Visitor Attractions Trends & Strategies for 2025

5 December 2024

Olly Reed, Marketing Director

Olly brings over a decade of hands-on experience in tourism and conservation marketing, with a track record spanning startups, in-house teams, and now, Navigate. After launching a creative agency to revolutionise tourism marketing in the Southwest, he spent seven years leading marketing, communications, and fundraising at the National Marine Aquarium and Ocean Conservation Trust. Now at Navigate, Olly is driving our growth and expanding our impact in the industry.

As the tourism and visitor attraction landscape continues to evolve (and evolve again), 2025 promises opportunities and challenges on the horizon.

It's clear that the looming budget increases in national insurance contributions, the living wage, and the general cost of materials mean you're likely facing the need to increase revenue somehow. Pair that with shifting consumer behaviours and increasing competition, attractions need sharp strategies to remain relevant.

I've compiled a comprehensive list of trends and actions from across the sector that you and your team 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 is, so these data rich trends will give you food for thought as we head into another challenging year for the industry.

Here's how to focus your efforts on the trends that matter most for the coming year.

Communicate Greater Value

Value will dominate consumer decision-making in 2025, with customers seeking ways to maximise their money and time. Attractions that highlight affordability and value-added benefits will stand out. In an era of tightening wallets, perceived value can make or break a visit. Visitors need to feel that their money is well-spent, whether through tangible perks or exceptional experiences.

Focus areas:

This year, we've seen that visitors love perks that stretch their spending. Those offering free return passes through gift aid have seen stronger years than those without. If you offer free returns, discounts on second visits, or value-based offers, make them highly visible in marketing campaigns and on your website.

According to the Association of Cultural Enterprises latest benchmarking report [view], only 8% of its members currently offer this "dynamic pricing". 

Look, I get it, you don't want to seem like you're fleecing your visitors, but seasonal or off-peak pricing helps balance demand and attract more visitors year-round. (Read my blog on the Oasis Dynamic Fiasco here). Most ticketing providers now offer pricing rules and models with their platforms. But it doesn't even have to be that dynamic. Setting a mid-week price lower than a weekend price or a school holiday price higher than a term time price can make the difference too. It’s worth doing some research or auditing your competitors too. 

Photo by Judith Prins
Photo by Levi Grossbaum
Photo by Catherine Merlin

Prioritise Experiences That Connect & Inspire 

The modern visitor craves immersive, shared experiences that connect them with culture, nature, and their community.

Recent data from Skyscanner shows:

// Culture travel is booming: 44% of UK travellers cite culture as a top reason for choosing a destination. 

// Shared experiences matter: A sense of community and shared experiences increasingly drive travel choices. 

(View research)

Focus areas:

When it comes to planning new areas of your offer, think beyond static exhibits. Create an immersive program and embrace interactive installations, live performances, and multisensory storytelling wherever possible. Not only will the experience be elevated, but visitors will likely capture photos and videos and share them across their social media.

When targeting groups looking for cultural offerings, highlight something that makes your attraction unique. Food, landscapes, and heritage are powerful motivators. Make them the centrepiece of your campaigns and drive traffic around them for these audiences.

Tap into the Seasonal Shift

Gone are the days when summer completely dominated tourism. Christmas, Halloween, and other winter experiences are becoming as crucial as summer campaigns. For example:

// According to latest ABTA report, city breaks now account for 40% of winter travel. [view]

// In a recent interview with Maxwell Museums, the Natural History Museum mentioned they see 900,000 visitors in November and December alone

// Wildlife attractions are reporting that December is just profitable as August thanks to their winter light events.

// The latest Barclays Consumer Spend data (view) reveals 36% of Brits are prioritising festive spending because it brings them joy, despite trying to stick to a budget. 

Focus areas:

Go big on festive programming and capitalise on the holidays with themed events, light displays, and exclusive seasonal experiences. Or maybe think differently, not what has been successful elsewhere, but what would work for you. People are searching for things to do during these times, so if you've got the resources, get involved. However, one thing to mention is that quality is a priority here. If you don't have the budget to put on a quality experience, then maybe sit this out. Or use what budget you do have for a one-off special event instead. A well thought out event can be more profitable than a daytime experience.

