PGAV Releases Eighth Annual Voice of the Visitor Research Study
Innovation, Connection, and Opportunity Highlight U.S. Attractions Industry Trends for 2023
PGAV Destinations released PGAV’s Voice of the Visitor 2023, an Annual Outlook on the Attractions Industry (VOV 2023.) Voice of the Visitor is the attraction industry’s only broad research study focusing on attractions visitors. The study is based on twenty different attraction types and is focused on crucial trends that will dictate future success for attractions based on many key factors. The report is available for free at pgavdestinations.com/Insights.
The results of PGAV’s eighth annual VOV 2023 highlight the attractions industry’s ability to innovate unique and creative ways to connect with visitors and embrace the opportunities that 2023 presents. VOV reveals that visitation increased in 2022 and is projected to surpass 2019 levels this year. Historic landmarks, national/state parks, and zoo/animal attractions were again top of the list of attractions visited. Family travel drives the industry, and the average age of children who visited rose slightly.
“I’m continually impressed by the attraction industry’s ability to innovate and adjust through difficult situations,” said Mike Konzen, PGAV’s CEO. “Performance for the overall attractions industry continues to recover, and VOV 2023 reflects how important attractions are to connecting visitors.”
VOV 2023 also focused on the role festivals and events play, revealing that 56% of visitors attended a festival or event in 2022. Most attendees are looking for music or a holiday atmosphere when choosing events. In addition to data, VOV 2023 explores trends in the industry, including bleisure travel and increasing visitor concern for sustainability practices.
The VOV 2023 research was executed by H2R Market Research. VOV 2023 interviewed 1,500 U.S. leisure travelers who either visited an attraction in 2022 or are planning to do so in 2023, providing a margin of error of +/-2.5% at a 95% confidence interval.
About PGAV Destinations
PGAV Destinations is a global leader in the planning and design of unique destinations. Now entering its sixth decade, the practice has evolved to become the ideal destination-consulting partner, skilled at developing growth-oriented master plans and translating those plans into successful projects. No other firm offers such an integrated approach to destination planning.
PGAV Destinations’ key clients include industry leaders such as Delaware North Companies, SeaWorld Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, Ameristar Casinos, Universal Studios, The Gettysburg Foundation, the Saint Louis Zoo, and many others. Recent assignments include planning and design at many of the world’s “must-see” destinations, including the Grand Canyon, Biltmore Estate, Space Shuttle Atlantis, The Alamo, National Air & Space Museum, Chimelong Ocean Kingdom, the Georgia Aquarium, the Hoover Dam, and SeaWorld Parks & Entertainment. www.PGAVDestinations.com
About H2R Market Research
Your customers are talking. Instead of just sharing their experience with friends over coffee, H2R brings their voice to the conference table. When you’re asking, “Where should we expand? Did our ad generate more revenue than it cost? Why are customers choosing our competitor?” H2R reveals the answers.
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