In a context of change volunteers undertake a diverse range of roles that although work related satisfy a range of evolving instrumental expectations. Although it is accepted that volunteers are critically important to cultural attractions like museums, research is limited in this field. A review of articles covering a wide range of volunteering in the wider voluntary sector worldwide has identified common organisational challenges that present dilemmas for organisations that utilise volunteers. These challenges include developing a wider interest in volunteering through recruiting, retaining, motivating and managing them. In order to meet this challenge in the cultural attraction sector we need to understand more about volunteers, their motivations and changing lifestyles, the next generation and career development, personal and social development and their expectations. This paper will consider these issues and the implications they may have for the future development of volunteers in the context of museums as both civic institutions and cultural tourist attractions.