Bridging the Gap: Tackling Visitor Awareness & Digital Programming

Ask any museum professional about barriers to participation, and you’re likely to hear about time, cost, or location. But two recent studies suggest the real obstacles may be more subtle—and more solvable. Whether your museum operates online, outdoors, or in a traditional building, one persistent challenge remains: many potential visitors don’t know what you offer or don’t believe it’s for them.

Non-Visitors Aren’t Uninterested—They’re Unaware or Uncertain

Wilcox et al. studied visitation patterns at two urban National Park Service sites in Washington, DC: Rock Creek Park and the C&O Canal. They surveyed both visitors and non-visitors during the pandemic and found that the most common constraint for non-visitors wasn’t disinterest—it was lack of awareness. Many simply didn’t know what the parks offered, where they were located, or whether they were open to the public.

Even more telling, those who hadn’t visited often expressed fears or uncertainties about safety, transportation, or “belonging” in those spaces. These barriers remained persistent before and during the pandemic. While visitors tended to be older and wealthier, non-visitors expressed interest in different types of engagement—such as stargazing—suggesting there’s a missed opportunity to connect around their interests (green arrow in Table 2 above).

Takeaway:

  • Don’t assume potential audiences know about your site or see it as welcoming.
  • If you have limited capacity, build programming around interests shared by visitors and non-visitors (e.g., photography, running, dog walking, and learning about history)(yellow box in Table 2 above).
  • Special events and festivals can attract non-visitors, especially when planned in partnership with community organizations who reach people where they are.

Bridging the Digital Divide: Rethinking Online Museum Education

Dumont et al. interviewed professional museum educators in Brussels about their experience with digital programs during and after the COVID-19 pandemic. The shift to online engagement revealed new opportunities—but also new divides.

Museum educators identified five major challenges visitors face with digital museum education. First is the digital divide, where limited access to devices or digital skills—especially among older adults and lower socio-economic groups—prevents participation. Second, privacy concerns deter some visitors from registering for online events. Third, digital fatigue leaves many audiences, already overwhelmed by screens, craving in-person, screen-free experiences. Fourth, educators question whether online formats can replicate the social dynamics and shared learning of physical group visits. Finally, many digital offerings are too generalized, making them less effective for specific audiences. Educators noted that programs should be better tailored to defined visitor segments to be truly engaging and impactful.

Takeaways:

  • Support social interaction in digital formats by training staff in online engagement techniques. Museum have to do more than subscribe to Zoom.
  • Blend digital and in-person offerings to reach diverse comfort levels and reduce screen fatigue. Going digital doesn’t mean you can abandon on-site experiences.
  • If you have capacity, segment digital programs by audience type rather than using a one-size-fits-all approach.

Not Disinterested—Just Disconnected: What Keeps Visitors Away

Taken together, these two studies highlight a common thread: many potential visitors are willing—but under-engaged—due to limited awareness, access challenges, and a mismatch between their needs and what’s being offered. In-person non-visitors often don’t know what a site offers or question whether it’s for people like them. Online non-participants may lack digital skills, avoid screen-based experiences, or feel excluded by overly broad program designs.

These are not problems of disinterest—they are problems of visibility, usability, and relevance.

Recommendations for Museums and Historic Sites:

  • Increase visibility through targeted outreach that clearly communicates what your site offers and who it’s for.
  • Simplify access—online and on-site—by reducing engagement friction and supporting varying levels of tech familiarity.
  • Tailor programs to specific audience interests instead of defaulting to one-size-fits-all solutions.

What’s the Next Step for You?

How is your museum addressing barriers that may be invisible to staff but deeply felt by your community? Consider reaching out to a group that hasn’t historically visited your museum and ask: “What would make you feel welcome?” You may be surprised by how small the changes need to be—and how big the impact could become.

Citations

  • Wilcox, Michael, Chris A. B. Zajchowski, Jessica P. Fefer, Elizabeth E. Perry, Ryan L. Sharp, and Matthew T. J. Brownlee. “Before, During, and Irrespective of the Pandemic: Leisure Constraints and Urban National Park Visitation.” World Leisure Journal 67, no. 1 (2025): 33–53. https://doi.org/10.1080/16078055.2024.2337257.
  • Dumont, C., F. De Backer, H. Dewinter, and G. Vandermeersche. “Museum Educators’ Views on Digital Museum Education: Opportunities and Challenges.” Cultural Trends 34, no. 3 (2025): 398–413. https://doi.org/10.1080/09548963.2024.2378324.