What’s a good NPS for visitor attractions? It depends - here’s why tracking matters most

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What’s a good NPS score for attractions? Benchmarks by type and why tracking matters

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Discover what a good NPS looks like for different attraction types, from museums to Christmas events - and why tracking improvement beats chasing a number.

Understand how your score stacks up, why NPS varies by attraction type, and how to use it to improve visitor experience.

Why NPS benchmarks matter more than ever

When it comes to visitor satisfaction, few metrics are as revealing - or as misunderstood - as Net Promoter Score (NPS). With growing competition and higher visitor expectations, knowing how your attraction compares can shape everything from marketing strategy to frontline operations.

But here’s the thing: a “good” NPS isn’t universal. A soft play’s super-high score can’t be compared to a haunted house’s more modest results - and shouldn’t be.

In this blog, we explore what a good NPS looks like for different types of attractions, why benchmarks vary (and what that reveals about your visitor experience), and why tracking your score consistently matters more than aiming for a perfect number.

What’s considered a “good” NPS in this industry?

Attractions across the board are seeing meaningful differences in visitor sentiment - and it’s not about being better or worse, but about meeting needs of your audience. Here’s where industry benchmarks currently stand:

ㅤ	Industry benchmark	Industry leaders
🎄 Christmas events	60%	82%
🐆 Zoos & aquariums	56%	69%
🚜 Farm attractions	55%	70%
🏰 Historic houses & gardens	47%	61%
🚣‍♀️ Activities	45%	64%
🏟️ Tours	44%	68%
🖼️ Museums	43%	74%
🛝 Soft play	41%	81%
👻 Haunted houses & attractions	39%	53%

These numbers highlight one truth: context is everything. The “right” score depends on your experience type, audience, and expectations.

What drives the differences between attraction types?

Net Promoter Score reflects emotional experience - and every type of attraction delivers a different one. Here’s why scores vary so much between sectors:

🐓 Farm attractions: high scores from loyal locals

Benchmark: 55% | Leaders: 70%

Farm parks benefit from frequent, local visitors - often families with young children.

That loyalty translates into strong NPS, especially when supported by:

Hands-on animal encounters

Friendly, familiar staff

Thoughtful parent facilities like clean toilets and decent coffee

Top scores come from farms that invest in seasonal events and make repeat visits feel new every time.

🖼️ Museums: polarising but powerful when done right

Benchmark: 43% | Leaders: 74%

Museums attract a wide demographic - from school groups to solo enthusiasts. That diversity makes NPS harder to pin down.

📢

Great museums do a few things differently:

Use interactivity to keep all ages engaged

Empower staff to bring exhibits to life

The best museums feel personal, not passive.

🏰 Historic houses & gardens: ambience is everything

Benchmark: 47% | Leaders: 61%

These venues offer a sense of history and tranquillity - often set in stunning surroundings. But without the right care, they can feel outdated or uninviting.

📢

The difference lies in:

Welcoming storytelling that brings the past to life

Easy navigation through well-designed signage and visitor flow

Thoughtful facilities that make visits smooth and enjoyable

Beautiful gardens and seasonal events add value - but it’s the small touches that shape how memorable the day feels.

🐠 Zoos & aquariums: strong emotional connection

Benchmark: 56% | Leaders: 69%

These attractions thrive on emotional highs - like watching a meerkat run between tunnels or a capybara lounging in the sun.

📢

But with large crowds, smooth operations are essential:

Shaded paths and well-managed crowd flow keep the day enjoyable

Clear educational signage and engaging talks from staff build deeper connections

Opportunities to feed animals or watch training sessions enhance the experience

When the storytelling is strong and the logistics seamless, visitors leave inspired - and eager to share it. Small slip-ups, though, can quickly dampen the experience.

👻 Haunted houses: extreme reactions, low averages

Benchmark: 39% | Leaders: 53%

Fear-based experiences are polarising. Some guests want terrifying realism; others want spooky fun. Striking that balance is key.

📢

Scores tend to dip when:

Expectations don’t match delivery

Queues or confusion disrupt the build-up

The experience is too intense or too tame

Top-rated venues master the craft of tension and timing - and know their audience well.

🎄 Christmas events: emotionally charged and highly judged

Benchmark: 60% | Leaders: 82%

These events come with high expectations. Guests are often making once-a-year memories with children or celebrating a special occasion - so every detail matters.

📢

Top scores come from:

Seamless logistics that minimise queues and stress

Authentic joy from staff, especially in roles like Santa’s grotto

Immersive touches; music, lights, smells, and scenery that transport visitors

When the magic breaks - even briefly - NPS takes a hit. But when it lands, people share their joy for years.

🧗 Activities: logistics over adrenaline

Benchmark: 45% | Leaders: 64%

Whether it’s climbing or karting, adrenaline isn’t enough to win loyalty.

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The real driver? Operational smoothness:

Easy check-in and quick onboarding

Clear safety communication with digital waivers

Staff who enhance, not just run, the experience

When visitors feel respected, excited, and safe - they promote it.

🧼 Soft play: judged by parents

Benchmark: 41% | Leaders: 81%

Kids love soft play. But they don’t fill out NPS surveys - parents do.

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High scores depend on:

Cleanliness and visible hygiene

Good coffee and clear sightlines

Responsive staff who manage chaos gracefully

The best soft plays serve the adult audience just as much as the kids.

🥾 Tours: it’s all about the guide

Benchmark: 44% | Leaders: 68%

Tour experiences can feel intimate and memorable - or slow and frustrating.

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The most common drivers of NPS are:

Guide quality: passionate, knowledgeable, and personable

Group size and pacing

Variety and interactivity

Great tours feel like shared adventures. Bad ones feel like lectures in motion.

Why tracking matters more than your current score

A single NPS snapshot doesn’t tell you much. What really matters is whether you’re improving.

📢

Tracking NPS regularly lets you:

Spot issues before they affect bookings

Identify standout team members or popular elements

Understand how changes (like pricing or layout) impact sentiment

Benchmark against yourself over time, not just industry peers

It’s not about chasing a number. It’s about building a consistently better visitor experience.

What this means for your visitor attraction

Whether your score is 40% or 80%, the goal isn’t perfection - it’s progress. By comparing against type-specific benchmarks, setting internal goals, and listening to real visitor feedback, you create a cycle of continuous improvement.

And if you’re not measuring NPS yet? Now’s the time. Because once you start tracking, you start improving.

Ready to go from guessing to knowing?

Talk to our team about how to track and improve your NPS with real-time feedback tools. We’ll help you stay visitor-first, and move the needle in the right direction.