Visitor Attractions Website Survey 2025 Opens for Participation

The Visitor Attractions Website Survey is back for 2025, opening today for submissions from attractions of all shapes and sizes across the globe. Now in its fourth year, the survey provides sector-specific insights into how visitor attractions are performing online, highlighting key opportunities for improvement and innovation across digital platforms.

Curated by Rubber Cheese, a specialist digital agency for attractions and now part of the Crowd Convert group, the 2025 edition is the most ambitious yet. Since its inception, the survey has grown into a trusted resource for museums, theme parks, heritage sites and cultural destinations, helping teams measure online performance, improve conversion rates and enhance the guest experience. It offers attractions the chance to view themselves not against broad tourism data, but in the context of their peers, offering a clearer picture of what good really looks like in this unique industry.

This year, Rubber Cheese is introducing several new features designed to deliver even more practical value. For the first time, the results will be accompanied by consumer research conducted in partnership with Decision House. This research will reveal what really drives visitors to book or abandon a purchase, uncovering friction points such as confusing layouts, long checkout processes or a lack of trust in payment systems. These findings will be shared alongside the benchmarking data to help attractions take meaningful action.

Image - Survey live

In addition, with support from sponsor Navigate, the survey now includes questions on Return on Ad Spend (ROAS) -providing valuable data on the effectiveness of digital marketing channels commonly used across the sector.

There will also be a greater emphasis on digital sustainability. With more organisations adopting environmental strategies, the digital footprint of websites is now under increasing scrutiny. The survey will capture data around homepage load times, energy use and carbon emissions, and attractions will be encouraged to make improvements that benefit both performance and the planet.

Another new feature this year is the option for Rubber Cheese to complete the data capture process on behalf of respondents. For teams that are time-poor or unsure how to find the right analytics, this provides a secure and confident way to take part. In addition, Navigate has offered to submit data on behalf of their clients who opt in- further lowering the barrier to entry for busy attractions teams.

Every participant will also receive a personalised Mobile Effectiveness Index score, which ranks their site’s mobile friendliness against the sector average and identifies key areas for improvement. With mobile now accounting for over 80 percent of web traffic to attraction websites, this insight is more important than ever.

Paul Marden, CEO of Rubber Cheese, says:

“The 2024 edition of the survey highlighted real progress in areas like mobile design, personalisation and digital infrastructure. This year we’re taking it further and exploring the new challenges and opportunities

facing the sector. With the addition of consumer insights and a Mobile Effectiveness Index, attractions will get a much clearer picture of how they are performing in the real world. This isn’t just about analytics, it’s about action. We want to give venues the tools to fix what’s broken and celebrate what’s working.”

Steve Mills, Director at Decision House comments:

“The consumer insights will add a completely new dimension to the results, bringing the visitor perspective into the mix. This is about giving everyone in the industry a chance to improve the experience from the moment someone lands on the homepage.”

The 2025 Visitor Attractions Website Survey has key sponsors this year, Crowd Convert and Merac, a powerful ticketing platform that recently joined the Crowd Convert group. Their support reflects a shared commitment to rehumanising commerce in the attractions industry, blending digital innovation with the warmth and care that guests expect from physical experiences. As well as Navigate, a specialist digital agency with extensive experience in the attractions and leisure sector, known for helping attractions drive measurable growth through data-led strategy.

The survey is open now and will run for one month.