Start Where You Are: Why Visitor Experience Is the First Step to Museum Resilience

In the wake of funding cuts and shifting priorities, museum leaders are asking:

How do we survive this moment?

How do we build long-term support when the usual sources dry up?

The answer is deceptively simple: Start with the people who are already walking through your doors.

Every Visit Is a Test—and an Opportunity

When someone takes the time to visit your museum, whether they live around the corner or flew in from out of town, they’re doing more than just exploring your site.

They’re deciding:

• Was this worth my time?

• Would I come back?

• Would I tell a friend?

• Would I give?

Too often, we focus all our energy on getting visitors in the door, and too little on what happens after they cross the threshold. But the truth is, a great visitor experience is your most powerful marketing tool and your best strategy for long-term sustainability.

What Makes an Experience Great?

It’s not about having the flashiest exhibit or biggest budget. It’s about making your visitors feel welcome, engaged, and understood.

Here are a few visitor-centric questions to consider:

Can they find you?

• Is your Google listing accurate?

• Is your signage clear and inviting?

• Does your website answer basic questions like hours, parking, and accessibility?

Do they feel welcomed when they arrive?

• Are your front-line staff friendly and empowered to help?

• Is the check-in process easy and clear?

Does the visit tell a story?

• Are your exhibits labeled clearly?

• Can people move through them in a way that makes sense?

• Are your stories accessible to different ages and backgrounds?

Do they get to participate?

• Is there something tactile, interactive, or social?

• Can they leave a comment, vote, tag a photo, or scan a QR code?

Do they know how to stay connected?

• Are they invited to sign up for your email list?

• Do you give them a reason to return or donate?

• Is your gift shop or event calendar visible and relevant?

Marketing, Fundraising, and Interpretation Aren’t Separate Things

What’s often overlooked is that many of these visitor experience touchpoints are also the first steps in your marketing and development strategy. Signage, email list sign up, chances for sharing via social media, gift shops... these are all ways museums can begin to develop a deeper relationship with the visitor. A clear welcome, a strong story, and a call to stay connected aren’t just good hospitality; they say "We want to see you again!"

When interpretation, marketing, and fundraising are aligned, every visit becomes a chance to build trust, grow your audience, and invite support. These departments shouldn't operate in silos — they're threads in the same fabric. The better your visitor experience, the easier it becomes to ask for a donation, encourage a return visit, or inspire someone to spread the word.

From Visitor to Supporter

Think about your own experiences as a visitor—what made a place stick with you?

Chances are, it made you feel something, told a story that mattered, and treated you with care.

That’s what your museum can do, even with a small budget and limited staff.

People are more likely to support you when they have had a good experience with you.

Practicing What I Preach: This blog was written with the assistance of a custom GPT I’ve trained specifically on museum management, heritage tourism, and marketing communications strategy. I use this tool to support idea development and content drafting, but the final draft, including all insights and recommendations, reflect my professional experience working with museums and heritage organizations.