Use data to identify and amplify new high-demand periods. Redefine your own peaks by using digital to showcase the benefits of visiting out of season. A quieter visitor experience is likely what most people want, if you can increase solo or couples visiting in the shoulder seasons, this will make the difference.

Photo by Brigitte Tohm
Photo by Nicolas Picard
Photo by Mike Arney

Optimise Digital Journeys

Online platforms play a massive role in attracting and converting visitors, but friction in the digital journey often leads to missed opportunities. Your website isn't just a shopfront—it's your highest-performing salesperson. A seamless digital booking journey can dramatically impact conversions. 

// According to the Rubbercheese benchmarking survey 2024 - Cart abandonment remains a major challenge, with 60% of users leaving before completing a purchase. [view]

Focus areas:

The time has come to audit your website to increase online sales, ensure fast load times, simple navigation, and clear calls to action. If you need help with this, get in touch.

It’s important to simplify the process. When I was at the National Marine Aquarium we removed steps, removed unnecessary clicks, made pricing clear upfront and reduced cart abandonment by over 7%. Eliminate frustrations that lead to cart abandonment.

Also, why not use retargeting ads, cart reminders, and limited-time offers to convert hesitant users. It’s tried and tested in other sectors, so we need to become better at this for our visitors.

Wherever possible I’d recommend even a modest investment in improving your site's user experience as it can deliver big returns. Reducing cart abandonment by 2.5% could add tens of thousands to your bottom line whilst not having to change the day to day operation. We’ve carried out user journey audits so get in touch if you’d like some help.

Cater to Emerging Demographics

Audiences are evolving, and your strategies should, too. Of course, families are still the priority, but there are so many other groups out there. Have you been to a supermarket at 11 a.m. midweek? It's busy with people spending their money. So think about solo travellers, younger families, and older yet adventurous visitors as key demographics.

// Younger audiences (16-35) are growing: This group is adventurous, values authenticity, and heavily relies on social media for inspiration.

// Older demographics - Boomers are the wealthiest generation that's ever lived [view] but according to research from ALVA and the V&A they’re a declining market for certain organisations. [view]

Focus areas:

This seems to be a drum we've been banging for years, but digital-first strategies are really key here. Invest in visually engaging, shareable content. Create Instagram-worthy moments and TikTok challenges. Use tailored paid campaigns and analytics to segment and target younger audiences with precision. If they feel heard and seen, they'll visit.

Use clever storytelling in your digital ads too. Build pen portraits of the new audiences you’re looking to attract and build a creative that speaks to them.

Photo by Wesley Tingey
Photo by Caroline Hernandez
Photo by OPPO Find X5 Pro

Diversify Revenue Streams

In the past few months alone, I've seen attractions up and down the country close their doors for good. With rising costs, relying solely on visitor income is no longer sustainable Attractions need to diversify to build financial resilience. Your organisation needs to make this a priority.

Focus areas:

Develop your online storefronts for branded merchandise, digital downloads, or exclusive products. E-commerce is an untapped gem for money, and while Shopify stores are quick to set up, hardly anyone is following the big online retailers' lead and driving e-commerce advertising and shopping channels in key periods.

Events and experiences still have the power to bring in key revenue. Host workshops, concerts, or themed nights that appeal to niche audiences. People will pay for emotive and memorable experiences, so build this into your diversification planning. If you’re able to increase spend with visitors you already have, this will be easier than growing new audiences.

Partnerships can be a strong way to tap into other people’s audiences. Collaborate with local businesses or influencers to create mutual value and showcase your offerings to a new demographic.

Conclusion 

The visitor attraction landscape in 2025 is both challenging and filled with opportunity. To succeed, attractions must be agile, data-driven, and deeply connected to their audience's evolving preferences. By prioritising immersive experiences, seasonal drivers, and communicating value, you can not only weather the storm but thrive in the year ahead.

Our CEO Anthony Rawlins will be diving into his thoughts on where the sector is heading in the new year. Keep an eye out in early Jan.

Let's make 2025 your most transformative year yet. 

Make Contact

If you’re ready to discuss your project, we’re ready to listen. Reach out to our team to talk about how we can help. Fill out the form below, to start a conversation. 



    Photo by dan carlson
    Photo by Jez Timms
    Photo by Piotr Janus