The 2023 Visitor Attraction Website Report

Hello, you’ve found the Rubber Cheese 2023 Visitor Attraction Website Report. Sponsored by Convious.

Download the report

Since the launch of our inaugural visitor attraction website report in 2022, we have been blown away by how many in the industry have found the groundbreaking benchmarks for the sector useful.

We know that providing a real focus on visitor attractions as a sector in their own right has meant that the marketing teams behind the scenes can gain a better understanding of how to achieve the highest possible conversion rates, but, we wanted to go further this year.

Having the stats themselves is great, understanding the baseline for what ‘good’ looks like across the sector can only mean it’s easier to improve. But why is this the case? Why are visitor attraction sites performing as they are? Why do customers abandon and what can we be doing to give them the same first-class experience they receive at physical sites, online?

This year, we tailored our survey to give us more insight into the why behind the num- bers. We’ve focused our attention on understanding the impact of website optimisa- tion and visitor engagement on conversion rates. We wanted to know what the current outlook on visitor attraction optimisation is, how visitor attractions can improve their optimisation efforts, and why this is so important for long-term success.

The results have been eye-opening. We’ve seen where benchmarks have changed (or not) and uncovered the key steps that attraction sites can take to improve their user experience for greater conversion.

Carried out with support from Convious, ALVA, ASVA and AVEA the survey report provides invaluable insights and actionable recommendations for attractions in the UK and Europe, allowing marketing professionals to start strategically enhancing their at- traction’s online presence and drive tangible results.

2023 Survey

A big shout-out to all the respondents who contributed and took part in this exciting project. We truly appreciate your valuable input.

But hold on, the fun doesn't stop there. Even though the report is now available to download, you can still get involved. By completing the survey now, you'll receive a personalised report based on the 2023 results.

It's a fantastic opportunity to see how you stack up against this years benchmarks and gain valuable insight into how your website it performing.

We genuinely value your continued participation. Your insights help us paint a clearer picture of visitor attraction websites.

The survey will take approximately 20 minutes to complete if you have all the informa- tion required to hand. We recommend having your Google Analytics 4 account, or equivalent, open.

Complete the 2023 Visitor Attraction Website Survey

Enter your details below to receive a customised report on how your site measures up to other visitor attraction websites.

M+H Award Finalist

Rubber Cheese were shortlisted for Innovator of the Year at the Museums + Heritage Awards for our 2022 Attractions Website Report.

I can’t quite put into words how chuffed we were to be shortlisted. The entire team worked so hard to get this report out to make it something really valuable to the sector. A huge, huge thank you to all the judges who gave us this incredible opportunity.

Visit Museums + Heritage


Convious is a leading data-driven all-in-one management platform for the experience economy. With expertise in online booking, dynamic pricing, and data analytics, Convious helps visitor attractions increase revenue and enhance the overall visitor experience.

We are delighted to have them onboard as our sponsors this year.


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