About The Authors

August 2025 - Culture and Heritage

Despite economic pressures, family visitors continue to be vital to the success of heritage and arts organisations, latest research finds: Recent research indicates that, despite prevailing economic challenges, family visitors continue to play an essential role in the profitability and visitor engagement strategies of arts and heritage organisations. Findings from the March 2025 research suggest that family attendance is increasing, as many of these organisations explore and adopt new ways to drive engagement with family visitors.

The March 2025 survey by the Heritage Fund and Arts Professional polled 338 heritage and arts organisations. While 162 respondents completed the full survey, the remaining 176 answered at least one question. 

A key insight from the research notes how family spending has changed, and not for the better for the organisations involved. While nearly half (48.7%) of respondents (n=78) did not observe any notable changes in family visitors' spending behaviour whilst on site, a sixth (17.9%) of respondents reported that family visitor spending had fallen in some areas. One in 10 (11.5%) had seen a decline in the amount spent on merchandise, and 7.7% had seen a decline in the amount spent in on-site cafes and restaurants, with some organisations observing that an increasing number of families bring their own food. Just 4% of organisations reported an increase in general spending at their site.

The study shows that in response to this decline, as more families look for free or lower-cost experiences, some organisations have adopted innovative strategies to grow their family visitor numbers and increase their spending. Of those implementing successful strategies (n=91), nearly a quarter (22%) organised events or activities, and 18.7% created children-specific events to attract families. Similarly, the same proportion (18.7%) collaborated with influencers and relied on word-of-mouth and social media to boost audience engagement. Additionally, over one-sixth of organisations have reviewed their pricing policies and introduced discounts and promotions, which have led to increased family visitor numbers. 

Other Culture and Heritage Research Findings

Other Latest Market Research Insights