Visitor attractions best practice guide

Website

A strong online profile and presence through your website, social media channels and online booking platforms are fundamental to a high-quality visitor experience. They will often be the first place a visitor experiences your business. So, keep your channels up-to-date with consistent messaging and information across platforms.

Examples of best practice: 

• Make key information easy to find or navigate to on your website. Visitors should quickly be able to see up-to-date information on booking, contact details, directions, prices, and opening times.
• Use Search Engine Optimisation (SEO) to increase visits to your website by making it more visible online. Find out more about the basics of SEO.
• Visitors are likely to be accessing your website by smart phone, so make sure your website is fully enabled for all devices.
• Link to your social media channels. Update them regularly, engage with users, and reflect your business in the best possible light.

You may also find our following pages useful when creating and maintaining content on your website:

• How to create good content to promote your business
• Six tips on improving your social media presence
• Promoting the accessiblity provision of your business
• How to create great imagery for your business website / social media

Information provision

Your attraction is likely to have a range of potential visitors, each with their own requirements. Make sure you have information available for all of your visitor types, so you don’t miss out on converting browsers into bookers.

Examples of best practice:

• Set expectations that you can meet. Be clear about what your attraction (or activity) is and what the visitor can expect.
• Consider visitors with access requirements. Find out more about promoting your accessibility and how it can benefit your business.
• If possible, provide foreign language options on your website.
• Regularly respond to online reviews in a positive and constructive manner. This will give reassurance of the service visitors can expect to receive in-person.
• Set up a Google Business Profile, keeping it up-to-date, fully populated and use high quality imagery. Find out more about how Google Business Profile can benefit you.
• Provide clear and comprehensive directions from all key routes, using all applicable modes of transport.
• Link to Google mapping or a detailed OS mapping.
• Mention parking availability and the closest electric vehicle charge points, if not on site.

Booking procedures

Where a booking is necessary to visit your attraction or activity, booking procedures should be fit for purpose, clear, and easy to navigate.

Examples of best practice:

• Make your booking system obvious and easy to find by including a "book now" button on all main website pages.
• Ensure the process is intuitive and gives reassurance at each stage.
• Offer a secure payment process.
• Clearly show terms and conditions and include the cancellation policy.
• Use your booking process to collect any additional information or visitor needs, such as access and dietary requirements.
• Provide confirmation and receipt promptly after the booking is complete. Many booking systems can automate these communications to help save time.
• Send reminder emails and post-visit follow up.
• For tours or activity-based attractions, it’s especially important to provide pre-visit information. This can include meeting point, departure time, overview of tour / activity, clothing to wear, any alternative arrangements, and food and drink provisions.
• No matter how much information you provide, be prepared to answer questions and offer further reassurance. This can be both online and over the phone.

Visitor flow management on arrival

How visitors navigate your experience from beginning to end can have a big impact on their overall experience. Consider how to implement measures to make it as easy as possible to move through the different areas.

Examples of best practice:

• Make sure all areas are unobstructed.
• A spacious entrance area and separate exit allows a comfortable flow and avoids congestion.
• Clearly define and display where your admissions, reception area and ticket sales points are.
• Provide ample queuing space with clear indicators as to where visitors should wait or queue.
• Clearly display the onward route from the entrance area to the main body of the attraction.
• If you operate an outdoor attraction, incorporate some shelter from the elements.
• If possible, have multiple areas for ticket sales and information. This will assist with your visitor flow, especially at peak times.
• Train staff to pro-actively assist visitors and manage queues during peak times.
• Inform visitors which times are busiest so they can choose to visit off peak. This can greatly improve visitor flow management.

Appearance of external grounds and car park

Your grounds, from the driveway entrance and parking area to your front door, play a big part in establishing a positive first impression. These are the areas that visitors will see as being under your control.

Examples of best practice:

• Schedule ongoing maintenance to ensure that grounds are presented in an excellent condition.
• Provide ample high-quality seating, picnic tables (if applicable), planters, and bins.
• Maintain a high quality parking surface with no signs of wear and tear.
• Provide clearly marked car parking with separate coach, family, and accessible parking spaces.

Appearance of buildings

All building exteriors should be presented and maintained in excellent condition. Decorative enhancements can really add to that initial wow factor you will want to create.

