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1,500 US Leisure


Attraction Visitors Surveyed


We are thrilled to present our second annual Voice of the Visitor: Outlook on the Attractions Industry report. In its inaugural year, the report served as the first and only comprehensive US report on destination guests’ collective opinions, attitudes, and expectations – generated directly from guest feedback. Te study is gaining momentum to become the industry’s go-to source for attraction guests’ behavior.


U.S. residents logged


1.7 BILLION trips for leisure purposes in 2015


What we are most excited about this year is that we now have two years-worth of data, and are able to begin demonstrating trends in consumer perceptions and attraction-specific observations. Just as the first two D-notes of David Bowie’s Under Pressure are instantly recognizable and lead to an immortalized classic, so we hope that these two studies continue to grow over the years into an essential trend and forecasting resource for the industry with each passing note.


Once again, we have joined with H2R Market Research to conduct the fieldwork to gather and interpret the feedback of destination guests of all shapes and sizes. We’ve increased our sample size by 50% this year to empower even deeper, more insightful findings from our study. In addition to a larger sample size, we’ve also added two new attraction categories to explore: Brewery & Winery Tours and Dinner Teaters & Cruises. We are also proud to partner again with Blooloop, one of the most trusted and far-reaching industry news outlets in the world, to help explore and celebrate these critical findings.


4 out of 5


Domestic trips taken are for


leisure purposes


Identically from 2016, according to the U.S. Travel Association, U.S. residents took more than 1.7 billion leisure trips in 2015, and more than four out of five domestic trips are taken for leisure purposes. But just like Bowie’s classic, travelers are certainly under pressure, and it’s affecting their plans for 2017.


Let’'s see how they'’ll give destinations a chance! 5


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