UK Festivals Are Struggling: Insights from Nick Morgan and How Tukioo Can Help

UK Festivals Are Struggling - Here’s How Innovation Can Save Them

In a recent article for Business Age, Nick Morgan, Vice Chair of the Association of Independent Festivals and CEO of We Group, The Fair, and We Are OPS, paints a sobering picture of the UK festival scene. Published on September 19, 2024, “UK festivals are struggling. He’s the solution” outlines why more than 60 UK festivals have been cancelled or postponed in the past year, and what needs to change for the sector to survive (read the original article here).

Morgan identifies three critical challenges:

Rising production costs (up by as much as 30%)
The cost-of-living crisis reducing audience spending power
Reliance on outdated formulas instead of innovative, niche experiences

His argument is clear: festivals that simply repeat the standard model are most at risk, while those who create unique identities, build community, and embrace new ways of operating will find a path forward.

Innovation, Community, and Trust

Morgan emphasizes that successful festivals must do more than book big names. They need to:

Offer specialized and distinctive experiences that resonate with audiences.
Invest in community and trust, ensuring attendees feel valued and heard.
Avoid cutting corners in infrastructure, which can damage reputation and loyalty.
Encourage early engagement so fans become ambassadors and secure ticket sales in advance.

He also highlights the importance of mentorship and entrepreneurial education for organizers, helping them navigate the complex business realities of festival production.

Where Tukioo Fits In

At Tukioo, we couldn’t agree more. Everything Morgan describes – innovation, communication, and smarter strategies – is exactly what we’re building into our platform.

Smarter engagement: Our AI-driven system helps organizers adapt in real time, sending the right notifications to guide audiences to shows, sponsors, or quieter zones. This boosts both attendee experience and on-site revenue.
Community building: Tukioo enables participants to connect before, during, and after festivals, strengthening loyalty and creating the sense of belonging that Morgan highlights.
Reducing risk for organizers: With real-time analytics and post-event insights, organizers can make data-backed decisions that improve margins while avoiding the pitfalls of guesswork.
Innovative experiences: Through gamification and personalized recommendations, festivals become interactive journeys rather than static line-ups, making each edition unique.

A Shared Vision for the Future

Morgan ends his article with optimism: with strategy, creativity, and expertise, the UK festival industry can weather the current crisis. At Tukioo, we share that belief. Festivals are not just events—they are cultural spaces where people connect, discover, and celebrate.

By combining Morgan’s call for innovation with the tools we’re creating, we see a future where festivals not only survive but thrive. Tukioo’s mission is to give organizers the intelligence, automation, and community features they need to focus less on firefighting—and more on crafting the magical experiences audiences will remember for years.