This recession offers museums the chance to win future visitors

Some months ago, we seemed to be staring into the abyss on all fronts. Job losses were rife, the country's financial reserves had been squandered, high street institutions were disappearing, pension funds were diminishing, MPs were trousering expenses, and so much of what we held dear appeared to be under threat. Consolations were scant and only the most optimistic could find a crumb of comfort.

A year into the recession and fiscal turmoil has caused many families to tighten their belts. But, as Michael Day commented (see link below), there is evidence from past recessions that people crave the reassurance that our heritage brings and increase their consumption of cultural activities during tough times.

This is borne out by visitor figures so far this year. Despite the economic downturn, the popularity of days out at museums and heritage attractions, both free and pay-for-entry is increasing.

Big players like the National Trust have reported a 38 per cent visitor increase on last year, and similar stories are emanating across the sector down to the smallest independent museums.

It's hardly surprising that when times are hard people will want to find ways to feel better. Spending holidays in the UK means that home-grown attractions are likely to be popular. The run of good weather has also helped. But there may be additional reasons for the upward trend in visitor numbers.

Political scandals, concerns over swine flu and a lot of other gloomy stories could be fuelling a need for uplifting experiences. For many of us, the cultural heritage of the country has the ability to provide spiritual refreshment and help us to appreciate the simple pleasures on our doorsteps. But is this enough to maintain visitors if the recession continues into next year?

If heritage organisations and museums can offer a truly memorable visitor experience and value for money, then I'd like to predict that they could witness a knock-on effect for 2010. People will remember their satisfaction from this year and continue to choose the UK, its heritage and culture for their holiday destinations next year.

Where the real test will come is in 2011. An improvement in the economy could see people heading abroad again for holidays as spending confidence resumes.

This year, then, should not be one for complacency across the heritage community but should provide an opportunity to assess all areas of the visitor offering to ensure that a quality visit is maintained.

The commercial side of heritage, especially the shops and restaurants, is growing rapidly and can therefore be a strong factor in boosting the income for a museum or attraction, increasing investment for the future, and in so doing, keep visitors coming back.

John Stachiewicz is the chairman of the Association for Cultural Enterprises.