General,
I've just been to Barcelona and visited their stadium for the tour - obviously at the moment (and for the considerable future) Barcelona will have a much larger pull than us in terms of this - however there were so many things that could be picked up from it that we could incorporate into our tour.
Given the huge numbers of Polish/Lithuanian/Romanian immigrants into this country recently, perhaps audio parts to the tour in their respective languages - certainly non-English speaking people visit the stadium, obviously we cant cover every language, but the major ones (English, Spanish, Chinese, Urdu, plus German, French etc) would be superb I feel.
All the signs on the tour were in Spanish/Catalan/English, meaning they'd specifically gone out of their way to ensure that people were catered for - and apart from the Birmingham City pennant in their trophy room, it was brilliant from start to finish!
The final part was that the tour finished in the shop - perhaps a little obvious to all what the aim of this is, but people still spent money.
I'm not sure of the nationalities/languages spoken of people on the tours - may well be 99.999% english - your marketing team will know this obviously - but perhaps this is something that can be thought up - particularly an audio part of the tour, it would be an excellent addition if there are the numbers to support it.