Every year, around the end of May, as visitor attractions we all take a sharp intake of breath as we realise the school summer holidays are just 6 weeks away. The whole team goes into 100% operational mode. Heads down. All hands on deck. The summer is coming, the visitor numbers are building, and there is literally no time to think about anything other than getting through the day. And then it's September. And someone, usually in a meeting, usually slightly frustrated says: "We really need...

AI thought starters for visitor attractions When I first wrote this, AI was the clever assistant you had quietly working in the back office - drafting your captions, crunching your reviews, saving you a Tuesday afternoon. But my gosh, it’s moving fast - too fast to keep documenting every opportunity as it evolves, so here is a snapshot from my perspective as a marketer for visitor attractions in 2026. The biggest change isn't what you can do with AI for visitor attractions when it comes to...

It's been a minute since I did a proper look-ahead to what might influence consumer behaviour for the 12-18 months ahead. Every December and January my inbox fills up with the same trend reports. Wellness, authenticity, immersive, personalisation. Not untrue, but also not overy useful unless it’s relevant and you know what to do with the insight. So here’s my own take. I’m not saying it’s spot on and it’s definitely not fact, but it’s also not buzzwords for the sake of it. My thoughts are...