as owning and maintaining historic properties, the National Trust is also the UK's largest private landowner, with more than 1,000 sites covering 250,000 hectares, including coastal sites, woodland and upland areas, many of which are rich in wildlife.
Fiona Reynolds, the director general of the National Trust, said: "In these economically tough times the National Trust seems to have swum against the tide with these fantastic results. As the nation tightens its collective belt people have been looking for great value."
Simon Jenkins, the chairman of the National Trust, added: "This shows that arts and heritage charities not dependent on government grants appear to be experiencing a surge in trading income. The public is turning away from more expensive leisure venues, overnight stays and foreign trips. It is a rare good news story in the gloom."