Date published:
24 Aug 2022

National Visitor Survey 2022

The National Visitor Survey (NVS) 2022 paints a broadly similar picture to the NVS survey conducted in 2021. The sample size for the 2022 survey was 704 valid responses from 18 galleries and museums, which is considerably smaller than previous years (2,645 in 2021, and 1,684 in 2020).

The 2022 results are summarised as follows:

  • Visitors between the ages of 65 to 74 were the most recorded on the survey, however a high amount of respondents were also recorded between the ages of 25 to 29. More females than males were recorded.
  • Most respondents were from the same town or city as the museum. Interestingly, respondents from outside of the region were recorded in significantly greater numbers than respondents from within the region. Unsurprisingly, overseas respondents were minimal
  • Respondents were most likely to be in the area to visit the museum. The second most likely reason was for a holiday.
  • Satisfaction was overwhelmingly high, with 92 percent of respondents reporting at least a “7” out of 9. 44 percent of respondents reported the highest level of satisfaction.
  • The majority of respondents had at least an undergraduate qualification.
  • The top benefits recorded for 2022 were Learning, Understanding, Reflection, and Perspective.
  • Respondents were most likely to visit with at least one other person, usually their partner.
  • 6 percent of respondents were accompanied by children.
  • Most respondents knew of the museum from local knowledge or were walking by. The least utilised source of knowledge was tourism websites, which is consistent with reduced international tourism during the pandemic.
  • Respondents visited primarily because they had a general interest in museums or because they were in the area.
  • Most respondents had visited the museum before in the last 12 months, although the number of first-time visitors was significant (40 percent).