Australians are looking for more than just something to do in their spare time. For many, cultural and educational attractions offer a way to connect, discover and experience something new.
To understand what draws different generations to these experiences, we surveyed 1,024 Australians.
The findings reveal some clear generational differences, particularly when it comes to how cultural attractions fit into leisure time and what motivates people to visit.
Millennials are embracing cultural experiences
Nearly half of Millennials say they would visit a museum, gallery or cultural attraction as part of their ideal day off.
By comparison, 39% of Boomers would prefer to spend their time socialising with friends.
Cultural and educational attractions also feel particularly relevant to Millennials, with 83% saying these experiences are for people like them, compared with 77% of Gen X and 67% of Boomers.
Limited-time experiences are a major draw for Gen Z
For younger audiences, a sense of novelty can make a big difference.
Nine in 10 Gen Z Australians say limited-time exhibitions, events or experiences influence their decision to visit, compared with 60% of Boomers.
This suggests changing exhibitions and one-off experiences can be a powerful way for attractions to create urgency and give younger audiences a reason to visit.
Support for cultural investment remains strong
Support for government funding of Aboriginal and Torres Strait Islander historical and cultural attractions is highest among Millennials at 84%, followed by Gen Z at 66%, Gen X at 65% and Boomers at 54%.
The results point to an audience that values cultural experiences; however, the priority placed on government spending varies significantly by generation.
For cultural organisations, the opportunity is to create experiences that feel relevant, timely and worth making time for.
Culture may be universal, but what gets people through the door is increasingly generational.
The infographic below represents key findings from our research:
Based on a nationally representative Pureprofile AU survey of 1,024 Australians, conducted in February 2026.
