Do you remember your first family vacation? A stage show? A museum visit? Travel and cultural experiences leave lasting impressions on both kids and parents.
If you work in these industries, you know their transformative power — but marketing to families isn’t always a priority. Sometimes, it’s not an obvious fit. Other times, you’re focused on different demographics.
At Zoe Marketing & Communications, we help promote tourism destinations and cultural institutions. Here’s why family marketing should be on your radar.
FREE GUIDE
Download Your Digital Ads Guide
Learn how digital ads can help your business, including the tools, techniques and strategies to create successful campaigns.
The lasting impact of early cultural experiences
Think back to an early museum, theater or travel experience. Did it spark a lifelong interest — maybe even a career path?
These experiences can:
✔ Encourage repeat visits as kids urge parents to return
✔ Increase long-term interest, shaping future engagement
✔ Create generational loyalty, where kids bring their own children someday
Museums
They’ve become key learning hubs in the past 30 years, according to the American Alliance of Museums.
Museums open doors with interactive exhibits and help kids connect with the world — reducing the perception that they’re “intimidating” spaces.
Theater
Kids who experience live theater before age 8 feel like “theater is for someone like me,” says the National Endowment for the Arts.
Early exposure builds future audiences and supports kids’ personal growth.
Travel
Traveling fosters empathy and cognitive development in kids. Even babies’ speech development benefits from diverse experiences, Travel + Leisure notes.
3 reasons family marketing is powerful
1. Loyalty
Families return to places they trust — whether it’s a favorite vacation spot, annual theater show, or a museum membership. Strong relationships lead to repeat visits and long-term engagement.
Parents share recommendations — at school, on social media and through mom groups. Many visit cultural venues with friends on social outings. And when families post about their experiences, they organically promote your brand.
3. Volume
Families typically spend more per visit than solo visitors. More tickets, food, lodging and souvenirs increase revenue, making them a valuable audience.
People are eager to visit cultural venues and travel
Public interest in cultural experiences is growing.
IMPACTS Experience reports that, in the past five years, public perception of history and art museums as “welcoming” has increased by 8%-9%. Science centers, zoos and aquariums also show gains, including first-time non-white visitors.
Meanwhile, domestic travel is booming — back to pre-pandemic levels per the U.S. Travel Association. The demand is there. The key? Attracting families in a way that resonates.
Bonus: You don’t need ‘family-centric’ marketing to attract families
Marketing to parents doesn’t mean kid-focused messaging.
In fact, cultural marketing geared at adults is effective for both parents and non-parents. When adults are excited, they’re more eager to visit — and they bring their kids along.
Many parents attend activities for their children’s benefit, but they also want an engaging experience. Highlighting both kid-friendly and adult-focused elements can enhance appeal and increase visits.
What’s next for marketing your destination?
Marketing to families is a smart long-term strategy for museums, theaters, zoos and travel destinations.
It builds loyalty, word of mouth and traffic — all while fostering future generations of visitors.
Ready to start? Talk to us at Zoe Marketing & Communications. We have experience connecting families with cultural destinations and can help refine your strategy.
Still exploring? Check out these insights:
