ALVA Attractions Recovery Tracker

The Association of Leading Visitor Attractions (ALVA) has published the results of Wave 1, 2, 3 and 4 of its Attractions Recovery Tracker offering key insights into how people are feeling about returning to attractions.

The key findings of the latest wave (wave 4) are:

  • Against a challenging backdrop of decreasing general optimism around Covid-19 in the UK, there has been some growth in confidence in attraction visiting – particularly for categories previously unable to open. News around the 4 July permission to re-open in England will undoubtedly have helped
  • Those previously claiming that they would revisit ‘as soon as the opportunity arises’ appear to be true to their word, with 21% of the market (around 8.5m adults) claiming to have already visited since re-opening
  • Among those visiting attractions since re-opening, reaction to safety measures has been fairly good, although nervousness among visitors to attractions which were only allowed to open recently is apparent
  • However, around half the attractions-visiting market remains stubbornly cautious about visiting. Main visit barrier is lack of confidence in attractions’ ability to control distancing, led by concerns over fellow visitors compliance. Can we demonstrate and communicate that these are working well in our attractions – especially those indoors, where concerns are highest?
  • Are there some social inclusion issues beginning to emerge? Early returning is much less likely among the older generation and among those who are not working
  • There is strong evidence that the ‘We’re Good to Go’ mark will have a much-needed, major positive impact upon visit confidence and almost a quarter of the market already claim to have seen this mark
  • There is clear and increasing demand for a full visit experience to be available on re-opening, with significant proportions not visiting if services and facilities were to be closed. Opening with mitigation measures is better than keeping closed
  • However, as indoor attractions re-open, high anxiety in the market remains around these indoor facilities – especially toilets, catering outlets, interactive visit elements and events. Demonstrating and communicating safety measures pre-visit will be even more critical than for outdoor attractions
  • Two-thirds of the market would feel more comfortable about visiting an attraction if masks / face coverings were compulsory, a significant growth since June and reflecting wider public opinion and growth in use in recent weeks. Is now the time to take the socially responsible line and embrace their use in attractions?
  • Attractions located in tourism hotspots, perhaps more than ever, need to keep local residents onside as they seek to attract summer visitors – 71% of residents in these areas would rather visitors stay away.

Read the full reports below. AIM extends its thanks to ALVA for sharing this work.

Wave 4

Wave 4

ALVA Attractions Recovery Tracker wave 4 conducted between 8-11 July. Access the full report from wave 4 here.  

Wave 3

Wave 3

ALVA Attractions Recovery Tracker wave 3 conducted between 9-12 June. Access the report here. 

Wave 2

Wave 2

ALVA Attractions Recovery Tracker wave 2 conducted between 13-18 May. Access the report here. 

Wave 1

Wave 1

ALVA Attractions Recovery Tracker wave 1 conducted between 20-24 April. Access the full report here. 

AIM Partners