Four ways to be a relevant – and resilient – part of the local visitor economy, without losing your purpose or values.
Coronavirus (COVID-19) lockdown measures are beginning to ease in different ways and at different rates across the UK. And many people are tentatively embracing the opportunity to visit heritage tourism destinations again.
It is clear that there is a pent-up demand for days out and experiences, as research undertaken by consumer insight consultancy BVA BDRC and the Association of Leading Visitor Attractions confirms.
At the same time, the findings show that there are equally significant numbers of visitors who have no intention of returning to their pre-pandemic behaviour yet, especially in indoor venues.
Together with tourism partners, the heritage sector has a major part to play in rethinking the model to make sure that visitor levels are controlled, that the experience is rewarding, reassuring and responsible – for operators as well as visitors. At risk is the perception of UK heritage tourism both here and abroad.