They’re looking for gifts that spark joy, create lasting memories and deliver real value.

For visitor attractions, this shift presents a significant opportunity to position themselves as "memory-makers" by offering thoughtfully curated experience packages and year-round memberships.

In 2024, we’re seeing a strong trend toward value-driven gifting. Visitor attractions are uniquely positioned to offer gifts that keep giving throughout the year - from flexible annual passes and seasonal memberships to bespoke experience vouchers.

Attractions can stand out by focusing on authentic, personalised experiences. These experiences create a positive feeling when customers unwrap their gifts, setting the brand up for success. This approach ensures a strong start to the new year with guaranteed bookings. These gifts not only generate ongoing revenue but also foster deeper customer loyalty, helping to attract a wider audience.

1. Personalised Packages for Every Occasion

Every visitor group is unique and your Christmas packages can reflect that. Offer options to suit various guests, whether families, thrill-seekers or history buffs. Tailored bundles can include VIP access, behind-the-scenes tours, and exclusive event invites, allowing recipients to curate their perfect day.

2. A Gift That Lasts Beyond Christmas

With annual memberships or flexible gift passes, your attraction becomes an all-year-round adventure. By gifting a season pass or membership, customers are giving their loved ones an entire year of experiences, allowing them to revisit favourite exhibits and explore new additions whenever they choose.

3. Flexible and Easy to Redeem

Make gifting straightforward by providing options to purchase vouchers online or in person. Offer beautifully designed physical gift packs and ensure that booking and redemption are hassle-free, with no rigid deadlines that could deter buyers.

Transform experience gifting into a key feature of your Christmas marketing campaign with these targeted strategies:

Utilise Social Media Effectively: Create buzz around your experience gifts by leveraging storytelling on social media. Share testimonials and engaging posts that showcase memorable moments from past visitors to inspire potential buyers.

Implement Seasonal Promotions: Launch limited-time offers or discounts on experience packages during the festive season. Use countdown timers in your email campaigns and on your website to create urgency, encouraging customers to act quickly.

Showcase a Variety of Gift Options: Develop a visually appealing campaign that highlights diverse packages, from single-day visits to exclusive memberships. Use engaging visuals and clear messaging to appeal to various budgets and interests.

Maximise Online Sales Channels: Optimise your website for seamless digital purchases, offering instant access to e-gift vouchers. Promote these options through email marketing and targeted social media ads to capture last-minute shoppers.

When customers choose an experience gift from your attraction, they are not just giving a thoughtful present; they could also make a positive impact on the local community and support vital conservation efforts.

Making a positive impact part of your Christmas gifting campaign, not only enhances the perceived value of the gift but also resonates with socially conscious consumers who appreciate brands committed to making a difference. By showcasing your attraction’s contributions to the community, you can inspire buyers to choose gifts that are meaningful and impactful.

This Christmas, encourage shoppers to prioritise experiences over material gifts. By offering the gift of time spent together, you help create cherished memories that last long after the holiday season.