The latest visitor sentiment research from ALVA (Association of Leading Visitor Attractions) has been released, covering the period 17 – 22 June. The key points from the research are:

• Since late April, there has been a positive shift in appetite for visiting attractions when they re-open. In particular, some of those ‘waiting to see what happens for a short while’ are now ready to visit, although this hesitant group still represents around 40% of the market.
• Appetite for visiting has continued to grow across all age groups, in the South of England, Wales and Scotland, although it has stalled elsewhere in England – particularly the North West.
• Although confidence is clearly growing and anxiety around using facilities falling, 60% still express fear or concerns about visiting – especially on measures to limit crowds / keep distancing. Three-quarters of the attractions-visiting public are not yet ready to remove Covid-19 safety measures, the same as at end April.
• Theatres and indoor performances are the attractions / events about which most members of the visitor-attraction going public are most hesitant to attend or visit.
• Although falling slightly since the end of April, there remains notable support for some form of ‘proof of vaccination / exemption’, especially for indoor venues and among the over 55s, once the vaccine has been fully rolled out. Around a third of those who would ordinarily visit indoor attractions/events claim that they would not visit unless all visitors had some form of vaccine proof.

Evidence indicates that vaccine proof would be a trigger for tempting many from the more cautious segments to return to indoor attractions, but may alienate some current visitors.