Forward-thinking operators are reshaping the visitor attraction market through innovation and diversification, finding new ways to remain relevant and profitable year round, in challenging market conditions. Weatherproof facilities keep experiences comfortable, while nocturnal programming taps into the growing appetite for noctourism, when visitors actively seek experiences after dark. At the same time, collaborations with local businesses and technology providers can help transform winter months into opportunities rather than off-season challenges.

In this blog we explore four key considerations for operators seeking to broaden their offer and, where possible, their season.

1.   Weatherproof your attraction

For UK visitor attractions, the changing climate and increasingly unpredictable weather remain some of the biggest barriers to year-round custom. To overcome this, operators could consider investing in infrastructure that keeps guests comfortable whatever the weather. Covered walkways, glass houses and sheltered seating protect visitors from sudden downpours, while indoor attractions ensure experiences can continue despite the forecast. Improved pathways and drainage reduce safety risks, and climate-controlled environments create welcoming spaces even in the colder months. Meanwhile, installing hardstanding or grass reinforcement offers car parking that is more resilient to weather conditions.

Current examples include the Eden Project in Cornwall which benefits from giant biomes creating tropical and Mediterranean environments, offering immersive experiences regardless of the weather. Similarly, the Hockerhill Adventure Playbarn in Staffordshire and the Playhive at Stockeld Park in Yorkshire provide exciting weatherproof indoor play spaces.

2.   Extend opening hours with noctourism

One of the most effective ways to build resilience and broaden appeal is by extending opening hours. Attractions that offer evening and night-time programming can unlock new audiences and income streams. The rising trend of noctourism is gaining momentum across the UK.

Examples range from family stargazing events and illuminated gardens to immersive overnight stays. Longleat’s festival of lights has become a flagship noctourism event. The internationally renowned Aspinal Foundation has also embraced this trend, combining animal conservation with unusual holiday accommodation. Guests can book quirky overnight experiences which include glass-walled lodges within animal enclosures.

3.   Harness technology

Technology is enabling many attractions to stretch the season and diversify visitor experiences. Digital tools can help attractions appeal to new audiences and even engage visitors beyond traditional opening hours. Examples include:

• Smart ticketing and apps: Mobile platforms can streamline entry and personalise itineraries, all helping to manage extended opening hours and night-time events.
• Immersive storytelling: Virtual reality can bring exhibits to life, allowing visitors to explore hidden histories or interact with the environment in new ways.
• Data-driven insights: Digital tools and data can help understand visitor behaviour, identify off-peak opportunities and tailor year-round programming.
• Hybrid experiences: Attractions do not need to extend their physical opening hours to broaden their appeal, but there could be opportunities to create more flexible offerings that reach beyond the site itself. Livestreamed events, digital memberships and online workshops allow visitors to engage with attractions remotely.

4.   Diversify your offering

Extending the season is not only about infrastructure or longer opening hours, it is also about broadening the appeal of the attraction. As discussed in Savills Spotlight on Tourism and Leisure, operators that successfully incorporate the growing trends of sustainability, authenticity and wellbeing are best placed to thrive.

Attractions can benefit from collaborating with, for example, other local attractions, hotels, restaurants and transport providers to create bundle packages, cross promotion and joint ticketing.

Seasonal and cultural events, from winter festivals to heritage celebrations provide fresh reasons to visit outside the traditional peak months. Chatsworth House in Derbyshire is successfully offering a behind-the-scenes guided tour of the historic working and services area rarely seen by the public, and Blenheim Palace in Oxfordshire has been successful in offering rooftop tours during the roof restoration project.

Balance opportunity with risk

While diversifying and extending the visitor attraction season brings clear benefits, operators must also weigh up the risks and resource implications. Longer opening hours will demand additional staffing, higher energy costs and greater wear and tear on facilities. Investment in weatherproofing or technology can require significant capital, making return on investment a critical consideration.

Visitor attractions should explore dynamic funding models, including grants, partnerships and sponsorships to offset the costs. Ultimately, success depends on balancing ambition with practicality, ensuring that new initiatives are not only innovative, but also cost effective and resilient in the long term.

Further information

Contact Simon Foster or Adam Davies