Park News
Park World News in association with
Fourth edition of the Visitor Attraction Website Survey delivers actionable insights to strengthen digital experiences
T
he fourth edition of the Visitor Attractions Website Survey is out now providing museums, theme parks, heritage sites and
cultural destinations with sector-specific trends and insights into how to optimise websites for AI search, deliver digital sustainability and remove friction to increase digital ROI. Produced by ticketing and guest commerce
specialist Merac with insights from brand marketing agency Navigate and market researcher Decision House, the report remains the only digital performance study built specifically for the attractions sector. For the first time, the survey incorporates consumer research conducted with Decision House, bringing the voice of the visitor directly into the analysis. This research explores where users encounter friction or confusion, how trust and website layout impact purchasing decisions and the real-world consequences of slow load times and complex checkout processes. By combining benchmarking data with behavioural insight, the report gives attractions the context behind the clicks and clarity to take meaningful action. Andy Povey, CEO of Merac, comments:
attractions understand how their website performs, where friction points lie and how to convert more
guests online. Guests expect fast, intuitive and friction-free digital experiences and this edition of the report shows exactly how attractions can deliver that.
guides to follow from how to optimise content for Answer Engine Optimisation to how to make your website more digitally sustainable and how to turn the increased reliance on weather apps into a conversation tool. These provide clear guidance to help design smarter, more engaging experiences that improve visibility and conversation rates, today With over 60% more responses than the
previous edition, the survey delivers deeper, more representative insights into what truly drives online performance. Built entirely around the UK and Ireland, including 16% of responses from the Republic of Ireland, it is the most geographically focused edition to date. The report uncovers striking insights into website
performance and visitor behaviour, revealing that 63.5% of visitors cite ease of use as the most important factor when booking online. Yet performance is falling short. 73% of respondent taking more than 25 seconds to become usable on a mobile device. Baymard Institute research shows
that 40% of visitors will abandon a site if it takes longer than three seconds to load. These findings highlight a clear reality, digital
experience now defines the visitor journey, shaping perception, influencing decisions, and ultimately building or breaking long-term loyalty.
at digital sustainability, including homepage load speed, website energy consumption and estimated carbon emissions, encouraging attractions to make improvements that benefit both performance and the planet. The full Visitor Attraction Website Survey report is now available to download.
Jungle Island (Miami) Debuts New Spring Circus Show
Jungle Island in Miami is launching a new live entertainment offering this spring with the debut of SOGNO: The Circus of Spring Wonder, a circus-style theatrical production directed by Cirque du Soleil veteran Francisco Santos. The new show premieres March 20 and runs
spring break and Easter programming. Produced by Live305 Entertainment, SOGNO blends theatrical storytelling, aerial acrobatics and immersive scenic elements including glowing lantern eggs and cherry blossoms. The production follows Lumi, a stage assistant who enters a dreamlike circus world and encounters a cast of high-flying performers and whimsical characters.
strategy to expand seasonal entertainment programming that encourages repeat visitation and extends guest dwell time, particularly during peak tourism periods like spring break. Easter Celebration (April 4-5), which brings additional family programming including hourly egg hunts and interactive activities across the park.
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