Visitor attractions: How to create multi-generational magic

As predicted the key theme in 2024, for consumers was and still is value for money, with a heightened focus on quality and immersive experiences. As we approach a wet winter how can your visitor attraction offer a shelter from the rain and an immersive day out?

Notably, domestic spending habits on site have shifted, with the average spend per transaction declining by -7% year on year (-13% in real terms). However, inbound visitor spending rose by 28% between 2022-2023, with further growth expected in 2025. International tourists, particularly from the USA and France, have driven this, which has supported the recovery of many indoor attractions (Card spending insights from Visa, August 2024).

There is cautious optimism in the sector, as the overall ‘budget’ domestic consumers have remains stable (Card spending insights from Visa, August 2024). The Domestic Sentiment Tracker September 2024 also highlighted the following:

Among those who actively re-visit an attraction, the BVA highlights the only group who have increased their activity are families (+20%). So how can operators create multigenerational magic?

Increasing Dwell Time

Consumers seek personalisation and memorable experiences. The ONS highlights adults have –10% less leisure time compared to November 2022. With a heightened focus on value for money, the British Visitor Association (BVA) highlights the 2nd most important influence for respondents to re-visit an attraction is if a programme of interest is available. Adding a temporary exhibition and creating a sense of urgency can drive footfall and increase the amount of time people spend at your attraction.

Increasing footfall

The cost-of-living crisis pressures prevail for domestic consumers and continues to impact decision making. There has been an uptick in guests attending ‘free attractions’ - the Association of Leading Visitor Attractions (ALVA) highlights there was a 12% increase between January and July 2024. However, Visit England suggests days out to attractions are the last leisure activity to be sacrificed in the household budget. So, for paid attractions adding a ‘free exhibition’ could drive footfall to your site.

Coming Together in the Cafe

The BVA highlights the cafe is the 5th most important factor which influences peoples decisions on whether to re-visit an attraction, so how can the food and beverage options cater to the masses?

The Soil Association highlighted at visitor attractions, parents reported a lack of options on menus, with children’s menus removed entirely or noted smaller than before the pandemic. So whether it’s a nutritious meal for the children, to a pint for those of us over the age limit, to a continental dish, now could be an opportune time for visitor attractions to consider their catering, accommodation and beverage offerings. This could increase dwell time and improve tightened profit margins.

Inclusivity

The BVA highlights there is an –11% decrease in people planning to attend an attraction, due to some lack of physical capability. Operators could consider installing additional aids and facilities such as handrails, benches and onsite catering facilities. This could encourage the whole family to come along for the day out and create the magical multi-generational memories they crave.

In terms of future strategies, many attractions are focusing on sustainability and energy-saving initiatives, as well as expanding their digital marketing efforts to attract new audiences. Social media use among attractions continues to grow, with platforms like Instagram seeing increasing engagement. Additionally, volunteer programs and apprenticeships are becoming more vital for staffing, particularly as attractions manage budget constraints.

Overall, whilst visitor attractions are recovering, 2025 will be approached with cautious optimism, with economic and operational challenges expected to shape visitor behaviour and business strategies for both indoor and outdoor venues.