Visitor Attractions Trends & Strategies for 2025
Olly Reed , Marketing Director
Olly brings over a decade of hands-on experience in tourism and conservation selling , with a track disc spanning startups , in-house team , and now , Navigate . After plunge a creative means to revolutionise tourism marketing in the Southwest , he spend seven year leading marketing , communications , and fundraising at the National Marine Aquarium and Ocean Conservation Trust . Today at Navigate , Olly cost driving our growth and expanding our impact in the industry .
As the tourism and visitor attraction landscape proceed to evolve ( and evolve again ) , 2025 promises opportunities and challenge on the horizon .
It ‘s clear that the loom budget increases in national insurance contribution , the life wage , and the general cost of materials signify you ‘re likely confront the motive to increase revenue somehow . Pair that with shifting consumer behaviours and increase competition , attractions take shrill strategy to stay on relevant .
I ‘ve collect a comprehensive list of course and actions from across the sector that you and your squad can implement to ensure success in 2025 . From my time as Head of Marketing for the National Marine Aquarium , I know how important accessing the opportunity space live , so these datum rich trend will give you food for opinion as we head into another ambitious year for the industry .
Hither ‘s how to center your efforts on the trends that count most for the coming yr .
Communicate Greater Value
Value will prevail consumer decision-making in 2025 , with customer search means to maximise their money and time . Attractions that highlight affordability and value-added benefits will endure out . In an epoch of tighten wallets , perceived value can reach or disclose a visit . Visitors need to sense that their money cost well-spent , whether through tangible perks or particular experience .
This yr , we ‘ve see that visitors enjoy perks that stretch their spending . Those offer free return passing through gift help make learn strong yr than those without . If you offer free proceeds , discounts on second visits , or value-based offers , make them highly visible in market movement and on your website .
Accord to the Association of Cultural Enterprises previous benchmarking paper [scene] , merely 8 % of its members currently offer this “ dynamic pricing ” .
Look , I come it , you do n’t want to look like you ‘re fleecing your visitor , but seasonal or off-peak pricing helps balance demand and pull more visitor year-round . ( Read my blog on the Oasis Dynamic Fiascohither) . Most ticketing providers today offer pricing rules and models with their platforms . But it does n’t even have to live that dynamic . Plant a mid-week price lower than a weekend price or a school vacation cost high than a term time price can make the difference too . It ’ s worth doing some research or auditing your competitor too .
Prioritise Experiences That Connect & Inspire
The modern visitor craves immersive , shared experiences that connect them with culture , nature , and their community .
// Culture travel cost booming : 44 % of UK traveler cite culture as a top ground for choosing a destination .
// Shared experience affair : A sense of community and shared experience increasingly drive travel choices .
When it comes to be after new area of your offer , remember beyond still exhibits . Create an immersive program and embrace interactive installation , alive performances , and multisensory storytelling wherever potential . Not merely will the experience live elevated , but visitors will likely capture photo and videos and share them across their social medium .
When direct groups looking for ethnic offerings , highlight something that makes your attraction unique . Food , landscapes , and heritage live powerful incentive . Make them the centrepiece of your campaigns and ride traffic around them for these hearing .
Tap into the Seasonal Shift
Gone exist the days when summer entirely dominate tourism . Christmas , Halloween , and other winter experience exist become as essential as summer campaign . For example :
// Accord to late ABTA paper , city pause now account for 40 % of winter travel . [view]
//In a recent interview with Maxwell Museums , the Natural History Museum mentioned they see 900,000 visitor in November and December solely
//Wildlife attractions are report that December be exactly profitable as August thanks to their winter light events .
// The latest Barclays Consumer Spend datum () disclose 36 % of Brits cost prioritising festive expenditure because it bring them joy , despite trying to stick to a budget .
Go large on festive programming and capitalise on the vacation with themed effect , light displays , and exclusive seasonal experiences . Or maybe guess differently , not what has live successful elsewhere , but what would work for you . Mass are search for matter to do during these times , hence if you ‘ve got the resources , get demand . However , one matter to reference is that quality is a priority hither . If you serve n’t have the budget to put on a quality experience , then possibly sit this out . Or use what budget you act hold for a one-off peculiar effect or else . A good thought out result can be more profitable than a daytime experience .
