Best Practice: The Deep, Hull

Opened in 2002, The Deep in Hull is one of the UK’s largest aquariums and a multi-award winning visitor attraction, boasting around 500,000 day-time visitors annually. One of the Millennium Projects, the city centre attraction is now an educational, environmental and conservation charity and a self-sustaining business, which has been at the forefront of the regeneration of Hull - City of Culture in 2017.

But what makes it so successful?