Examples of best practice:

• Ensure the building is of a high build quality and the building as well as any paintwork or woodwork are in excellent condition.
• Make sure windows and entry doors are free from clutter.
• Use external lighting as a feature to enhance the building.
• Use enhancements to raise the overall quality of the property, such as hanging baskets, window boxes, banners, signage, or additional architectural features.

Signage

All signage, from the turn off into your car park to your reception or entrance, should be clearly displayed and of the highest quality and condition. Having a consistently high standard helps create an identity that sets expectations of the quality the visitor can expect inside the attraction.

Examples of best practice:

• Install and maintain signage with outstanding quality materials, innovative design, and with a consistent identity or theme.
• Make sure signs are clearly visible and logically positioned, offering worthwhile information to aid the visitor.
• Provide signs that are clear and easy to understand with an overview of what can be found inside the attraction, as well as clear opening hours.
• Consider a "welcome sign" in foreign languages.
• Ensure any symbols are easily recognised.

Pricing

Obvious and transparent pricing is important for your visitors. Tell them at the earliest opportunity what the cost for entry will be.

Examples of best practice:

• Use high quality robust material for price displays.
• If available, display pricing on screens to make it easy to update quickly.
• Make your pricing information clear and easy to understand.
• Display the pricing externally on the building or in the car park and repeat at the welcome desk. It must also be consistent with pricing that features in printed brochures, online or any other marketing.

Décor and maintenance

If you aspire to be a top visitor attraction, it's fundamental that the quality of every aspect of your building is the best it can be. First impressions count. 

Examples of best practice:

• Maintain high-quality décor across all areas (e.g. flooring, fixtures and fittings, paintwork, and woodwork) in excellent condition and with no wear and tear.
• Install high-quality and hard-wearing flooring, appropriate to the heavy use within an arrival environment.
• Invest in high-quality furnishings that are co-ordinated in finish and ensure they remain in excellent condition.
• Ensure ventilation, heating, and lighting are of an exceptional standard and in full working order.

Menu presentation

How menus are displayed can help visitors to make their decision and should mirror the high standard across the catering area. Things to consider are the menu material, layout, display of choices, and branding.

Examples of best practice:

• Present menus at the earliest opportunity. This could be online, on arrival at the attraction, at entry to the catering facility, and in other key areas around the attraction. This helps to promote food and drink offers and encourage visitors to eat with you.
• Have professionally produced menus on tables or issued to customers at tables. The presentation should be of a high quality, clean, and in pristine condition.
• Present counter displayed items in an appealing way and clearly labelled, including with any allergens.
• Position specials boards in places that are easy to view.
• If screens are used elsewhere in the attraction, consider using them in your catering area too for menu options or specials. This will keep a consistency with other areas of the attraction and makes it easy to update.

Food and beverage quality, range, and presentation

Your food and drink offer should be enticing to your visitors, thus encouraging them to eat with you.

Examples of best practice:

• Offer a wide range of high-quality produce to suit your visitor mix, including a children’s menu and as many different dietary requirements as you can accommodate.
• A high proportion of produce should be fresh, seasonal, and sourced from local suppliers. Where possible, share this information on the menu or encourage your staff to talk about this with visitors.
• Give recognition of the theme of your attraction in the menus and range of produce offered.
• Serve food and plates at an appropriate temperature.
• Serve your food with a high-quality presentation to make it as visually appealing as possible.

Visitor flow management

Through effective visitor flow management, visitors can seamlessly navigate your catering area and enjoy another positive experience at your attraction.

Examples of best practice:

• Clearly define where your catering area is and ensure it’s unobstructed, spacious, and used only for catering purposes.
• Clearly indicate whether it’s "self-service" or "table service".
• Provide ample space between counters and tables for visitors to move around.
• Position counter areas to flow logically (e.g. food items, drinks, cakes, till, and cutlery pick up).

Décor and maintenance

The décor and maintenance of your catering area can set the tone for the quality of catering experience on offer. An attractive and gleaming facility could help entice more visitors to eat with you.