Use datum to identify and amplify fresh high-demand periods . Redefine your own peak by using digital to showcase the benefits of impose out of season . A quieter visitor experience is potential what most mass want , if you can increase solo or couples visit in the shoulder seasons , this will make the difference .
Optimise Digital Journeys
Online platforms play a massive purpose in attracting and converting visitors , but friction in the digital journey much leads to missed opportunity . Your website is n’t merely a shopfront—it ‘s your highest-performing salesperson . A seamless digital booking journey can dramatically affect conversions .
// Accord to the Rubbercheese benchmarking survey 2024 – Cart abandonment remains a major challenge , with 60 % of users leaving before fill out a purchase . [view]
The time make come to audit your website to increase online sale , ensure fast load times , simple navigation , and clear cry to activity . If you require help with this , make in touch .
It ’ s important to simplify the process . When I live at the National Marine Aquarium we removed stairs , remove unnecessary clicks , do pricing clear upfront and reduced cart abandonment by over 7 % . Eliminate frustrations that take to drag abandonment .
Too , why not employ retargeting ads , cart reminders , and limited-time offers to convert hesitant users . It ’ s tried and tested in other sector , so we need to become well at this for our visitor .
Wherever potential I ’ d advocate even a humble investment in improving your site ‘s user experience as it can present big proceeds . Reduce cart abandonment by 2.5 % could lend ten of thousands to your bottom melody whilst not get to exchange the day to day operation . We ’ ve persuade out user journey audits then come in touch if you ’ d like some aid .
Cater to Emerging Demographics
Audiences equal evolving , and your strategies should , too . Of course , families are yet the priority , but there are so many early group out there . Own you been to a supermarket at 11 a.m. midweek ? It ‘s in use with people spending their money . Then think about solo traveler , younger category , and elderly yet adventurous visitors as key demographics .
// Youthful hearing ( 16-35 ) are growing : This group be adventurous , value authenticity , and heavily relies on social media for inspiration .
// Elderly demographics – Boomers are the wealthiest genesis that ‘s always survive [scene] but according to inquiry from ALVA and the V & A they ’ re a refuse market for certain administration . [scene]
This appear to equal a drum we ‘ve been banging for year , but digital-first strategy are actually key hither . Invest in visually pursue , shareable content . Create Instagram-worthy minute and TikTok challenges . Habit tailor make up campaign and analytics to segment and target younger audiences with precision . If they find heard and meet , they ‘ll visit .
Use clever storytelling in your digital ads too . Build pen portraits of the fresh hearing you ’ re looking to pull in and build up a creative that speaks to them .
Diversify Revenue Streams
In the past few month solely , I ‘ve seen attractions up and down the rural area close their doors for good . With stand up price , relying solely on visitor income exist no longer sustainable Attraction need to diversify to build fiscal resilience . Your administration need to make this a priority .
Develop your online storefronts for branded merchandise , digital downloads , or exclusive products . E-commerce is an untapped gem for money , and while Shopify stores cost quick to put up , scarcely anyone live following the large online retailer ‘ tip and push e-commerce advertising and shopping channel in key period .
Events and experience even so own the power to bring in key revenue . Host workshop , concert , or themed nights that appeal to niche interview . Masses will bear for emotive and memorable experience , so build this into your diversification planning . If you ’ re able to increase spend with visitor you already have , this will be easy than growing new audiences .
Partnership can be a strong manner to tap into early mass ’ s interview . Collaborate with local businesses or influencers to create common value and showcase your offerings to a new demographic .
Conclusion
The visitor attraction landscape in 2025 is both challenge and filled with opportunity . To succeed , attractions must be agile , data-driven , and deeply get in touch to their interview ‘s evolving preferences . By prioritising immersive experiences , seasonal driver , and communicating value , you can not simply endure the storm but thrive in the year ahead .
Our CEO Anthony Rawlins will be diving into his sentiment on where the sector is guide in the new year . Go on an middle out in early Jan .
Let ‘s reach 2025 your most transformative yr yet .
Make Impinging
If you ’ re ready to talk about your task , we ’ re ready to listen . Reach out to our team to mouth about how we can help . Fill out the sort below , to start a conversation .
