PGAV Destinations’ publication, Industry Performance, summarizes research conducted with H2R Market Research that focused on revealing the food, beverage, and retail desires of attraction visitors.

Families Traveled in 2022. Families once again broke a record, reaching 55% of those surveyed. Additionally, the average of the children is higher at 9.1. VOV 2023 shows attraction visitation continues to rebound at 91%, and that party size gained 6%.

First-Time Visitation Above Average. Nearly half (46%) of attraction visitation was classified as first-time in 2022, higher than the historical average of 43%. This type of visitation was particularly high at historic places and museums.

More People of Color Visiting Attractions. People of color accounted for 27% of attraction visitors in 2022—above average (25%) but lower than 2021 and 2020. People of color continue to be underrepresented at most attractions, accounting for 40% of the U.S. population.

Season Passholders Unchanged. Visitors continue their loyalty with season passes and memberships, accounting for 60% of attractions visitation. Most belong to theme parks, amusement parks, water parks, aquariums, and zoos. Jerry Henry, CEO of H2R Research, says, “I believe the Covid pandemic changed people’s perspective. It caused Americans to realize just how fragile life can be. Many attraction visitors purchased season/annual passes this past year because they anticipated and had every intention of returning to the local/regional attractions they’ve come to love over the years and to visit in much greater frequency.”

Read the full article here.

Read PGAV’s full 2023 Voice of the Visitor here.

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