Museums & Cultural Institutions: Virtual Tours That Actually Drive Real Visits

Many institutions still see virtual tours as a “nice to have” for accessibility. The smartest ones use them as a powerful acquisition channel.

Best practices from our museum customers

• Create “teaser” tours of current exhibitions (3–5 key pieces)
• Add clear “Plan your visit” CTAs inside the tour
• Use the analytics to see which artworks generate the most interest
• Offer private live guided tours for schools and corporate groups

One European contemporary art museum saw a 22% increase in first-time visitors who had previously explored the collection virtually.

Virtual tours don’t replace the physical experience — when done right, they make people want to come even more.