Confidence, not interest, is holding Australians back from visiting cultural and educational attractions, with cost, expectations, and relevance shaping their decisions.
SYDNEY, 3 March 2026: A new national study conducted by global data and insights company, Pureprofile Limited (ASX: PPL), reveals that Australians consider cultural and educational attractions as the top ‘day off’ choice, but many are hesitating to visit museums, galleries, zoos and heritage sites due to a lack of confidence in value, not knowing what to expect, and cost concerns.
The research, conducted by Pureprofile based on insights from 1,024 panel members in Australia, reveals that interest in cultural attractions has increased in the past 3-5 years, particularly among Millennials (68%), Gen Z (59%) and those with children (66%). Millennials (83%) were the most likely to feel that cultural and educational attractions were relevant to them, followed by Gen X (77%), Boomers (67%) and Gen Z (65%).
The research found that disengagement typically occurs well before Australians even begin considering the practicalities of a visit. Unclear expectations, low confidence about enjoyment and doubts about relevance cause many potential visitors to disengage during awareness or consideration, well before planning or purchase.
Cost is a central consideration
Australians consider cost (62%) first and foremost when it comes to deciding attraction visits. While enjoyment remains the leading motivator (66%), value for money (56%) is a critical factor in the decision-making process. For first-time visitors, free entry or discounted tickets are also the biggest drivers of attendance (48%), followed by knowing clearly what to expect before they arrive (46%), and communication that feels welcoming and approachable (38%).
Despite high anxiety among first-time and low-confidence visitors, the research found these audiences are the most likely to become advocates when experiences feel welcoming, clear and rewarding. Notably, recommendations from friends and family are important for most Australians (75%), particularly Millennials (84%) and those with kids (83%).
Martin Filz, CEO at Pureprofile, says there’s a big opportunity for attractions to clearly communicate costs, what visitors will experience, and use their online presence to set expectations and build excitement.
“The research shows clearly that confidence, not interest, is holding back many Australians from visiting cultural attractions. While they see these places as ‘educational’, ‘fun or enjoyable’ and inspiring, even after visiting attraction websites, many still aren’t sure what to expect, whether they’ll genuinely enjoy the experience, or if it will be easy to navigate or travel to.
“For younger audiences in particular, these visits must justify themselves on emotional payoff, relevance and enjoyment. Attractions need to consider Gen Z and Millennials if they want to maintain long-term relevance.” Filz says.
Key factors to drive future visitation
The research found that flexible and affordable pricing (60%), as well as relevant experiences (46%) are keys for more frequent visitations.
Australians want something that interests them and a new reason to return, tailored experiences (70%) and regularly updated content (64%). Limited time exhibits and events can also influence visits (73%), especially for Millennials (85%) and those with children (83%). Additionally, 43% Australians want any communications to be warm, welcoming, and inclusive.
Younger demographics are also most likely to become aware of cultural and educational attractions through social media, and less likely through news or media coverage. For discovering new attractions, search engines (52%) and word of mouth (34%) were the most used channels, with Millennials the most likely to use social media (52%) and AI (23%).
Stark generational pattern revealed
There are significant differences between generations when it comes to cultural attractions.
- Boomers tend to approach cultural institutions with confidence, familiarity and a strong sense of belonging
- Gen X value cultural experiences but weigh them carefully against time pressure and competing priorities
- Millennials remain interested, but require reassurance that visits will be enjoyable, relevant and worth the effort
- Gen Z show the highest levels of uncertainty, often questioning whether cultural spaces reflect them, welcome them, or feel emotionally safe to engage with
Nearly half of Australians visited a zoo (49%) or museum (48%) in the past year, far more than art galleries (34%) and aquariums (26%), with visitation strongest among men, Millennials, metro residents and families.
Download the Australian Cultural & Educational Attractions Report 2026 here >
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About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Agnes Wan for Pureprofile
[email protected]
+61 432 620 256
