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Rubber Cheese, a digital agency specialising in visitor attractions, has launched the 2025 edition of its Visitor Attraction Survey, with this year’s set to be its most ambitious yet
Lauren Heath-Jones | Planet Attractions | 30 Jun 2025
The Visitor Attraction Survey helps attractions operators from around the world improve their digital infrastructure and enhance visitors’ online experiences Credit: Rubber Cheese
Rubber Cheese has launched its Visitor Attraction Survey for 2025, with this year’s edition including several new features designed to provide deeper insights into digital performance across the sector.
Curated by Rubber Cheese, a UK digital agency specialising in the attractions industry, the survey aims to help visitor attractions from across the globe improve their digital infrastructure and enhance visitors’ online experiences by providing sector-specific insights into online performance and highlighting key opportunities for improvement.
The 2025 survey includes new questions, supported by survey sponsor Navigate, on Return on Ad Spend (ROAS) – a measure of how effectively digital marketing channels generate revenue for attractions – offering sharper insight into campaign performance.
Rubber Cheese has also partnered with leisure, culture and tourism consultancy Decision House to conduct research that will explore consumer motivation to complete or abandon a booking, as well as highlight pain points, such as confusing layouts, lengthy checkout processes and distrust of payment systems.
Rubber Cheese will share the findings alongside the survey results to enable operators to take action and upgrade their digital offerings.
This year’s survey will also have an emphasis on digital sustainability, capturing data on homepage load times, energy use, and carbon emissions. This reflects the attractions sector’s increased focus on the environment, which places digital footprints under scrutiny. The data collected will encourage operators to make changes that benefit both performance and the planet.
In addition, operators now have the option for Rubber Cheese to complete the data capture process on their behalf. The initiative is aimed at teams that are time-poor or unsure how to find the correct analytics and enables them to participate securely and confidently. Navigate has also offered to submit data on behalf of its clients, further lowering the barrier for entry for busy operators.
Another key feature of this year’s survey is the introduction of a personalised Mobile Effectiveness Index. With mobile accounting for more than 80% of web traffic to attractions’ websites, the Mobile Effectiveness Index ranks each attraction’s digital offering’s ‘mobile friendliness’ against sector averages and identifies areas of improvement.
“Since its inception, the survey has grown into a trusted resource for museums, theme parks, heritage sites and cultural destinations, helping teams measure online performance, improve conversion rates and enhance the guest experience,” said a release.
“It offers attractions the chance to view themselves not against broad tourism data, but in the context of their peers, offering a clearer picture of what good really looks like in this unique industry.”
Rubber Cheese CEO Paul Marden commented: “The 2024 edition of the survey highlighted real progress in areas like mobile design, personalisation and digital infrastructure.
“This year we’re taking it further and exploring the new challenges and opportunities facing the sector. With the addition of consumer insights and a Mobile Effectiveness Index, attractions will get a much clearer picture of how they are performing in the real world.
“This isn’t just about analytics, it’s about action. We want to give venues the tools to fix what’s broken and celebrate what’s working.”
The survey is open now and will run for one month. Click here to take part.
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