Tower Bridge

Tower Bridge is one of London’s most iconic landmarks, drawing international visitors to experience its towers, high-level walkways (including glass floors), and the Victorian engine rooms.

The attraction is part of City Bridge Foundation whose sole trustee is the City of London, the team behind Tower Bridge is committed to not only preserving the heritage of the structure but also delivering an excellent visitor experience. Given the global appeal of the attraction, many visitors arrive from overseas markets, including a large contingent from Europe, China and other non-English speaking regions.

Important function:

Multi-Language option

Favorite feature:

Feedback Survey App

Survey Participation Rate:

12%

“…visitors are happy to fill out the surveys, and these insights help us to tweak our marketing plans…”

Challenges & Objectives:

As London’s defining landmark, the Tower Bridge marketing team was eager to understand whether visitors feel the experience is worthwhile, whether they enjoy it, what parts resonate the most, and where improvements might lie.

Diverse international audience
Because visitors come from all over the world, language barriers made it difficult to solicit meaningful feedback. The team wanted to capture authentic, on-the-spot reactions from visitors of different linguistic backgrounds.
Lack of actionable, first-hand feedback
Prior to Avius, there was no in-the-moment mechanism to capture insights about what visitors enjoyed, what frustrated them, or what might motivate them to continue further into the attraction.

The solutions: Deploying Avius Feedback Surveys

Tower Bridge adopted Avius’s customer feedback solution — combining multilingual feedback tablet surveys on-site and targeted online surveys for different tours. Key elements of the solution:

Iterative optimization of the hardware. Enlarging screen sizes, adjusting kiosk heights for children, and improving visibility and usability.
Real-time dashboards and analytics to segment insights by language group, visitor origin, and attraction segment.
Use of feedback prompts not only to solicit opinions, but actively to encourage visitors to continue their journey (e.g. to the engine rooms or gift shop).
Plans to expand feedback capture via Avius feedback buttons in restrooms (key touch-points) to broaden insight coverage across the visitor journey.

What Avius delivered for Tower Bridge:

Localization & multilingual support
We designed a new language selection feature that made feedback accessible in multiple languages — ensuring broad inclusivity for their high proportion of international visitors.

Scalable architecture
The use of tablet App survey + online surveys + feedback buttons gives the team a flexible, scalable infrastructure to expand insight coverage across the site.

Iterative improvement mindset
The team embraced continuous improvement, using data-driven design tweaks (screen size, kiosk positioning) rather than one-off “big bet” changes.

Real-time, in-the-moment feedback
Feedback captured on-site (versus only post-visit) gives fresher, more actionable insight — pinpointing exactly where in the journey visitors feel positive, indifferent, or frustrated.

Iterative improvement mindset

The team embraced continuous improvement, using data-driven design tweaks—such as adjusting screen size and kiosk positioning—while also developing new space renovation ideas to maximize visitor engagement, survey participation, and data quality.

Results and Impacts

Working with Avius, Tower Bridge achieved:

High participation / response rate.
Tower Bridge achieved an average participation rate of 12 % among visitors — a remarkably high figure in the UK attractions industry. This level of engagement enabled statistically meaningful insight across visitor segments.

Ongoing & planned expansions

The team continues to run online post-visit surveys for various tours to supplement kiosk data, capturing visitor sentiment some time after the visit.
Future rollout of Avius feedback buttons in restrooms and other non-tour zones will expand coverage of touchpoints where visitors may have less cognitive load and more willingness to share.

“What we particularly like about the system is the smiley faces and how they engage the visitors as they are walking past. We enjoy looking at the data and the insights we get from the backend of Avius, and helps us to understand our visitors better.”

Amy O’Rourke, Marketing Manager, Tower Bridge, City of London

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