ALVA’s key insights as attractions reopen
The Association of Leading Visitor Attractions (ALVA) has published the results of Wave 1 and Wave 2 of its Attractions Recovery Tracker offering key insights into how people are feeling about returning to attractions.
The reports look at two major areas for visitor attractions to consider when they’re planning to reopen:
How should visitor attractions physically present themselves to ensure public trust and confidence in visiting? The Lost Gardens of Heligan have come up with some brilliant touches in their reopening plans, including marking out 2m distances with plant pots - which clearly show the safety procedures in place, while still representing the Heligan values and tone of voice that customers know and love.
How should visitor attractions communicate with their audience, and what are the messages that should be communicated? How do they align with the feelings of the public at the moment?
Some headlines from the report:
The tracker indicates a growing anticipation of visiting attractions within the next 3-6 months as many people holiday domestically rather than overseas
Gardens, country parks and attractions with large outdoor spaces will reopen earlier and see visitors returning more quickly.
There is concern over a second wave of the virus, meaning some customers are likely to wait and see what happens in coming months before considering a day out at a tourist attraction.
Some visitors feel they will not return until a vaccine is available or they feel that the virus has been effectively beaten.
The majority of people are cautious, but there are some groups who are more likely to return as soon as they can
Around two thirds of the market will feel increased anxiety about a visit, so reassurance before and during a visit will be essential.
General concern over crowds and distancing is still the major visit barrier, but people are becoming more focused on the safety measures they expect from attractions when they reopen.
VisitBritain are looking at introducing a charter mark, indicating whether a visitor attraction or business meets all safety guidelines. The importance of this will become high - the report shows that over 50% of visitors feel this would increase their confidence in visiting an attraction.
Top safety priorities for the public include:
Limiting visitor numbers on site, primarily at indoor attractions
Be seen to be implementing and monitoring / policing distancing measures on site
Toilets and indoor cafés
Interactive exhibits or anything that visitors touch
Hand sanitiser around the site and staff visibly cleaning
Read the full reports below.
(With thanks to Association of Independent Museums and Scottish Tourism Alliance.)