Examples of best practice: 

• Maintain high quality décor across all areas (e.g., flooring, fixtures and fittings, paintwork, woodwork, and furniture).
• Ensure lighting, heating and ventilation are of an outstanding standard to offer an appropriate ambient atmosphere for visitors to dine in.
• The quality of the table presentation is important too. Where possible, provide high-quality crockery and cutlery, and table decoration to add to the appeal of your catering offer.

Orientation

First class orientation ensures there is a logical, intuitive route through the attraction. Regular and clear advice on how best to make use of all areas will give visitors the opportunity to engage with every aspect for the best experience.

Examples of best practice:

• Install site overview boards with "you are here" marked.
• Have comprehensive verbal orientation from staff on arrival. (e.g. explain what the best way is to view the attraction).
• Make use of finger posting, hand-out maps, one-way systems and audio guides that take the visitor from one area to the next.

Signing and visitor flow management

Any signage in place should be of a high quality and in line with the theme of your attraction. They should help visitors navigate the different areas and get the best out of their experience.

Also consider the volume and movement of visitors within your attraction and make it easy for them to easily move around and view each area.

Examples of best practice:

• Consider using the following signs: information signs, exit signs, toilet signs, out-of-order signs, and any temporary signs.
• Incorporate your branding into signage and consider how to make signage inclusive (e.g. make use of universal symbols, consider the colour of the background and font to make it easy to read).
• Ensure access is unobstructed and spacious, allowing visitors to move easily through the exhibits.
• Provide plenty of viewing space for areas of importance or particular interest to visitors.
• Look at timed entry and one-way systems to manage visitor flow at peak times.

Cleanliness

Cleanliness is crucial to ensure a positive visitor experience and to protect the reputation of your attraction. This will require consistent effort and attention to detail with regular deep cleans and checks throughout every day.

Examples of best practice:

• Empty external bins regularly and do regular litter picks outside.
• Check around buildings, window frames and doors for webs and other build up. Brush them down regularly, both internally and externally.
• Clean windows regularly and check glass doors for finger marking throughout the day.
• Regularly sweep and hoover external and internal floors and mats throughout the day.
• Check high and low levels, light fittings, walls (dust cling particularly above heaters), for dust, debris and web build up.
• Keep interpretation boards, screens, and glass cases smear and dust free.
• Ensure any equipment provided to visitors is clean, sanitised, and well presented.
• Be seen to be cleaning and sanitising high touch points such as door handles, touch screens, card machines, and tops of counters regularly.
• Ensure shelving and merchandise are clean and dust free to not put off visitors from buying them.
• Clean cutlery and condiments to ensure they are clean of debris or dried foodstuffs.
• Regularly sweep the flooring and clean extractor fans in catering throughout the day. Train staff to wipe crumbs from tables into their hand or use a crumb catcher to prevent debris build up on floors and on seating.
• In the toilet area, double check that you've cleaned the back of cubicles and bathroom doors as these are often missed.
• Clean under toilet seats to avoid yellowing or discolouration.
• In the toilet area, dust the top ledge of cubicle walls and ensure they are regularly wiped. It is important to have evidence of regular staff checks throughout the day. This includes emptying bins, replenishing stock, mopping floors, and wiping vanity units.
• Keep tiled surfaces, glass, mirrors, and chrome smear free and polished.

Inclusivity

Being inclusive means placing a high degree of effort into welcoming visitors of all types. You want to ensure that people with different needs can get the most out of the experience you offer.

Examples of best practice:

• Provide tours in multiple formats: audio handsets, face to face, printed (large font, on request), and tablets.
• Provide visitor materials in multiple foreign languages, British Sign Language, Braille, and basic English for visitors with learning difficulties.
• Offer free Wi-Fi and display clearly any instruction on how to connect.
• Clearly display in your marketing, pre-arrival communication, and on-site if your attraction is child friendly. Tell visitors what’s on offer for different age groups (e.g. quizzes, hands on, trails, storytelling, play equipment / parks, and children's menus).
• Train staff to confidently answer questions about your inclusive and accessible practices and facilities. Find out more about inclusive customer service.
• Create an accessibility guide for your business. This way, anyone who needs to know more about accessibility has the information to decide if a place or space will work for them. Learn more about promoting your level of accessibility.
• Cater for an extensive range of dietary requirements (if catering is available).
• Provide accessible toilets, gender neutral toilets, and baby change. If there are no changing places on site, signpost to the nearest facility.
• Provide space for breast-feeding and be dementia and autism aware. You can also offer free tickets for carers, cater for assistance dogs, and ensure adjustments can be made for visual impairment.
• For visitors who might be physically unable to go round your attraction, you can use technology such as audio interpretation, virtual reality or artificial intelligence, so they won't have to miss out.

