The Opportunity of Dog-Friendly Events at Visitor Attractions

For many dog owners, their four-legged friends are more than just pets—they’re part of the family. With 36% of UK households now owning a dog, it’s no surprise that more people are searching for ways to include their furry companions in their day-to-day activities. This growing trend presents a unique opportunity for visitor attractions to expand their audience..
From groups like the National Trust to independently owned attractions, dogs are being weaved into their experiences, and the results are speaking for themselves. Marketing managers, take note—this is a market you simply can’t afford to ignore.
Why Dog-Friendly Events Are on the Rise
Modern pet owners actively seek out dog-friendly venues and events where their loyal companions can join in the fun. This shift represents a significant behavioral change among a large proportion of the population.
For visitor attractions, it’s a chance to connect with a growing audience and diversify revenue streams. With many attractions already reporting impressive results from their dog-friendly initiatives, it’s clear this is a market with serious potential for growth.
Success Stories to Inspire You
Dog-friendly events are already making waves. Here are just a few examples demonstrating their impact.
Bark in the Dark at Roarr, Norfolk

This sparking Christmas event hit it out of the park last year when it sold out entirely. The night time adventure invites dog lovers to have their own personal visit to Father Christmas, complete with a “pawtrait” downloadable photo, Christmas passport and festive doggy treats . After such roaring success in its first year, Bark in the Dark is back for round two—and anticipation is higher than ever.
Tulley’s Farm Pumpkin Days & Nights

Allowing dogs into the Pumpkin Patch at Tulleys Farm has been a winning formula. Dog lovers can’t get enough of wanting their Instragrammable moment with their pooch. Opening up to dog owners, has given Tulleys access to a brand new market who might have previously skipped the event and they now offer pumpkin themed collars, harnesses and leads in their shop too.
Santa Paws in the Park at Wicksteed Park

Holiday cheer isn’t just for humans anymore. Wicksteed Park’s Santa Paws in the Park gave dog owners a chance to celebrate Christmas with their pets. Offering a slightly different twist on a yuletide event; Wicksteed’s ran a paw-sitively festive dog show. Alongside popular categories of waggiest tale and prettiest pooch, they added best Dog Christmas jumper, best trick with a Christmas theme and best 6 legs with a Christmas theme (owners and dogs!) . Dogs were also able to take a trip on the Wicksteed train, renaming it the Woofsteed Express for the day.
Heritage & Gardens Dog-Friendly Days

Many established heritage attractions and gardens are known for being guide dog only, however, some like Lincoln Castle and Wisley offer dog friendly days. By opening their gates to dogs on specific events, they too have a welcomed a whole new set of visitors to experience their attractions.
How to Capitalise on this Growing Market
It’s clear that dog-friendly events are more than just a passing trend. They’re a long-term shift in how attractions engage with their visitors. To make the most of this opportunity, consider these steps for success:
- Start Small: Introduce one or two dog-friendly days or events to gauge interest from your audience. Consider starting with quieter times of the year to test the waters.
- Ensure you have a dog policy at your museum, garden or attraction that is clearly visible covering where they can take their dogs, when they should be kept on a short lead, a provision for plenty of dog waste bins and what happens if dog owners don’t follow the rules.
- Offer Value for Both Humans and Dogs: Create experiences where dogs aren’t just allowed—they’re celebrated. Activities like obstacle courses, special dog menus, or even giveaways can help your event stand out.
- Highlight Inclusivity in Your Marketing: Make sure your dog-friendly policy is a focal point in these special events. Add relevant details to your website, social media, and email campaigns so dog owners know their pets are welcome.
- Engage the Community: Partner with local pet-related businesses, like groomers or dog treat brands, for sponsorships or special collaborations. This adds credibility to your event while building stronger community ties.
By adopting these strategies, attractions can turn occasional dog-friendly events into must-attend experiences, fostering loyalty and increased visitation in the long term.
Seize the Opportunity
With 36% of UK households now owning a dog, the demand for dog-friendly events is here to stay. Visitor attractions that capitalise on this growing trend stand to benefit from increased ticket sales, guest satisfaction, and brand loyalty.
Taking inspiration from attractions like Roarr, Cotswold Farm Park, and Wicksteed Park to envision how dog-friendly initiatives could work for your venue. With a little creativity and a willingness to adapt, your attraction could become the next top destination for dog lovers and their furry companions.
Are you ready to explore the potential of dog-friendly events at your venue? Start planning today and get ready to create unforgettable experiences that welcome the whole family—tail wags included.
Written by Anita Waddell (Managing Director) | Posted 13/01/2025