The Visitor Attractions Website Survey Report
Welcome to the fourth edition of the Visitor Attractions Website Survey Report, brought to you by Merac, and sponsored by Navigate and Decision House.
The Visitor Attractions Website Survey is the only digital benchmark created specifically for the visitor attraction sector. For the last four years, we’ve been tracking what good looks like online, how it’s changing and how your attraction website compares, not against airlines or hotels, but against peers across museums, theme parks, heritage sites and cultural destinations.
This year’s edition is the most ambitious yet, combining data from over 1,000 attractions with expert analysis to provide actionable guidance for improving website performance, guest conversion and online visibility. Whether you run a single-site museum or a global brand portfolio, this report offers tailored insights for your world.
What’s inside the report
- Real-world benchmarks on speed, usability, conversion and engagement
- Sector-specific trends in mobile, sustainability, accessibility and AI
- Opportunities to remove friction and increase digital ROI
- Insights from your peers, showing where you can stand out
Turn Insight Into Action
The Visitor Attractions Website Survey goes beyond analysis to deliver practical tools and expert guidance that help you improve your digital presence today. This edition introduces clear, actionable advice to boost visibility, reduce friction and convert more online visitors.
Explore best practice guides on how to:
- Optimise your content for AI search
Prepare for the shift to answer engine optimisation and conversational discovery. - Improve digital sustainability
Enhance speed, user experience and reduce your website’s carbon footprint. - Turn weather app behaviour into a conversion tool
Use real-time conditions to influence decision-making and drive bookings.
What's new
With over 60% more responses than the previous edition, this survey delivers deeper with more representative insights into what drives online performance. Built entirely around the UK and Ireland (16% from the Republic of Ireland), it is the most geographically focused edition to date.
In partnership with Decision House, the survey includes consumer research that brings the voice of the visitor directly into the conversation, exploring where users encounter friction, how trust and layout impact purchasing decisions and the real-world consequences of slow load times and complex checkouts.
Download the Visitor Attractions Website Survey Report
Brought to you in partnership with:
