Originally published: Australasian Leisure Management, 03 March 2026
A new national study conducted by global data and insights company, Pureprofile Limited has revealed 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 study showed that 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.
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.
Download the full ‘Australian Cultural and Educational Attractions’ report here >
