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What will reopening mean for museums, and are visitors ready to return?

As tentative steps are taken towards reopening the sector, Julie Vigne, senior research director at Savanta, shares consumer findings and explores the challenges of enticing visitors back to cultural attractions.

With summer fast approaching, our weekly Covid-19 tracker shows that days out are something hotly anticipated post-lockdown.

The data shows that 41% of the UK population say ‘having a day out’ is one of the things they are most looking forward to, second only to visiting family and friends. This increases to almost half amongst UK families (49%). Conversely, worries about finances remain strong, with 46% saying that their household disposable income has decreased since the start of the crisis (data from 20/05/20).

This is especially concerning for cultural institutions. Research from ArtsProfessional found that closure of venues could cost over £1 million per day, while a separate study by Consultancy TRG Arts discovered that advance ticket sales and income for almost 200 institutions on March 17 – the day the Government announced the lockdown – was down 92% year-on-year….

Julie Vigne is a Senior Director at Future Thinking. Read the full article at: Museums & Heritage Advisor

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