In a fast-paced, digitally mediated world, people are more eager than ever for deeper connections. Gone are the days of collecting tourist sights like badges, as more travellers seek immersive, meaningful experiences that encourage them to spend more time in one place, connect with local culture, and engage with neighbourhoods.
An idea arguably popularised by the 2010 film Eat Pray Love, the concept of slow and “authentic travel” has surged in the post-pandemic era, with more people travelling to bolster mental wellness and exploration. The rise of companies like Airbnb offers an alternative to the branded, curated hotel experience, while TikTok has made it easier to discover smaller, local businesses, further fuelling the ease and popularity of authentic travel.
Even country tourism boards have acknowledged this new trend, with two of the most successful tourism adverts from Norway and Sweden moving away from stereotypical tourism tropes. While many tourism boards focus on promoting the glitz, glamour, and exclusive experiences of a country, these two adverts instead highlight how ordinary their countries are and how tourists can experience life like a local (perfectly encapsulated by Sweden promoting their rooftops over Switzerland’s mountaintops).
Against this backdrop, does this mean there is no place for traditional tourist attractions such as theme parks, entertainment venues, integrated resorts, and zoos? Disney theme parks recorded a 32 per cent decrease in operating income in 4Q2024 compared to the same period in 2023. Meanwhile, Universal theme parks reported declines in both attendance and revenue in the same quarter. Despite a post-pandemic recovery, major theme parks have faced declining attendance due to factors like inflation, rising ticket prices, as well as more affordable entertainment formats.
Conventional tourist attractions are still in style but need to evolve
Evolving travel preferences, along with changing attitudes towards animal captivity and welfare, have affected attendance at zoos and aquariums worldwide. However, Moo Deng, the young pygmy hippo who became a viral internet sensation, has managed to attract four times the number of visitors to the Thai zoo where she resides, increasing daily attendance from around 3,000 to an average of 12,000. Similarly, the arrival of Pesto the penguin has led to a record number of visitors at the Melbourne Aquarium.
These examples demonstrate that conventional tourist attractions, armed with a savvy social media marketing strategy and an awareness of viral trends, can still appeal to consumers’ large appetites for fun and popular experiences.
Based on research conducted by MullenLowe Singapore in 2023, which surveyed 750 travellers from China, India, and Malaysia, tourist attractions like Resorts World Sentosa, Singapore Zoo, and Marina Bay Sands outranked more “local” areas such as Chinatown and Clarke Quay in terms of visitor preference.
It may not be entirely accurate to say that travellers have no desire to visit conventional tourist attractions; rather, they are becoming more selective about which ones they choose. In the past, being the fifth-best attraction in your country could still attract tourists, but today, you need to be at least second or third. It has never been more important for attractions to become a “must-do” activity for visitors.
Here are some steps that tourist attractions can take:
Create distinctive and aspirational imagery
Having a distinctive visual, such as the Golden Bridge in Danang or the Supertrees at Gardens by the Bay in Singapore, can go a long way in making your attraction a must-visit. Such images get a lot of runway with tourism boards and can even come to represent a country, while travellers also love sharing impressive images on their social media platforms.
Furthermore, the trend of ‘set-jetting’, where people travel to filming locations of movies and television shows, highlights the importance of people mentally travelling to places from their homes before ever setting foot on a plane. According to Expedia, the launch of The Real Housewives of Dubai resulted in a 30 per cent increase in interest in travelling to the UAE. In situations where you do not have a distinctive architectural or natural landmark, can one be created?
Be discoverable on social media
The rise of TravelTok, driven by TikTok’s visual and viral nature, has shaped the way people discover travel destinations. In fact, 82 per cent of UK users say TikTok has inspired them to consider new travel locations. For travel brands, being visible on social media is not just about online marketing; it’s about ensuring that on-ground activations feature installations or visual elements that visitors can easily capture and share with their friends. It’s also becoming increasingly important to leverage trends that might not typically be associated with tourism. One example is Mandai Wildlife Reserves’ River Wonders, which created their version of the “We let our Gen Z intern write the marketing script” meme, using tongue-in-cheek references. Another example comes from Sentosa, where bartenders performed the viral “Blind Pour Test”. Not only do such content pieces reach more audiences by tapping into trends, but their trendjacking nature also shows that these brands do more than just push content – they are interacting with their audiences, behaving more like people than businesses.
Pivot from share of search to share of model
For the uninitiated, Share of Model refers to how often AI platforms such as ChatGPT or Perplexity mention a brand in relation to the total mentions of brands in the same category, influencing how often a brand is recommended. AI platforms can give us much more precise recommendations based on our needs. For example, Google wouldn’t be as effective for a highly specific search like “I’m looking for a nature-themed holiday to Luxembourg, considering I have a 4-year-old, can’t drive a car, and am travelling on a US$5000 budget”.
As a result, it’s increasingly likely that more travellers will turn to such platforms when planning their trips. To achieve a sizable Share of Model, brands will have to pay more attention to their digital presence, regularly update their websites and social media pages, and monitor rankings on OTAs and travel awards – all key sources of information used by large language models to train their platforms.
Have a purpose and be proud about it
Finally, people want to know why they should visit your attraction. Every attraction promises a good time, each with its unique features. However, if an attraction can own a specific feeling or experience, particularly one that is highly sought after, travellers will make it part of their itinerary to enjoy that experience. The gold standard of this is Disneyland – the happiest place on Earth. Not only do their rides and shows offer a great experience, but their purpose is exemplified by every staff member you encounter. Another great example is the new Rainforest Wild Asia that recently opened in Singapore. With a distinct purpose of taking guests on a journey to see animals in their natural habitat, rather than placing them in the middle of a bare exhibit, they are attempting to break the mould of what a traditional zoo looks like.
