PGAV Destinations recently released the first installment of their annual report Voice of the Visitor, conducted in partnership with H2R Market Research.

This research provides plenty of evidence of just how strong the attractions industry is, and many reasons for optimism for the year(s) ahead. However, it also reveals that visitors’ priorities are continuing to evolve, so attractions need to continue to be resilient and resourceful.

• The overall performance of the attraction industry is forecasted to return to pre-pandemic levels this year, after returning to 73% of 2019’s performance in 2021.
• A factor contributing to improved industry performance was the 45% increase in the number of attractions visited last year (2.5 in 2020 vs 3.5 in 2021). However, venturing out and experiencing additional attractions did not fulfill all visitors’ intent. Attraction visitors indicated an unconverted intent high at 62% (46% historically), pointing to significant performance potential in 2022 and continued attraction relevance.
• Arguably the biggest indicator of attractions’ relevance in today’s environment is their ability to help alleviate pressure and unwind. This need has never been more pronounced, as it was the number one motivator citied for attraction visits in VOV 2022, edging out safety, 2021’s number one motivator.
• The industry’s resourcefulness comes into focus in the push-pull between visitors’ need to relax and the need to feel safe. It likely explains the continued strong performance of outdoor attractions in 2021. However, visitors are becoming more confident in how not only they manage the virus, but how indoor attractions manage it as well, as intent to visit indoor attractions in 2022 is evident.

The full article can be found here. Keep following PGAV’s data release here and check out LinkedIn and Twitter as we post updates as they become available.

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, 01.19.22)