The visitor attractions landscape is undergoing a seismic shift. While the family market remains a cornerstone audience, its increasing complexity and diversity demand a fresh approach. With varied family structures, multigenerational dynamics, shifting preferences, and economic pressures shaping decisions, how can attractions evolve their digital strategies to meet these needs—and unlock exciting new growth opportunities?
This was the central theme of our first visitor attraction and cultural space community event, bringing together senior marketing and tech leaders to explore the power of data and digital in shaping next-generation family experiences.
barriers & challenges to overcome
Key barriers identified in the discussion included:
- Data capture and interpretation: Organisations often lack the capability to collect and analyse the data they need.
- Internal silo structures and lack of resources: Fragmented internal operations slow down the ability to embed audience-first thinking.
- Competing priorities and differing stakeholder agendas: Balancing organisational needs with audience expectations remains a major challenge.
- Digital capability and engagement strategies: Limited knowledge or misunderstanding of digital tools can hinder progress.
- Money and stakeholder buy-in: Many organisations struggle to secure leadership approval and financial investment.
key takeaways: insights and strategies
Redefining "family" in the digital age
Family dynamics are shifting, and so too must the ways in which attractions engage them. One major discussion point was the growing role of grandparents in facilitating visits, often stepping in to take grandchildren on days out due to parental work commitments or financial pressures. However, reaching this audience is challenging if they are less inclined to share personal data or engage with digital marketing. One organisation found 20% of their memberbase without registered email addresses.
Solutions include leveraging community groups, physical on-site sign-up incentives and social media engagement strategies tailored for older audiences. Additionally, physical print and postal campaigns remain a highly effective method of reaching this demographic, as many grandparents still prefer tangible materials over digital communication.
Another key audience is teenagers—often overlooked but highly influential in family decision-making. Experiences designed specifically for teens, like fully immersive digital interactions or influencer-driven campaigns, can help tap into this market. Successful examples include the Design Museum’s ‘Rebel’ and “The World of Tim Burton” interactive exhibitions, or the V&A’s “Mused” website targeting younger generations.
A powerful strategy discussed was fostering long-term engagement from an early age. Attractions that create engaging, memory-building experiences for younger children see higher long-term membership retention. Young people are 4 times more likely to engage in culture through family than through school, reinforcing the importance of early exposure to cultural experiences. Seasonal events such as Halloween or special exhibitions like the Barbie phenomenon drive both attendance and retail spend, highlighting the appeal of niche, collectible, and exclusive experiences. Additionally, Christmas continues to be the biggest income generator for many visitor attractions, with festive-themed experiences, light trails, and exclusive holiday events creating significant revenue opportunities through ticket sales, retail, and memberships.
Data-driven growth: insights over perfection
There is no such thing as a perfect data utopia. Instead of waiting to build a comprehensive dataset, attractions must take incremental steps—testing and learning as they go. This iterative approach allows organisations to refine their digital strategy based on real user behaviour.
Taking these baby steps also helps to realise value early on and to secure leadership and board buy-in for further scaling. Demonstrating small, cost-effective "prove-it" points makes it easier to unlock additional budget and resources over time. Regular engagement with cultural sites is linked to higher life satisfaction among young people, making it even more crucial to leverage data to sustain and enhance these experiences.
Practical tactics include:
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Identifying key gaps in current data and addressing them with quick-win solutions like digital feedback forms, on-site kiosks, and Wi-Fi login prompts.
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Using behavioural data to inform content and engagement strategies. For instance, tracking visitor flow through digital touchpoints can help optimise experience design and upsell opportunities.
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Understanding that even small insights—like peak visiting hours or popular ticketing bundles—can lead to significant revenue gains when applied strategically.
Balancing value with affordability
With cost-of-living pressures shaping family decisions, the discussion turned to designing high-value, budget-friendly experiences. Attractions are no longer just competing with other attractions but also with the affordability of everyday luxuries—such as Netflix and Disney+ subscriptions or a weekly takeaway. 4.2 million children (29%) were living in poverty in the UK in 2021-22, making cost a significant barrier to cultural access.
Some effective approaches included:
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Membership models that offer exclusivity and guaranteed access rather than just discounts.
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Tiered pricing and “pay what you can” days to make visits more accessible.
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In-person digital experiences, such as augmented reality trails or interactive installations, which attract younger audiences while providing shareable social content that enhances marketing reach.
An emerging area of interest is how blockchain and crypto could be leveraged for visitor engagement and reward schemes—offering new ways to incentivise repeat visits and community participation.
Building loyalty through gigital channels
Retaining visitors is just as critical as attracting them. Key loyalty-building tactics discussed included:
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Digital platforms that create continuous engagement beyond the visit—such as exclusive online content, virtual behind-the-scenes access, and early-bird booking perks.
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Encouraging community-building through user-generated content, competitions, and interactive storytelling.
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Enhancing accessibility and inclusivity, ensuring that digital solutions cater to diverse family needs, from neurodivergent-friendly resources to multilingual content.
Where to start: practical steps for attractions
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Know your audience – Start by assessing existing visitor data to identify gaps and growth opportunities.
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Test and learn – Implement small-scale digital initiatives and refine them based on real engagement metrics.
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Enhance the visit – Use technology to create immersive, memorable experiences that cater to diverse family dynamics.
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Think beyond the visit – Extend engagement through digital channels to drive long-term relationships and loyalty.
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Stay agile – Digital transformation is ongoing. Be willing to iterate, experiment, and embrace emerging trends.
join our community
This roundtable was just the beginning. We are looking to build a community of industry professionals who can come together, share insights, and help push the visitor attractions sector forward. If you are interested in joining the conversation, collaborating on innovative ideas, or simply staying informed on the latest strategies, we would love to hear from you. Would you like to get involved? Email hello@manifesto.co.uk for more information.