PGAV Releases Ninth Annual Voice of the Visitor Research Study
Evolution and Agility Highlight U.S. Attractions Industry Trends for 2024
PGAV Destinations released PGAV’s Voice of the Visitor 2024, an Annual Outlook on the Attractions Industry (VOV 2024.) Voice of the Visitor is the attractions industry’s only broad research study focusing on attractions visitors. The study is focused on crucial trends that will inform future success for attractions based on many key factors. The report is available for free at pgavdestinations.com/Insights.
The results of PGAV’s ninth annual VOV 2024 highlight the attractions industry’s need and ability to be agile, anticipating and responding to changing market factors. VOV 2024 reveals that 95% of people plan to visit an attraction in 2024. It also shows that visitors are inclined to venture beyond their habitual choices to visit a variety of attractions.
Mike Konzen, CEO of PGAV Destinations, says, “The attractions industry has evolved over the last several years. In this new landscape, the industry thrives by remaining agile and emphasizing innovation, inclusivity, and sustainability. VOV 2024 reflects the need to understand the visitor and their expectations, which enables attractions to remain relevant and attractive to the broadest spectrum of visitors.”
VOV 2024 features new questions that focus deeper on what’s motivating visitors to visit attractions, what aspects they value the most, and how their experiences contribute to their level of satisfaction. It also introduced questions relating to visitors who are neurodivergent, have a disability, are people of color, and identify as LGBTQ+. The results show that 17% of visitors said they or someone in their party had a negative experience due to discrimination at a U.S. attraction, with 35% among parties that included someone with a disability and 30% that included someone with a neurodivergence.
Download PGAV’s Voice of the Visitor 2024 here!
Methodology
The VOV 2024 research was executed by H2R Market Research. VOV 2024 interviewed 1,500 U.S. leisure travelers who either visited an attraction in 2023 or are planning to do so in 2024, 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, United Parks & Resorts, 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 Theme Parks. 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.
Our clients make decisions based on insight from rigorous research and the expertise other market research firms envy. And that helps shareholders, owners, and employees all breathe a sigh of relief. We’ve partnered with some amazing companies. Some large, some small. Some local, some national, and some international. So whether your company fits into a category or not, you’ll fit with us. www.H2RMarketResearch.com
