Collaborating with Kids in Museums, an organisation that works with locations to make them more welcoming for children, young people and families, GoDaddy launched the campaign ‘Small Days Out’.
The initiative was launched as many smaller attractions have failed to attract the same level of footfall to pre-COVID times, resulting in falling revenue. Some 58% said that overall income had not bounced back.
These smaller museums, galleries and cultural hubs also face stiff competition from much larger offerings.
Additionally, four in five small museums reported that recent years had been the most challenging period they had ever faced.
The ongoing cost-of-living crisis has impacted the number of children, young people and families visiting cultural institutions, especially smaller entities.
The research found that two-thirds of respondents said footfall had declined for this reason, while 61% said they had witnessed a decline in visitor spend.
Forty small, independent attractions (which equates to those with fewer than 100,000 annual visitors) were surveyed.