Interpretation of quality and presentation

Interpretation should excite, stimulate interest, educate, be fun and engaging, and meet the needs of all visitors. A variety of different mediums can be used to tell your stories in engaging ways and offer a wow factor for your visitors.

Examples of best practice:

• Use technology to enhance the experience. This could be artificial intelligence, immersive whole rooms, audio guides, virtual reality, sound effects, or interactives. Remember to keep the technology up-to-date as it develops.
• Offer a variety of ways to tell the story (e.g. live guides, hands on activities, theatre / character actors, room sets, films to watch, artefacts to look at, and interpretation boards).
• All areas of an attraction should offer a story. Don’t leave any areas without interpretation or something to engage with.
• Interpretation should be accessible to all visitor types.
• Offer temporary exhibitions to encourage return visits.

Décor and maintenance

Across the core attraction, the décor, flooring, fixtures and fittings should be of a high quality to reflect the high standard of visitor experience. Lighting, heating, and ventilation should also be effectively installed and maintained.

Examples of best practice:

• Have pristine paintwork and woodwork.
• Make use of enhancements, appropriate to the attraction, of a professional standard and in excellent condition.
• Install high-quality, hard-wearing flooring in excellent condition, appropriate to the location.
• Install high-quality fixtures and fittings, all in excellent condition.
• Ensure that ventilation, heating, and lighting are all in full working order, to create a comfortable atmosphere. Pay particular attention to effective use of lighting that covers displays and exhibition areas.

Visitor flow management

Having a well-thought out sales area that allows ease of access to all visitors will add to an improved visitor experience and an increase in takings.

Examples of best practice:

• Have a sole purpose area for the sale of merchandise.
• Set up the space to avoid bottleneck areas and overcrowding.
• Have clear queue directions and management in place. Make sure you’re offering appropriate queuing space that does not snake back into the main retail area. This will allow other visitors to continue their browsing and spotting valuable sales.
• Arrange displays and stock to optimise the space and comfort afforded to customers.
• Avoid having products only behind pay points or reception areas if possible. Having the option to browse prices and look closer at items without needing staff assistance will help maximise sales.

Range and presentation of merchandise

Merchandise within your retail space should offer a range that exceeds customer expectations. This range should include high quality products that suit the theme of attraction, customer mix, interest and budget.

Examples of best practice:

Range

• Offer a wide range of high-quality products that are appropriate to your theme. Ideally, include unique products that can't be found anywhere else.
• Source items locally that can showcase your region and community where possible.
• Offer branded items and branded "pocket money" items that children will want to pick up.

Presentation

• Shout about the products which are unique or of local / Scottish provenance. These will really add to your visitor's experience. By using high-quality local products, you're also showing your business in a positive light socially and environmentally.
• Aim for the wow factor in presentation with an overall look that is pleasing to the eye and draws customers in.
• Create multi-dimensional displays, using varying height, depth, and colour. Make some displays interactive or offer tastings of product on sale.
• The retail experience should be exceptionally well-presented and innovative in use of design, props, display materials, and lighting to bring presentation to life.
• Ensure your displays are tidy and well-stocked with items clearly priced and where possible, add any extra details such as origin of the product.

Arrival

Hospitality and friendliness upon arrival

The arrival area will most likely be the first physical interaction your visitor has with your attraction. Make a great first impression by offering a warm and friendly welcome.

Examples of best practice:

• Be pro-active and lead conversations with your visitors.
• Make it clear to visitors that staff are available to answer any queries throughout their visit.
• Be enthusiastic and offer a positive first impression with a smile and use of open body language.
• Show visitors that they are valued at your attraction by demonstrating empathy. Show an interest in what they say, personalise interactions, and adapt your delivery when needed. 

Service and efficiency upon arrival

Visitors will want to move quickly from the arrival area into the main attraction. So, staff should be ready to deal quickly and efficiently with admissions in the arrival area.

