In PGAV Destinations’ third installment of Voice of the Visitor 2022, conducted annually in partnership with H2R Market Research, discusses whether or not the attractions industry will be ready for the recovery. While 2021 gave many attractions the opportunity to prove their resilience and resourcefulness as they positioned themselves for a rebound, when will that recovery actually occur?

• Despite the solid rebound the industry saw in 2021, unconverted intent to visit an attraction remains extremely high at 62% (vs the historical average of 46%). Each attraction category saw above average unconverted intent last year, but science centers (73%), children’s museums (71%) and movie theaters (70%) experienced the greatest loss of potential visitors.
• Intent to travel in 2022 is up to 83%, back to pre-pandemic levels. However, there are some “ifs” that impact the shift from demand to action, including progress in the battle to mitigate the pandemic and the ability of attractions and destinations to accommodate growing waves of visitors.
  • Visitors still value safety measures, like regular deep cleaning (51%), providing hand sanitizer (51%), requiring masks (47%) and limiting capacity to enable better social distancing (45%).
  • Staffing is another factor that attraction owners need to consider when planning to accommodate pre-pandemic visitation levels, as labor shortages have impacted many industries in the past couple years.
  • Supply chain issues are another consideration, with various studies showing significant challenges for attractions due to difficulty in maintaining supplies such as food and beverage, cleaning supplies and other necessities.

Be sure to check out the full article here to read about even more findings.

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Voice of the Visitor, a partnership between PGAV Destinations and H2R Market Research, is the most comprehensive U.S. report on guests’ collective opinions, attitudes and expectations—directly generated from guest feedback. (PGAV Destinations, 02.02.22)

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