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Discover Destinology

Whether it’s understanding how families plan vacations, shining light on the revitalization of the American East Coast tourism economy, or unraveling the mysteries around the Millennial generation and their destination desires, we continuously work to uncover trends and leverage data to make unique and innovative designs and decisions.

Industry Reports

PGAV’s in-depth annual studies explore global trends that are changing the future of attractions. Over 1,000 readers around the world welcome these reports, exploring the science of storytelling, attraction guest behavior forecasting, how nature inspires design, and much more.

Welcome!

2019 Profile of International Visitors to America

In the first ever report of its kind, our study revealed how travelers from Canada, Mexico, China, the United Kingdom, and Japan plan their trips to America, where they want to visit and what motivates them to do so, and why many have considered a visit to the States – but are holding off until later.

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Voice of the Visitor

2019 Annual Outlook on the Attractions Industry

Voice of the Visitor provides an industry-standard dashboard that quantifies aggregate attractions’ industry performance and provides an outlook on future visitation, specifically using insights gained directly from the point of view of the visitors themselves about why they choose to visit attractions – or not to visit. The face of America is on track for…

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Storytelling

It Can Change Your Mind

As we carefully study, and have the privilege of helping sculpt, the destination industry, we see guests and visitors becoming more and more captivated by storytelling. We interviewed neuroscientists, social scientists, and our own experienced storytellers to unravel the mysteries and skills woven throughout the best tales ever told.

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The Art of the Family Vacation

What They Want, How They Plan, Why They Go

It’s that delicate balance of interests, more complex than a Congressional subcommittee. It’s the think-on-your-feet flexibility to adapt when things don’t play out the way that you planned. And just when you think you’ve got the kids figured out, they change on you. It’s the family vacation, the most creative act that most families will…

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Quarterly Publications

Our quarterly Destinology delivers insights into critical shifts in guest culture and behavior to more than 7,000 attraction leaders at zoos, museums, aquariums, theme parks, resorts, and more. These quick-read studies are essential tools for annual planning, and to remain nimble and responsive to meet guest needs and expectations each and every day.

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Lessons in Leadership

The Emerging Leaders of the Attractions Industry

Meet Our Leaders Leadership practice is undergoing one of the most challenging and rapid transformations in modern history. Technology, mobile teams, generational shifts, diversity, and changing work cultures are top of mind topics for today’s emerging leaders. To explore this new frontier of leadership, we sat down with emerging attraction leaders from around the world…

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Renovating Innovation

Reimagining the Destination Design Practice

Home Renovations Andy Warhol once espoused, “They always say time changes things, but you actually have to change them yourself.” After more than 30 years in our downtown St. Louis studio, time had changed many things: the make-up of our staff, how we collaborated on projects, architectural and design standards and innovations, and even the…

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Destinology’s Welcome!

Profile of International Visitors to America

In 2003, with the exception of the Global Financial Crisis of 2009, the United States began enjoying strong and steady growth in both inbound international visitation and spending. In the last decade, the number of inbound travelers has doubled from roughly four million to 7 million, while spending has increased by 50% in the same…

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Destinology’s Voice of the Visitor

2019 Outlook on the Attractions Industry

Time to Change “Just because something works, doesn’t mean it can’t be improved,” says Black Panther’s show-stealing Shuri, a brilliant engineer innovating on her king brothers super cat-like suit. The 18th film in the Marvel Cinematic Universe quickly rose to become the highest grossing solo superhero movie in history, and the 3rd largest US box…

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Traveling Teenagers

The Heart of Generation Z

Just a couple months ago, you may have gotten to spend some quality time with the faces of the future, interviewing today’s teenagers seeking summer jobs. These attraction-side chats may have drawn up warm feelings of nostalgia, reminding you of your first summer job in high school: tearing tickets at your local one-screen movie theater,…

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