For a long time, we assumed that “if we build it, they will come.” And for much of our history, that proved true. But in recent decades, the competition for leisure time, the decline in school trips, and the endless stream of at-home entertainment have reshaped visitor behavior. Today, museum visitation is no longer something we can take for granted. 

At AAM, we conduct two national surveys that provide vital insights into these shifts: the Annual Survey of Museum-Goers and the National Snapshot of United States Museums. Together, they offer a clearer picture of what visitors expect and how institutions are performing. Over the years we’ve conducted them, both surveys have revealed a common theme: guests are more selective than ever about where they spend their time and money. They want more immersive experiences, more engaging programs, and stronger community connections. And notably, the most frequent visitors point to positive interactions with museum staff as a key reason they return. 

The lesson is clear: visitation is an active discipline, not a passive byproduct. People don’t come simply because the doors are open—they come because we intentionally attract, welcome, and inspire them. Having spent more than a decade as a museum marketer, I know this work firsthand. It requires deep listening and a variety of research techniques to understand guest motivations and behavior. 

This work takes many forms: setting accessible hours and pricing, crafting outreach strategies, curating exhibitions and programs that spark curiosity, and ensuring every visitor feels seen and valued. From the ticket counter to the galleries, every touchpoint matters. Do visitors feel welcome? Are they comfortable? Do they find their needs met? Most importantly, do they leave educated, inspired, engaged, enriched, stimulated—and eager to return? 

In this issue, you’ll find inspiring examples of how institutions are meeting that challenge. The US Botanic Garden went straight to the source—children—to design fresh, family-centered programming. The California Academy of Sciences leaned into a creative pivot, crafting a strong marketing campaign to unite two very different exhibitions. The Frick Collection used its renovation as an opportunity to reimagine the visitor journey. The Tucson Museum of Art and Historic Block used insights from community collaborations to rethink the visitation metrics it tracks. And the US Holocaust Memorial Museum partnered with researchers to pilot a biosensory-informed approach, exploring how visitors physically and emotionally engage with exhibitions. 

Together, these articles remind us that attracting visitors is about actively creating experiences that welcome, inspire, delight, and reflect the people we serve. 

9/9/2025