- Prioritise “Joy for Money,” not just “Value for Money” – visitors want to make memories, not just “do stuff”. So messaging should be focused on creating the backdrop for your happiest memories and the emotional return of being happy, connected, and relaxed.
- Be Brave with Premium Experiences – visitors are still spending more per visit, making it the right time to charge premium prices for premium experiences. New experiences like ‘behind the scenes, exclusive, tours’ should be part of programming where possible.
- Address Weather and Convenience – visitors want shade and a lack of hassle in hot weather. On-site facilities should be reviewed to maximise comfort.
- Embrace ‘Nudge Pricing’ – a more palatable alternative to bland discounting, this can help prompt commitment from visitors who plan in advance but decide and commit to spend at the last minute.
- Be Accessible and Inclusive for Families – traditional family tickets only work for 41% of families due to modern forms of family diversity. So, it’s time to review pricing structures.
- Go Mobile-First and Conversion-Friendly – many visitors research weeks in advance but book within 48 hours of their visit. Websites should be a ‘hub’ for marketing and conversions offering simple mobile-optimised ways of booking, clear pricing, and popular, trusted payment options like Apple Pay/Google Pay.
- Become an “Answer Hub” for AI – with AI and Answer Engine Optimisation (AEO) on the rise, attraction websites need to be the best source of answers – get those FAQs working hard!
- Leverage Social Media for Younger Audiences – social media is crucial for marketing as visitors decide at the last minute. Gen Zs find new brands overwhelmingly on YouTube, TikTok, and Instagram. Consistency on these platforms builds community and brand.
- Exploit Film and TV Tourism – nine out of ten international visitors are keen to visit a film or TV location during their trip. Get more out of being used as a filming location than just fees!
- Monetise Your Assets Creatively – be creative in unlocking new revenue. This includes creative partnerships (loved hearing about English Heritage’s new partnership with Taskmaster to reach teens!) and generating income through bespoke retail lines.
- Keep an Eye on the Policy Landscape – industry bodies like ALVA are pushing for a reduction in VAT on hospitality and visitor attractions, a fix to National Insurance Contributions (NICs), and lower business rates. The potential implementation of the Employment Rights Bill (affecting zero hours contracts) is also on the radar.
- Don’t Use 2019 as a Benchmark because it was an outlier year for visitor numbers, spend, and energy consumption. Using it as a target sets a false standard. Focus on real-terms growth and efficiency now.
Let’s see where we are in 12 months’ time at the next Visitor Attractions Conference – VAC 2026