Fueled largely by Hispanic, Black, and Asian travelers, Americans’ intent to travel for leisure this year continues its downward trend, dropping to 81%. Some of America’s most iconic cities top the intended destination travel list, including New York City (34%), Orlando (32%), and Las Vegas (30%).


Te ratio of guests who intend to visit “far more attractions this year” grew once more to 24%, led largely by Millennials (45%). Minorities, a growingly- influential segment with generally-lower satisfaction, intend to visit far more attractions than Whites by ten percentage points.


Attraction-related intentions continue to decline in 2019, after steady decreases over the last three years. Understanding what’s missing from surprising and delighting underserved, large markets will be essential to turn the tide and inspire guests to fill their 2019 and 2020 Destination Dance Cards.


26% 24% 24% 16% 15% 12% 12% 12% 23% 23% 23% 22% 19%


TAMPA/CLEARWATER


SAN FRANCISCO


HAWAIIAN ISLANDS


FLORIDA KEYS


AUSTIN


37


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