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Enhancing the On-Site Visitor Experience

August 2025

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.

How are organisations enhancing their on-site visitor experience? This question, posed by an ABA member, led ABA to conduct 13 interviews with organizations across the world.

Key Findings:

  • Enhancing the visitor experience begins with a clear and intentional strategy: Anchoring the strategy in four core pillars—visitor-centric culture, seamless journey, compelling experiences, and strategic partnerships— aligned with the organization’s core values, establishes a purposeful foundation for all organizational efforts around the visitor experience.

  • The most critical strategic pillar is adopting a visitor-centric culture: Putting visitors first, empowering staff to act proactively, and fostering ongoing collaboration, open communication, and a shared commitment to continuous improvement are all crucial elements for delivering a positive visitor experience:

  • Enhancing the visitor experience doesn’t always require large changes: Small, ongoing improvements, informed by visitor insights and guided by core values, can be just as powerful.

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