When choosing a school, open days are an essential part of the short-list process, allowing families to see beyond a glossy prospectus or slick website and get a real feel for life on campus.
Of course, schools will be at pains to ensure everything is running like a well-oiled machine on the day – but some things can’t be faked – a parent’s gut instinct, the ‘feel’ of the building, and of course, the enthusiasm and pride with which student guides show visitors around.
Indeed, it is pupil tours that Caroline Flynn, head of marketing, communications and enterprise at Kingswood in Bath, says are an ‘integral element’ to her school’s open days.
‘No one else can give as honest an answer on school life as those who live it every day,’ she says. ‘We receive such positive feedback saying pupils were well informed and helped put their child at ease, and that they are a real credit to the school.’
Caroline says Kingswood has upgraded its open day offerings over the past decade, and that the current format is ‘much more polished and thought-through’ than in previous years.
‘They used to be treated more as drop-in events, but now, to ensure a better experience for visiting families we ask parents to book in advance so that numbers in the theatre can be managed, tour guides prepped and the right number of brownies baked!’
She says these tweaks have also come about because families now ‘rightly expect’ a bespoke experience that offers an insight into their child’s future education.
‘They want to feel it is tailored to their interests, and not that they’re on a conveyor belt having the same experience as everyone else.’
Engaging potential future pupils is just as important as impressing their parents too, Caroline adds.
‘How boring is it for a 10-year-old, for example, to have to sit through a half-hour presentation on exam results and school buzzwords like co-curricular and pastoral care? Balance is key, and we ensure there is enough information for parents but always bring in a pupil element too.’
Ultimately, when navigating open day season, Caroline believes that attending as many as possible and doing so with a receptive outlook is the most effective way to get the best out of them.
‘Keeping an open mind and visiting a shortlist of schools is very important,’ she says. ‘And engage your child ahead of the visit, showing them the school’s website and asking them to think of questions they have before visiting so that they feel part of the decision-making process.’
Rebecca Dunstan, director of marketing and communications at Sevenoaks School in Kent, also believes engaging visiting children is ‘absolutely vital’, with students at the heart of their open events.
‘Our open day is lively, purposeful and led firmly by students,’ she says, ‘and we place the potential pupils at the centre of the experience because while parents may lead the process, children increasingly play a decisive role in the final decision.’
After a whole-school welcome and Q&A session with the headmaster and school captains, families have guided tours led by current pupils – and Rebecca encourages families to suggest departments or activities they are most keen to see, allowing the tour to feel personal rather than prescriptive.
‘Our open days are designed to show Sevenoaks School as it really is, rather than as a one-off showcase. The result is a genuine sense of a working school, buzzing with energy, conversation and curiosity,’ she says.
‘Families repeatedly tell us they value authenticity over polish, so our visitors see a working school, meet real students and staff, and experience the rhythm of daily life.
‘A decade ago, open days were largely about presentation: speeches, facilities and academic outcomes. While those remain important, families in 2026 want an insight into culture, wellbeing, relationships and how schools prepare children for a changing world – and as a result, our open days have become far more experience-led and child-focused. They are no longer just about recruitment, but about helping families make confident, well-informed decisions.’
Open days have also evolved at St Peter’s School in Yorkshire, where, according to their director of admissions, marketing and communications, Sarah Opie, they are now ‘much more responsive to each family’s individual needs’.
‘Parents are making one of the biggest, most important decisions that they will ever make when they choose a school for their child, and we take a lot of time to ensure that they see whatever they need to,’ she says.
‘We offer an immersive and interactive experience so that families can choose a tour which is interesting for them. Guided by pupils, they can explore our 50-acre campus and try their hand at numerous activities.’
Sarah also agrees about the importance of creating a stimulating and inspiring experience for the visiting children.
‘Whether it’s providing opportunities to play and learn for our youngest applicants or ensuring that Sixth Form applicants have the chance to explore a host of A-level subjects and co-curricular activities, we make sure that every event is child-centred,’ she says. ‘And we find that when the children are engaged, it means parents can relax and have the space to ask questions and explore.’
And asking questions is top of her list of ‘must dos’ when it comes to getting the most out of an open day.
‘We would always recommend that families ask lots of questions, especially when they are with their pupil guides,’ she explains. ‘Our students are amazing ambassadors for the school and will always give an honest answer to their questions!’
Sarah acknowledges that every family’s admission journey is different, and in addition to their official open days, St Peter’s offers as many site visits as they need.
‘Some will visit several times before and during the application process, while others find all that they need on an open day,’ she says. ‘But what’s important is that we get to know them so we can follow up with them straight after an event to understand what they need next and take it from there.’
Sarah Edwards, director of marketing and engagement at St Joseph’s College in Suffolk, says authenticity is at the core of their open days.
‘They are designed to reflect the reality of day-to-day life,’ she says, ‘so when we are planning an event, we continually ask – does this genuinely represent the student experience here? We want to help students visualise what life is like as a student at the college, so they can picture themselves here. We recognise what a significant decision this is.’
The school offers Saturday events in March and September, and a programme of ‘snapshot open mornings’ throughout the year.
‘The snapshot mornings are an opportunity to see us on a typical school day, and families love them,’ Sarah says. ‘They appreciate the honesty – we visit classrooms and explore the campus, meeting students and teachers as we go. It really showcases our community in its best and most honest light.’
The school aims to personalise open day experiences for each family as much as possible and encourages parents to go prepared with questions and a clear idea of what they need from the school. ‘We always call families ahead of an open day to find out what they want to see and what they need to know. The more we know about their priorities the more we can tailor their visit.
‘Admissions staff are passionate about what they do, and they want to give you the best possible experience. They can best do this when they understand your priorities. Do you have SEND requirements or pastoral concerns? Tell the school. Open honest dialogue is so important to ensure the strongest possible start with new students.’.
In association with: AMCIS, the Association for Admissions, Marketing and Communications in Independent Schools. amcis.co.uk
Find out more
Kingswood, kingswood.bath.sch.uk
St Joseph’s, stjos.co.uk
St Peter’s, stpetersyork.org.uk
Sevenoaks School, sevenoaksschool.org
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