Brits are being urged to enjoy a “small day out” this half term as three in five small independent museums fear closure amid declining footfall and revenue, according to a new study by GoDaddy in partnership with Kids in Museums*.

Research conducted among small, independent museums – those with fewer than 100,000 annual visitors – found that two-thirds (64%) say the rising cost of living has led to a decline in visitor numbers. Decreased visitor spend (61%) and fewer donations (58%) are furthering the financial strain. These challenges underscore the vulnerability of small museums, which rely heavily on community engagement and local tourism to sustain their operations.

This research from GoDaddy highlights the critical role that small businesses, including museums, play in local economies. Small and microbusinesses, such as independent museums, are key drivers of economic growth – creating an average of five jobs per resident – and strengthening community ties.

GoDaddy and Kids in Museums launch “Small Days Out”

To encourage families to go out and support their local museums over the February half-term, GoDaddy has partnered with Kids in Museums to launch the “Small Days Out” campaign.

SmallDaysOut.co.uk houses a list of museums, curated by Kids in Museums, recognised for offering families a great affordable day out. One of them, the London Museum of Water and Steam, will be hosting an installation of a miniature tourist kiosk, complete with tiny pamphlets and posters showcasing the breadth and brilliance of the UK’s small museum community.

Almost nine in ten (89%) small museums say school holidays are vital to their income generation and, on average, a quarter (28%) of annual revenue comes outside of term time. The vast majority (92%) of small museums are encouraging family visits this half term with special discounts, events, or activities.

Empowering small businesses like independent museums through comprehensive solutions for digital success, such as GoDaddy Airo®, becomes increasingly vital as the UK continues to navigate economic uncertainties. GoDaddy’s Venture Forward data shows 45% of small businesses surveyed rate digital skills as a challenge**.

To tackle this, GoDaddy is giving back to these small independent museums by providing access and training to use Airo, its AI-powered experience, as part of the “Small Days Out” initiative, helping stimulate local tourism and economic activity.

The sector has faced significant challenges

Four in five (78%) small museums report that this has been the most challenging period the sector has faced and over half (58%) say overall income has not returned to its pre-Covid levels. Consequently, three in five (58%) museums said they fear closure, and three quarters (75%) are concerned for the future of the wider sector. To protect their museum’s future, one in five (22%) have had to reduce programming and a similar number (17%) said they have reduced the days they open.

Alison Bowyer, Executive Director, Kids in Museums commented:

“This is the most challenging period for the sector that we have ever seen. In contrast to many of our European neighbours, footfall hasn’t returned to pre-Covid levels and museums are contending with many challenges. Rising costs, reduced income, and cuts to funding are all adding to the burden."

In the toughest of times, small museums have continued to offer families a warm welcome, fun creative activities, and worked hard to be accessible to all. They are wonderful attractions that have so much to offer everyone in their communities. We urge people across the country visit their local museum this half term and see for themselves that they can have an enjoyable, affordable day out on their doorstep.”

Hannah Harte, Museum Director, London Museum of Water and Steam commented:

“Museums like ours are valuable community resources, bringing topics like history, science, and engineering to life. School holidays are essential to our survival, often doubling our visitor numbers compared to quieter months. Despite our best efforts, footfall remains 20-25% below pre-pandemic levels, and rising operational costs make it harder than ever to keep our doors open.”

Andrew Gradon, Head of GoDaddy UK and Ireland, said:

“Small museums are not only part of the UK’s cultural heritage, they are also microbusinesses that play a vital role in local economies. Our data shows that each additional digital microbusiness in a community is associated with an increase of around five jobs per resident, as well as an increase in average annual wages."

“We know that Brits are as passionate as we are about supporting independent businesses and we hope as many as possible will enjoy a “Small Day Out” at their local museum this half term.”