2018 marked the third straight year of Americans using more of their earned vacation days, as company cultures encourage them to do so. According to Project Time Off’s State of the American Vacation, these workers are working less while on vacation, all of which contributes to reducing work burnout and potentially contributing to this positive outlook for 2019. So where did these travelers go last year?


While the overall incidence of attraction visitation remained relatively stable with 2017 and our four-year average, individual attraction incidence either held steady or declined at every attraction type in our study.


First time visitors to attractions, however, reached its highest rate – 47% - in the history of our study, when respondents noted it was their first time going to the last attraction they visited. First time visitors are most likely to be Millennials, reinforcing the early observation that travelers are more than ever seeking out fresh and new experiences. Variety of attractions has decreased though, as visitors only visited 3.3 different attractions in 2018, down from 3.9 in 2017. Savvy travelers are better identifying what they like, and seeking more variety within those categories.


Attraction Visits First Time


Despite an increase in memberships, first time visitation is up by four points this year overall. Tose with a higher income tend to do both.


47% 43% 36% 36%


2015


2016


2017


2018 21


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