More than a third of consumers now rank safety as the most important factor when deciding whether to attend nightlife venues.

According to the latest NTIA report, 36% of people see safety as their leading concern when choosing a nightclub or music event. This outweighs cost (30%) and atmosphere (27%), challenging assumptions about what drives attendance. The research also highlights that more than half of consumers (55%) say fears around drink spiking reduce their desire to go out drinking.

Michael Kill, CEO of the NTIA, said: “This report sends a clear message: safety is at the heart of recovery. Our sector cannot ignore the fact that people are making decisions based on how secure they feel, sometimes above price or even the experience itself. Operators, local authorities and policymakers must work together to address these issues. If safety concerns aren’t tackled head on, recovery will stall before it has a chance to take hold.”

The findings come as nightlife businesses across the UK face tax increases and wider economic pressures that threaten their fragile recovery. Many venues are struggling to balance rising costs with investment in safety infrastructure such as staff training, welfare provision and customer support systems. This is where organisations like localmedic can play a role—offering tailored medical, welfare and consultancy services to help venues strengthen their safety credentials, reassure customers, and demonstrate visible commitment to wellbeing. By embedding robust safety practices, venues can protect their audiences and support long-term recovery.

The full NTIA report, Night Time Economy Market Monitor June 2025, is available here: https://ntia.co.uk/tax-shock-threatens-fragile-nightlife-recovery/.