The Association of Leading Visitor Attractions (ALVA) has been conducting online research since April 2020 to track how the public is feeling about visiting attractions; and to understand how to build trust and confidence in visitors going forward. As members of ALVA, we have found their monthly research incredibly valuable.
Key findings from its latest wave of research, following the ease of restrictions (3-9 August 2021), have recently been published.
With mandatory restrictions lifting, there has been another strong positive shift in appetite for visiting attractions. The hesitant ‘waiting to see what happens for a short while’ segment has dropped to around 30% of the market. Appetite for visiting among the over 55s is also growing rapidly, and appetite for visiting is now similar across all regions.
Appetite for visiting theatres and concert venues is also growing rapidly (especially outdoors), although remains slightly behind the curve of attractions.
80% of the market has now either visited an attraction in 2021 or will do so as soon as the opportunity arises, with only around 5% losing the confidence to visit as a result of restrictions lifting.
However, with restrictions lifting there also remains a strong desire to retain supporting safety measures at attractions in order to build confidence – measures to maintain social distancing, but especially mask wearing in indoor environments. Pre-visit messaging will be key here as the public begins to assume measures are being removed.
Only 27% support the removal of all Covid-19 safety measures from attractions – little change from the 24% in April 2021.