VAC 2024 Conference Highlights and Takeaways

Neil Lewin More 

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Neil
Owner

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We were grateful to attend and engage with industry leaders at the Visitor Attractions Conference 2024 (VAC 2024).

It was also a privilege to speak in the afternoon session on The Digital Customer Lifecycle, where we shared actionable strategies for improving website performance. Concepts like regular mobile-first website review meetings and the LIFT model seemed to resonate strongly with attendees. This event offered invaluable insights into the challenges and opportunities shaping the sector.

Take a look at my brief video summary below.  As ever, a favourite was Bernard Donoghue’s insightful address, where he highlighted key trends and challenges shaping the industry. The emphasis on creating innovative, inclusive, and memorable experiences stood out. With themes ranging from leveraging data and technology to reshaping value propositions, the conference provided a roadmap for attractions to thrive in a shifting landscape.

Key Takeaways from VAC 2024

  • Lean on your network and professional bodies: Leading organisations like ALVA and BALPPA (British Association of Leisure Parks, Piers, and Attractions) provided critical data and strategies to help attractions navigate economic challenges and visitor behaviour shifts.

  • Level Up Accessibility: Attractions need to prioritise inclusivity for all visitors, enhancing accessibility while delivering value. Older visitors are increasingly dropping out of the market due to mobility issues, making it vital for attractions to address these challenges both on-site and online.

  • Embrace Innovation: From hyper-personalisation to AI readiness, the sector is on the cusp of a technological revolution.

  • Sustainability Matters: Future-proofing attractions with eco-friendly practices is becoming more important.

  • Focus on the Basics: Attractions should not overlook simple but impactful elements, like exceptional dining and retail experiences, which significantly influence visitor satisfaction.

  • Diversify Income Streams: Relying solely on ticket sales is risky. Attractions should explore alternative revenue streams to strengthen their financial resilience.

The conversations at VAC 2024 reaffirmed our passion for supporting attractions. With so much creativity and dedication in the sector, the future is bright.

Learn more about VAC 2024 and its highlights here: VAC 2024 website