Visitors experienced the zoo in a completely different way / Shutterstock/Andrew Angelov
T oday’s visitors are hungry for novelty. Whether it’s faster or more exciting rides, highly immersive museums or attractions fuelled by increasingly sophisticated technology, they’re seeking exhilarating, new experiences. But what does this mean for operators of traditional attractions, especially those without the funds to continuously innovate?
It means getting creative. Looking at things from a completely different perspective. Realising that sometimes it’s possible to offer a radically new experience without adding anything at all.
On page 82, we take a look at a recent research paper making the case that a quieter zoo environment can lead to a very different experience for visitors. Listening to the Zoo: Challenging Zoo Visiting Conventions describes an experiment that saw participants take part in ‘listening visits’ to zoos, with the aim of disrupting accepted conventions (that zoos are lively, noisy places with the emphasis primarily on viewing the animals as a source of entertainment).
In this experiment, the focus was shifted from viewing to listening; participants visited out of hours, and were led through a series of silent listening exercises that encouraged them to consciously engage with the sounds of the animals and their environment.
Participants reported experiencing the animals and the zoo in a new way, saying that they found the visit far more immersive than usual. Others described it as ‘therapy’ and a ‘mindful experience’ and several participants suggested that zoos could market a similar experience, and said that they would pay extra for it.
This highlights the fact that it’s possible to engage with the same stimulus in vastly different ways. The same zoo can be both a fun, noisy place for families and a sanctuary to connect with nature and calm overstimulated minds.
Museums and galleries are cottoning on to this, offering special Kids Aloud sessions when children can be energetic and noisy, as well as ‘quiet hours’ for those who want a more peaceful experience. Some are offering yoga classes, mindful art viewing sessions, live music events and more.
Sometimes, all that’s needed is a fresh way of presenting what you already have.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
Visitors experienced the zoo in a completely different way / Shutterstock/Andrew Angelov
T oday’s visitors are hungry for novelty. Whether it’s faster or more exciting rides, highly immersive museums or attractions fuelled by increasingly sophisticated technology, they’re seeking exhilarating, new experiences. But what does this mean for operators of traditional attractions, especially those without the funds to continuously innovate?
It means getting creative. Looking at things from a completely different perspective. Realising that sometimes it’s possible to offer a radically new experience without adding anything at all.
On page 82, we take a look at a recent research paper making the case that a quieter zoo environment can lead to a very different experience for visitors. Listening to the Zoo: Challenging Zoo Visiting Conventions describes an experiment that saw participants take part in ‘listening visits’ to zoos, with the aim of disrupting accepted conventions (that zoos are lively, noisy places with the emphasis primarily on viewing the animals as a source of entertainment).
In this experiment, the focus was shifted from viewing to listening; participants visited out of hours, and were led through a series of silent listening exercises that encouraged them to consciously engage with the sounds of the animals and their environment.
Participants reported experiencing the animals and the zoo in a new way, saying that they found the visit far more immersive than usual. Others described it as ‘therapy’ and a ‘mindful experience’ and several participants suggested that zoos could market a similar experience, and said that they would pay extra for it.
This highlights the fact that it’s possible to engage with the same stimulus in vastly different ways. The same zoo can be both a fun, noisy place for families and a sanctuary to connect with nature and calm overstimulated minds.
Museums and galleries are cottoning on to this, offering special Kids Aloud sessions when children can be energetic and noisy, as well as ‘quiet hours’ for those who want a more peaceful experience. Some are offering yoga classes, mindful art viewing sessions, live music events and more.
Sometimes, all that’s needed is a fresh way of presenting what you already have.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
