The marketing research of leisure preferences in UK and China can be very useful for many organizations. Industry which deals with leisure services has reached a very high level of development in the recent years. People enjoy attending cinemas, festivals, all kinds of shows, exhibitions, Zoos, parks, sports stadiums and many other places. This industry can be very profitable for investors if they invest their money into correct objects. In order to make a decision about the field of leisure industry in which the organization will function, it is important to carry out marketing research.