Indoor attractions came out ahead, but it wasn’t just the rain

Let’s start with the obvious: May’s weather didn’t do outdoor sites many favours. Despite a sunny start to the month, the half-term week brought rain, often sudden, sometimes torrential. Unsurprisingly, many indoor venues saw a surge. One museum in the South recorded its busiest ever May half-term day, with over 3,000 walk-in visitors, most deciding on the day after checking the weather forecast.

But weather alone doesn’t tell the full story. The ones that performed best had planned for this scenario. Agile ticketing strategies, reactive digital comms, and operational flexibility made all the difference. Many focused on revenue, not just volume, recognising that when capacity is capped, increasing spend per head matters more than chasing sheer numbers. In some cases, fewer visitors still meant higher income.

One museum, for example, saw visitor numbers 9% up on budget and 4% up on the previous year. Another indoor cultural venue reported a YoY increase of +11% in retail and +16% in catering revenue. Importantly, it wasn’t just the large institutions seeing gains, smaller museums also performed, with one reporting a steady +2% increase compared to last year.

Attractions that saw strong results in May often had one thing in common, a well-framed, clearly communicated offer. 

Many charities debate which Gift Aid Model to use when it comes to their attraction ticketing. One attraction switched from the optional donation to the annual pass model and has reported huge uptake. Not only are they 70% ahead of budget, May has seen them 113% up on income, 109% secondary spend and 123% up on footfall compared to budgeted numbers. But here’s the big number, gift aid opt in has gone from from 8% on their previous scheme, to at least 80%. What does this tell us? Using annual pass messaging can really make the difference. 

Smaller adjustments also had an impact. One indoor venue priced online tickets £2 lower than on-the-door, driving pre-booking and reducing queueing, without heavy discounting. The takeaway? Clear incentives and visible value matter but frictionless, intuitive booking experiences often seal the deal.

Holiday periods still belong to families and the data backs it up. At one attraction, family tickets made up 7% of total sales during half term, compared to just 3% for the rest of the month.

But it wasn’t just about pricing family tickets, it was about programming. One mixed indoor/outdoor site beat their targets by 3,000 visitors, largely thanks to strong event marketing that drove a series of sold-out weekends.

From character days to limited-run activities, attractions that gave visitors a reason to plan and commit saw the clearest returns. These campaigns didn’t just drive bookings, they stretched the booking window too. Several venues reported a 4–5% month-on-month increase in bookings made 1–5 days in advance. It’s not a huge jump, but it’s a sign that early-bird messaging and themed campaigns are starting to extend that crucial decision-making window.

Many outdoor attractions struggled to maintain Easter momentum through a damp May half-term. A number of sites reported their weakest May holiday in recent memory.

The main issue? Inflexibility. Guests booked in advance and didn’t show. On-site, many attractions lacked sheltered areas or wet-weather alternatives to keep visitors engaged once the rain arrived.

But others adapted and benefited. Those with pop-up indoor options, cafés, or covered activities softened the blow. One heritage site added short talks and craft activities when the forecast turned. Despite fewer visitors, their secondary spend increased.

There were bright spots too. Major tourist hotspots reported stronger results than last year, and one outdoor site even achieved its second-best May ever.

The lesson? Rain doesn’t have to ruin everything but you have to plan for it.

So, what now? 

May Half Term 2025 confirmed a few truths we’ve seen building over the past year: 

• Weather still has an outsized influence on visitor behaviour.
• Most bookings remain last-minute, but early-bird campaigns can shift behaviour.
• Families are focused on quality and experience, and will pay for both.
• Events and programming continue to outperform generic messaging.
• Value remains a key driver, but it's the perceived value that matters most.

As we look ahead to summer, the challenge is clear: start early, stay flexible, and stay close to your audience.

At Navigate, we’re already working with attractions across the UK to build campaigns that reflect these realities. If you’re still finalising your summer plans, or haven’t launched yet, now is the time to act.

We’ve got limited capacity left for summer campaigns, but if you’d like to talk, get in touch at hello@navigate.agency or fill in the form below.

Next up: our post-summer holiday round-up. Good luck, and may the sun shine just enough.