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...Sign in to KYOB+
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