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Enhancing On-site Engagement to Drive Visitor Spend

December 2025

What practices can help museums enhance on-site engagement to drive visitor spend?

This question, raised by a museum member within the ABA membership, prompted a qualitative research study consisting of interviews with 7 museums in the US, Europe and Australia. The study also includes case profiles and diagnostic tools. 

Findings from the research include:

  • Financial resilience begins with relationships, not transactions. Across institutions, the most sustainable revenue streams emerge where loyalty is intentionally cultivated—from first-time visitor to member to donor—making financial return the outcome of long-term trust rather than short-term conversion.

  • Revenue grows when mission and monetization reinforce each other. Institutions that extend their purpose through programming, pricing, retail, and fundraising—rather than separating commerce from culture—build credibility alongside income.

  • Human storytelling converts attendance into loyalty. In an increasingly automated landscape, frontline teams that foster authentic connection consistently transform curiosity into sustained engagement and higher lifetime value.

  • Digital amplifies experience—it does not replace it. The most effective hybrid strategies extend curiosity beyond the visit while keeping human mediation central, strengthening both engagement and return visitation.

  • Visitor insight is becoming the foundation of institutional strategy. As museums shift from defining value internally to shaping it around audience motivations and local relevance, they unlock new pathways to resilience, growth, and global reputation.

The full report is available to ABA members by clicking below.

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.