The 2025 Visitor Attraction Website Survey

For the fourth year running, we’re back with the only digital benchmark created by and for the visitor attractions sector.

This isn’t broad tourism data. This is tailored, actionable insight designed specifically for museums, theme parks, heritage sites and cultural destinations – helping teams like yours better understand how your website performs, where friction points lie, and how to convert more guests online. This year’s survey is our most ambitious yet, with new features that go beyond analytics to bring the visitor’s voice into the mix. In partnership with Decision House, we’re introducing consumer research that uncovers what really drives people to book - or bounce.

We’re also shining a light on digital sustainability, testing homepage speed, energy use and carbon impact across the sector. And every attraction that takes part will receive a Mobile Effectiveness Index score to see how their site stacks up in a mobile-first world. Short on time? We’ve made it even easier to take part with a new option for Rubber Cheese to handle the data capture for you.

Curated by Rubber Cheese, part of the Crowd Convert group, and supported by Navigate, Merac, Decision House as well as ACE, ALVA, ASVA and AVEA, the 2025 Visitor Attractions Website Survey is your opportunity to gain sharper, more relevant insight - so you can do better, not just know better.

• Open to attractions of all sizes
• Free to take part
• Your data stays anonymous
• Deadline: 15-Jul-2025

Merac

Merac is a powerful, intuitive ticketing and retail solution built for the unique needs of attractions, museums and cultural venues. From admissions to gift shop sales. Merac streamlines the entire guest journey - reducing friction, boosting revenue, and helping teams deliver seamless, standout experiences every step of the way.

Decision House

Decision House helps visitor attractions and destinations truly understand their audiences. With deep expertise in tourism and leisure, they turn research into real-world impact - revealing what visitors think, feel and do. From brand perception to booking behaviour, Decision House helps teams make smarter decisions that shape better guest experiences.

Get the 2024 Survey Report

For the past three years, the Visitor Attraction Website Survey has been the only digital benchmark created specifically for the visitor attraction sector — showing what good looks like online, and how it’s changed over time.

In 2024, we expanded and improved the survey in some big ways. With over 1,000 attractions included, the data is now more representative than ever. We took a deep dive into the booking process, analysing how the most effective sites are removing friction and improving conversion.

We also introduced a new focus on digital sustainability. For the first time, we ran environmental testing on every website in the database — looking at load times, energy use and carbon emissions — to give a clear picture of how the sector is performing and where improvements can be made.

Created with the support of Convious, Expian, ACE, ALVA, ASVA, and AVEA, the 2024 report offers practical insights and actionable recommendations that help marketing and digital teams across the UK and Europe build better-performing websites and drive tangible results.

Download the full report today and see how your attraction compares.