Get started now on the National Visitor Survey

The annual National Visitor Survey is an opportunity to collect valuable data for your institution and the sector. Members tell us it is used by decision-makers, tourism allies and colleagues and as a proof point of your impact and value in community.

The 2025 National Visitor Survey collected insights from 1,328 visitors across museums and galleries nationwide.

The results provide valuable insights into visitor motivations, satisfaction, barriers to participation, and emerging trends in audience behaviour.

These findings help us advocate for the sector, support your local planning and build a clearer understanding of how our communities experience the stories and taonga we care for.

Ideally you will begin in March to ensure your data aligns year on year - but we recommend you take up the opportunity as soon as you can, regardless of your team’s capacity this month. The survey will be open all year and offers a fantastic benchmarking opportunity for new members.

In case you missed it - here are our results from 2025 - please copy and paste the below URL into your browser window:

https://cdn.sanity.io/files/h0rc1nr4/production/ef6e72e5809af558e03c30e847283ab645b92eef.pdf

If you have any questions, reach out to your Membership Manager Holly Erwin at holly@museumsaotearoa.org.nz.