Families don’t just visit destinations for what they see anymore, they stay for what they do. And increasingly, play is becoming one of the strongest drivers of how long visitors stay and whether they return.
Well-designed play spaces naturally extend dwell time. When children are engaged, parents are no longer looking for ways to shorten a visit. Instead, they relax into it. That extra 30–90 minutes can have a meaningful impact on secondary spend across cafes, shops and ticketed experiences.
But the value goes beyond just longer visits.
Play also creates emotional anchors. A child who has an exceptional experience in a place is far more likely to want to return and families tend to follow that pull. This is especially powerful in heritage and leisure destinations where repeat visits are essential for long-term sustainability.
The most successful sites are now thinking of play as part of the visitor journey, not an add-on. Natural, integrated designs encourage exploration, imagination and interaction with the wider landscape rather than separating children into a single ‘play zone’.
When play feels like part of the destination, rather than an interruption to it, it becomes one of the strongest tools for increasing both dwell time and repeat visitation.
So, what can visitor attractions actually do?
First impressions matter. A small play opportunity near the entrance, ticket area or café can immediately make families feel welcome and signal that children are part of the experience, not an afterthought. This could be something simple: a balance trail, nature-based discovery zone or interactive feature that starts the adventure from the moment visitors arrive.
Play and secondary spend work best together when they’re designed together. Locating play near cafes, picnic areas or gift shops encourages parents to stay longer, relax and spend more time, and money, on site. If children are happily occupied nearby, families are far more likely to stop for lunch, coffee or ‘just one more’ trip to the gift shop.
Rather than one fixed playground, consider smaller moments of play across the visitor journey. Trail-based play, climbing features, den-building zones, storytelling spaces or interactive natural elements encourage families to keep moving and exploring. This works especially well in heritage sites, gardens and large outdoor attractions where discovery adds to the experience.
The best play spaces aren’t ‘done’ in five minutes. Natural play that encourages imagination, role play and open-ended adventure gives children a different experience every time they visit. That repeat value is far stronger than single-use equipment that quickly loses its novelty. Think about whether a child would want to come back next weekend and do it all again.
Successful family spaces aren’t just designed for children. Comfortable seating, good sightlines, shade, shelter and attractive landscaping make a huge difference to how long adults stay. If parents feel relaxed and comfortable, dwell time increases naturally. Play spaces should feel like places people want to spend time, not just supervise.
The strongest attractions use play to reinforce their identity. At heritage properties, this might mean play inspired by landscape, history or architecture. At wildlife attractions, it could be nature-led adventure and habitat exploration. When play reflects the wider destination, it feels memorable and authentic rather than generic. This is often what turns a playground into a true destination feature.
Many attractions wait too long to think about play improvements. The best projects are planned well ahead of peak season, allowing time for thoughtful design, stakeholder input and installation. If increasing family visits is part of your strategy for next year, now is the time to start the conversation.
Because the most successful visitor experiences don’t happen by accident, they’re designed that way.
Our expert teams work with you to balance our playgrounds and play structures’ commercial and instinctual human benefits. Whether seeking a solution that increases visitor footfall and dwell time or a solution that provides innovative ways to connect visitors to your brand, we leverage years of experience across play theory, natural design and build to ensure everyone has the most rewarding and fulfilling experiences.
We are inspired by biophilia, the idea that there is an innate human instinct to connect with nature. Therefore, we largely only use natural materials, shapes and designs, and through our structures, we offer opportunities for visitors to play without borders, boundaries or rules.
We’re always happy to answer any questions you may have about how we work, or offer advice on how best to successfully deliver your project.
