Beyond Dawlish

The museum community is working to recover from the attendance declines that began during the coronavirus pandemic when many experiences transitioned online. Consequently, even the most minute aspects, such as museum exhibit labels, require careful consideration. The upheaval caused by the pandemic, which altered daily routines and pushed many activities into the digital realm, has made revitalizing in-person museum visits a complex challenge. Creating and promoting engaging exhibitions has never been more vital, as this is essential for the survival of museums and cultural institutions.

Savvy museum professionals are attuned to shifting visitor interests and the need for distinctive exhibitions. While classic themes have loyal followers, it is often innovative or unconventional exhibitions that lead to significant breakthroughs. The most successful cultural institutions build strong connections with their audiences, fostering more profound understanding and engagement. Incorporating interactive displays or Instagram-friendly moments can greatly enhance visitor appeal. Social media posts have become promotional tools, serving as modern-day public relations assets.

Maintaining a strong focus on the visitor experience is also paramount. Understanding the desires of visitors and creating exhibitions that resonate is critical. Connecting with audiences in meaningful ways can directly influence attendance, leading to increased interest and engagement. To broaden outreach, museums might consider hosting mini-exhibits in external locations. While virtual events supplement the experience, they should be designed to enhance, rather than replace, in-person visits. These events should create a buzz around the live experience, making attending the museum feel even more enticing.

An outward focus is essential when planning exhibitions. Learning from other museums and observing their successful strategies can provide valuable insights, even if no two institutions are identical. As the industry acknowledges that full attendance recovery may take years—depending significantly on travel and visitor behavior—promptly initiating recovery efforts is crucial. Allowing stagnation to take hold can make reversing declines increasingly difficult. A single breakthrough event could serve as the catalyst needed to rejuvenate interest and restore visitor numbers, setting the stage for future success.