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An upward trend in ticket sales over March and April is being driven by the regions, data collected by TRG Arts and Purple Seven indicates.

Smaller markets are recovering faster. In the South West for example, ticket sales are 52% of April 2019 levels - double the UK average.

The revival is strongest in venues that present touring work, the largest of which are attracting 45% of their pre-Covid sales.

TRG Chief Executive Officer Jill Robinson said: "While this analysis does give some grounds for optimism, the recovery so far in the UK is partial and uneven."

"With such a reliance on a tourist market, it is not a great surprise that the recovery in London is slower than other
parts of the UK, but it is also clear that many regional organisations that have worked consistently to deepen their relationships with their customers during the pandemic are now being rewarded with strong sales.

"Organisations that have effectively hibernated for the past year will find re-engaging with their audiences far more challenging."