The most pronounced trend in the visitor attraction industry entails developing immersive experiences. People are eager to escape from their everyday lives by engaging in activities where they are the players instead of spectators. Museums and zoos, once purely observational activities, are innovating and activating their exhibits to be more experiential. Theme parks are emphasizing their theme for a more immersive experience. Industrial attractions, immersive by nature, are inviting visitors to partake in the industrial activity instead of simply observing.

Gamification can be used to enhance the visitor experience. Using technology, attractions merge the real world with video games. Super Nintendo World, for example, offers the ability to “Unlock even more interactive play at SUPER NINTENDO WORLD™ with your Power-Up Band” (Universal Studios Hollywood, n.d. para. 5), which can be used to complete challenges, collect digital coins, and more throughout the park.

Like gamification, much of the experiential revolution is driven by technological innovations. New technologies like virtual reality (VR) make it possible for visitors to become part of a story, bringing history or experiences to life using VR headsets. Technology also leads innovation in selling and redeeming tickets and managing crowds.

Social and ethical awareness is a focus of many visitor attractions. As discussed previously in this chapter, many museum administrators emphasize social responsibility and focus on creating social justice and environmental accountability within their communities. Other visitor attractions also emphasize their duty to society and the world. In response to consumers, many attractions have begun to examine their role in animal welfare, diversity and inclusion, and environmental sustainability, aiming to source products and services from companies who share their same values.

Fifteen percent of the world is living with a disability (MMGY Global, 2022) and 20% of the world’s population is classified as neurodivergent (Jones, 2023). Attractions are recognizing that providing accessible facilities, activities, and environments increases sales. The Museum of Flight, for example, offers free Sensory Days for those with sensory processing disorders, autism, and other conditions. During these days, sensory inputs are dialed back. For example, lights are dimmed and the level of sound is reduced in order to make the experience more pleasant for neurodivergent people.

Trends are directed by societal change and innovations at visitor attractions mirrors these changes. Technology also drives the types of experiences offered by visitor attractions. Ongoing modifications allow for visitor attractions to remain relevant to the visiting public.

Attributions

1. Figure 7.25: Universal Studios Hollywood, Super Nintendo World by Jeremy Thompson is released under CC BY 2.0