Association of Leading Visitor Attractions (ALVA) publishes recovery tracker report

Mon 4 May 20

The Association of Leading Visitor Attractions (ALVA) has published the results of Wave 1 of its Attractions Recovery Tracker with some key insights into how people are feeling about returning to attractions.

The research has been undertaken to build an understanding how the sector can build trust and confidence among the attractions-visiting public and posed two major practical questions that attractions are likely to have ahead of re-opening.

  1.  How should we physically present ourselves on re-opening to build public trust and confidence in visiting?
  2.  What communications messages should we put out there to build confidence and capture the public mood?

Some headlines from the report:

  • The tracker indicates a growing anticipation of visiting attractions within the next 3-6 months, perhaps a reaction to horizons for overseas travel becoming further away
  • Market is highly cautious overall, but a quick return is more likely for gardens and country parks.
  • Many potential visitors are adopting a ‘wait and see’ approach in fear of a second wave of the virus.
  • A significant proportion of attraction visitors are currently feeling that they will not return until a vaccine is available or the virus at least appears to be comprehensively beaten.
  • Caution is widespread, but there are some groups who are more likely to return as soon as the opportunity arises.
  • Around two thirds of the market will feel increased anxiety about a visit, so reassurance before and during a visit will be critical. Anxiety appears to be less related to the type of attraction.

 

You can download the full report here.

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