John Falk is recognized as one of the most influential museum professionals of the past hundred years. Director of the Institute for Learning and Innovation, and Sea Grant Professor of Free Choice Learning at Oregon State University. Falk formerly held a number of senior positions at the Smithsonian and has authored over two hundred scholarly articles and chapters in the field, as well as more than two dozen books, including ‘The Museum Experience Revisited’ – he is the leading globally authority on free choice learning, being the learning we do when we have choice and control over what, where and when, like we do in museums.

We ask John about how visitor experience has changed over the years, including due to COVID, why people visit museums and how institutions contribute to enhanced wellbeing.

In 2021, visitor attractions who are able to execute rapid change are the ones who will thrive in recovery while facing changing market demands and visitor behaviors.

Daniel Jordan, Design Director at Dexibit, discusses how attractions can innovate and adapt quickly through a 5 step design thinking process – applicable for strategic and operational decision making processes.