US Leisure Attraction Visitors Surveyed


1,500 100 MILLION MORE THAN


Americans visited attractions in 2017


It’s time to get serious about your attraction. Te fact of the matter is that attendance growth throughout our industry is not only notably low, but appears that it could begin to stall. Although consumers’ confidence and optimism about the economy is good overall, an ever-growing myriad of non-destination entertainment competes for their attention while many Americans are caught in a constant “State of Permanxiety.”


So what are you going to do about it?


In our third annual Voice of the Visitor report, PGAV Destinations uncovers the 2017 travel patterns and 2018 forecasts of the American attraction visitor, and provides key steps in competing with an expanding roster of options in the face of cautious consumers. Te study remains the first and most comprehensive US report on destination guests’ collective opinions, attitudes, and expectations – generated directly from guest feedback.


ATTRACTION


TYPES analyzed for 2018


Once again, PGAV Destinations is proud to have partnered with our long-time collaborator H2R Market Research to conduct the fieldwork to gather and interpret the insights of destination guests. Tis year’s study surveyed 1,500 U.S. leisure attraction visitors who either visited an attraction last year or plan to do so in 2018, providing a margin of error of +/-2.5% at a 95% confidence interval. In addition, we are thrilled to once again partner with Blooloop, one of the world’s most-trusted attractions-industry media outlets, to help explore and expand these insights.


Tis year marks a critical moment in our industry: growth is slowing as guest behavior is shifting, and we must innovate to keep them coming back and enjoying more of what every destination has to offer. We hope this report provides you invaluable insights with which to better understand your guests, and essential action steps to thrive in 2018.


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