Examples of best practice:

• Always have a staff presence within the key arrival areas to ensure visitors are dealt with quickly.
• Regularly train staff on arrival procedures and systems to ensure that admissions are handled quickly and smoothly.
• Ensure the admissions process includes outlining all the ticket options available to visitors. Offer receipts along with tickets and have comprehensive scene-setting information to ensure visitors get the most out of their visit.
• Upsell and cross sell where possible (e.g. booking visitors in for lunch before entering the core attraction).
• Train staff to be aware of queues forming and how to take action to reduce visitor wait times (e.g. opening another till, requesting extra staff, or organising queue lines).
• Always finish by checking that there is nothing else the visitor needs.

Core experience

Hospitality and friendliness within the core experience

This area is the reason most visitors have come to the attraction. Create a memorable impression by pro-actively engaging with visitors.

Examples of best practice:

• Ensure staff are visible to visitors within the core attraction areas and available to answer any questions quickly.
• Proactively acknowledge all visitors as they enter the area.
• Engage with visitors to help them make the most out of the attraction (e.g. share stories, showcase what is on offer in the area, and direct them to interactive areas and activities).

Service and efficiency within the core experience

Visitors will want to get the most out of the attraction and staff can help by providing advice and guidance based on the visitor’s wants and needs.

Examples of best practice:

• Have exceptional knowledge of the attraction, both in terms of layout and content.
• Share information with visitors that complements the interpretation presented at the attraction.
• Provide scene-setting information relevant to the area of the attraction.
• Ensure the visitor has all the information and equipment (e.g. headsets) required to make the most out of the experience.
• Provide on-going directional guidance and advice when needed.

Tour guide or performer

Hospitality and friendliness of the tour guide or performer

A tour or performance should be conducted with genuine warmth, hospitality, and personalisation. Staff here will add to the overall impression of the attraction.

Examples of best practice:

• Demonstrate genuine enthusiasm and passion for the attraction, exhibit, or subject area through body language, facial expressions, and tone of voice.
• Be observant and proactive in anticipating visitors’ needs. Be aware of any visitors who may need extra assistance and try to anticipate this before they need to ask.
• Ensure all visitors enjoy the same outstanding experience and hospitality. No one should be left out or treated differently.

Service and efficiency of the tour guide or performer

Visitors expect an excellent tour, and they should all feel part of the group, learn something, and be engaged by staff.

Examples of best practice:

• Operate tours or performances with outstanding group management (e.g. wait for all group members to reach each point on the tour before starting).
• Start your tour or performance with scene setting information. At the start, don't forget to ensure visitors know the length of the tour, as well as start and finish times.
• Demonstrate a comprehensive knowledge of the attraction through the tour or script content. Don't forget to tailor the content depending on the makeup and needs of the tour group.
• Ensure visitors have the information and equipment required to have an outstanding experience.

Catering

Hospitality and friendliness for catering

Visitors will want to enjoy an outstanding meal or snack when onsite. Staff can play a huge part in ensuring the visitors’ time within catering is pleasant and adds to the overall attraction experience.

Examples of best practice:

• Be an ambassador for your brand and show enthusiasm about the catering facility and attraction as a whole.
• Engage in conversation with visitors to maintain a link between the main attraction and catering area (e.g. find out if the visitor has explored the whole attraction yet or if they’ve had a favourite experience or area in the attraction).

Service and efficiency for catering

Efficiency is key. Allow visitors to move quickly through the process and have everything they need for an enjoyable meal or snack.

Examples of best practice:

• Be proactive, flexible, and adapt to visitor requests as quickly as possible. You can help by offering assistance if the catering area is self-service. Or you can carry produce for a visitor if they are carrying a lot of items.
• Have extensive knowledge of the catering area both in terms of layout and menu content. This ensures visitors are fully informed before buying anything.
• Where possible, upsell, and cross-sell for other areas of the attraction (e.g. letting visitors know about gift shops).
• Offer receipts for every transaction.
• Always go the extra mile to make the visitor experience as easy as possible. You can point out where condiments and cutlery are before being asked, or offer a glass with ice for bottled drinks.
• Clear away used dishes and wipe down tables as quickly as possible before visitors have to ask.

