Investing in attracting tour groups is an increasingly futile endeavor for museums. Here’s the data and what to do instead.
Many visitor-serving organizations increasingly bemoan the challenges associated with the leisure group tour market. (This being a different attendance category – and revenue line item – than school groups.) Typically, visitor-serving organizations have salespeople dedicated to the process of soliciting tour groups. In other words, their job is to get group business. This business has been in decline - and the data suggests that it’s not because the salespeople suddenly got bad at their jobs. It's because people do not...Never miss the latest read on industry data and analysis.
Already have an account? Sign In
