Yesterday, we headed to the Visitor Attractions Conference (VAC) for a day brimming with valuable insights and inspiring success stories. With a fantastic lineup of speakers, we were all set to learn! Here are three key takeaways that really stood out to us…
VAC – the lowdown
Making your destination worth every penny to visitors
Despite the cost-of-living crisis, people are still willing to invest in family days out and experiences. It’s one of the last things to go when tightening the budget—families still cherish time together, but these times need to be special. Memberships to attractions are being maintained, but visitation has dropped by as much as 15%, so even with a membership, the additional costs of food, parking, and extras can deter people from visiting as often.
In 2019, people typically booked holidays 3 months in advance, but now, many are waiting until just six weeks before to confirm plans. We’ve become more cautious, wanting to get the best value for money, a single raindrop on a weather app can easily put visitors off, in fact there’s a growing call for weather apps to be more considerate with unreliable forecasts seriously affecting tourism.
As visitor attractions concentrate on creating valuable, memorable experiences, it’s essential for marketing campaigns to mirror this focus. Tourists respond positively to family packages, discounts, loyalty schemes, and free experiences, which help them feel they’re getting great value for their money. Visitors, especially from the US and China, are crucial to UK tourism, as they typically spend significantly more than local visitors. Therefore, digital-first campaigns that showcase cultural uniqueness and special experiences should be a top priority for attracting international travellers
Embrace the community and social impact
Through our work with clients on their ESG strategies, we know the vital role that genuine, authentic connections play in creating positive social impact. For attractions and destinations, building a strong, two-way relationship with LVEPs (Local Visitor Economy Partnerships) can be valuable. To see real value, you need to invest time and effort into these partnerships. Whether it’s sharing data, co-creating campaigns, or collaborating on local events, the more you put into the relationship, the more you’ll get out of it.
We The Curious in Bristol is a perfect example of this. Despite facing two major setbacks – first with Covid and then a fire that shut them down for two years, they didn’t disappear from people’s minds. By working closely with Visit West and engaging with the local community, they managed to run over 100 events during the closure, reaching thousands of people. This not only kept them connected with their audience but ensured that when they reopened, there was real buzz and excitement locally. People were eager to return, and the brand stayed strong.
A similar success story comes from The Alnwick Garden in Northumberland, which has built a reputation for its inclusive “A Garden for Everyone” message. Working with Visit Northumberland, they run a variety of community programmes and promote accessibility and inclusion, winning awards in the process. By taking the time to build meaningful relationships and invest in the local community, they have boosted their brand AND connected to the people around them.
One of our key roles is to communicate our clients’ community engagement, it’s not just about driving revenue—it’s about building a long-term, sustainable brand that people genuinely connect with. By highlighting your social impact, you show visitors that your destination is more than just a place to visit—it’s a place that truly cares.
The power of Instagrammable moments and personalised experiences
Instagrammable moments are here to stay, and attractions should embrace them. By adding simple, low-cost features like flower walls, large letters, and creative backdrops, venues can refresh their Instagrammable moments regularly and encourage visitors to snap and share online. Visually striking areas are budget-friendly and keep your attraction top of mind on social media
Venues like Chester Racecourse and Alexandra Palace are also focusing on curated, tailored experiences. Unlike traditional attractions, these venues often start from scratch for each event, adapting spaces and staff roles to target specific audiences. With staffing challenges such as a shortage of extrovert skills and the rise of neurodiversity, there’s a call for more government support with training programmes and more collaboration with the education system.
As an agency that helps destinations showcase their adaptability and fresh offerings, we completely agree. By using different strategies and targeting various audiences for each project, the personal and immersive experiences are highlighted, drawing in visitors who seek unique moments, special events, and shareable experiences.