Module 1

Improving Visitor Experience

Introduction

Given the cultural heritage sector is intimately connected to its audiences, whether international tourists, domestic visitors or local communities, this workshop focuses upon how the visitor experience can be better understood – taking into account the changes in heritage engagement amongst younger and future generations – and the heritage sector can plan for the future.

The second workshop on “Improving Visitor Experience, contributed to a proactive discussion focusing on enhancing visitor experiences in various contexts and through different but complementary methods which aim to combine a holistic human and immersive experience to heritage. The discussion explored the integration of technology, storytelling, and innovative interpretation techniques to create immersive, meaningful connections with audiences, and was framed around key themes such as the importance of the human factor in engaging and mediating multiple narratives, modernizing traditional methods, and adapting to new trends in visitor engagement.

Context

Interpretation, visitors flow, visitors centre, visitors management, accessibility, provision of services, engaging communities, education, children and youth, using new technologies, feedback and evaluation of experience, international tourists, tour guides

Content

Key Discussion Points:

3. Prominent Themes in Visitor Engagement

Integrating tourism efforts into city planning to foster cultural appreciation.
Prioritising continuity and sustainability in heritage operations.
Utilising permanent exhibitions and smaller, adaptable displays to attract broader demographics.
Focus on personalisation: Visitors value tailored experiences that feel human and authentic.
Leverage storytelling to connect history with modern relevance.
(Post-COVID) Creative Approaches: new ways of engaging audiences: Livestreaming events and workshops, Shifting to online exhibitions and virtual guides. These strategies not only sustained interest during lockdowns but also opened new pathways for future visitor engagement.
Collaborate with schools and local communities to inspire youth interest and new ways of engagement and learning in heritage.

2. Government Role and Funding Challenges

Budgetary constraints and the need for financial support in cultural and heritage tourism were highlighted.
Simplified, multi-layered approaches as frameworks to enhance government support.
Addressing financial dependency on governments, the importance of diverse funding sources and partnerships was emphasised.
Diversify funding sources for heritage projects.
Encourage partnerships between the government and the private sector to sustain long-term operations.
Increase investment in virtual accessibility.

3. Technological Integration

Technology is transforming visitor engagement: Virtual tours and live streaming allow access to otherwise inaccessible locations. Tools like Virtual and Augmented reality (VR/AR), and creative visuals enhance presentations.
Train guides to balance technology use with in-person interactions. Support guides as “human storytellers” who merge technology with empathy.