Retail

Hospitality and friendliness of retail

Staff offering outstanding hospitality and friendliness within retailing will increase sales revenue. Visitors will be relaxed and feel comfortable browsing due to staff engagement.

Examples of best practice:

• Always be visible to customers within the retail space for any questions.
• If out on the retail floor stocking items, be aware of visitors, give them space to view items and offer advice if needed.
• Always engage with visitors at the till point (e.g. positively comment on the items they are purchasing). Add any information you might know about the brand or origin of the items.

Service and efficiency of retail

High levels of engagement from staff in retail will translate to higher purchase rates and revenue.

Examples of best practice:

• Offer assistance to visitors when browsing.
• Demonstrate a comprehensive knowledge of the retail area, both in terms of layout and product lines, as well as the wider attraction.
• Check every item being purchased for any damage or imperfections before completing the transaction.
• Offer additional information or services without being prompted by the visitor (e.g. offer of a carrier bag, explain any associated costs, offer gift wrap (if appropriate) or onward postal service for bulky items).
• Offer a receipt on every transaction.

Staff appearance

Your staff represent your attraction. Consider the presentation of your staff, including uniforms and name badges. This way, they're easily identifiable to your visitors.

Examples of best practice:

• Provide staff with a full complement of bespoke, corporate uniforms, making use of high-quality fabrics and in excellent condition. Instruct staff on presentation (e.g. cleanliness and well-pressed uniforms).
• Where applicable, outfits should be appropriate to the role and attraction.
• Provide all staff with a branded name badge which should be clearly visible. This will provide a higher level of personalisation and accountability to your visitors.
• In catering, give staff branded aprons to wear and ensure they have long hair tied back.

Fixtures, fittings, and décor and maintenance

The quality and condition of your toilets will speak volumes about your attraction and your commitment to delivering the best possible experience for your visitors.

Examples of best practice:

• Invest in the highest quality and hardest wearing fixtures and fittings you can.
• Items that can enhance the visitor experience include sensor operated taps and toilet flush. These will reduce touch points and save water.
• Fully tiled walls or wet walls makes maintenance easier. This is particularly important around wet areas such as washbasins, toilets, and urinals.
• Ensure all décor such as paintwork and woodwork, flooring, windows, and doors are kept in excellent condition with no evidence of wear and tear.
• Invest in high quality toilet cubicles which are solid, well-made, well-fitted and kept in excellent condition. Don't forget to also pay attention to handles, locks, and hooks.
• Keep enhancements such as pictures and signage for the attraction in excellent condition with no sign of wear and tear.
• You can also opt to invest in effective hand dryers, air fresheners, a consistent hot water supply, accessible equipment, booster steps, and high-quality fittings for soap and hand lotion.
• Ensure ventilation, heating, and lighting are all in full working order. Regularly schedule checks for their maintenance.

Adequacy of provision

The very best attractions give consideration to the number of toilet facilities and the varying needs of their visitors. By getting both right you're setting yourself up for success.

Examples of best practice:

• The number of toilet facilities available should be able to cope with visitor numbers at peak times.
• You have appropriate provision for levels of business at the attraction. If visitor numbers have increased since build, it may be time to add more toilets.
• Your toilets, including accessible toilets and baby changing facilities, should be situated in an area that is easy to locate and access. Visitors will not want to go back to the beginning of the attraction or to the catering area if they're in the middle of the core experience. Larger attractions should have facilities in several locations.
• The ratios of each element within the bathroom area should be appropriate. For example, consider the number of cubicles to basins, soap dispensers and hand dryers to ensure efficient use of the facilities and maximum visitor comfort. Ideally, visitors shouldn't have to wait for a basin or reach over others to get soap or use a dryer.

Visitor flow management

Visitor flow looks at how easy it is for all types of visitors to use your toilet facilities. You should consider how the visitor gets into the facilities and then, once in, how they make proper use of them. It's within your power to manage this space effectively, for their increased comfort.

Examples of best practice:

• Provide a comfortable visitor experience by having unobstructed, spacious toilet facilities.
• Pay attention to the spacing between the main facilities and allow for free movement between cubicles, basins and dryers.
• Position additional facilities such as hand dryers, soap dispensers and bins in obvious places.
• Within cubicles, provide ample storage and hanging space for visitor belongings, located in an area of maximum convenience for the visitor.