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
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.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
+ More news
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