Six Key Trends identified by the Attractions Handbook 2010-2011:

1. Greater awareness of the differences between Western markets and the emerging markets of China, India, Russia, the Middle East, South America. For example:
2. Western populations are older and accustomed to using attractions. Many emerging markets are predominantly young, with limited experience in visiting attractions. And the emerging markets are HUGE–the handbook points out “there are five times more children born every year in India than in the entire European Union–all 27 countries.”
3. Enduringly valuable attributes in both for-profit and nonprofit attractions continue to be: good storytelling, stagecraft, showmanship, great imagery, great sound. The report comments that, to reach emerging markets, the challenge is to successfully present these attributes in a culturally and generationally appropriate context. (And notes that maybe middle-aged, Western attractions consultants are not in the best people to go to for advice on how to do this.)
4. The need to tap deep passions and emotions to create “product” that is meaningful to audiences. Museums are pre-adapted to excel in this area–we are all about exciting passion for our content and causes!
5. Taking into account the implications of climate change and the need to go green. (See AAM’s PIC Green (Professional Interest Committee) for more on this!
6. Adapting to new patterns of travel and tourism, by creating “short vacation” experiences that include an overnight stay.How can museums “bundle” experiences with other local attractions (including those that offer night-time experiences like theatres and restaurants) to offer full weekend of fun?

What are your sources of information about trends in travel and tourism? Please share with fellow readers of the blog…

Elizabeth Merritt