PGAV Destinations

11 April 2017

Attractions Industry Forecast Report is Revealed

PGAV Destinations publishes guest insights in the “Voice of the Visitor”

(ST. LOUIS  – April 11, 2017) – PGAV Destinations has published its second Voice of the Visitor: 2017 Annual Outlook on the Attractions Industry.

Conducted in conjunction with long-standing research partner H2R Market Research and global media partner BlooloopVoice of the Visitor presents the results of a study of more than 1,500 U.S. leisure attraction visitors who  either visited an attraction in 2016 or are open to doing so this year. The report serves as an essential benchmark study in understanding the U.S. attractions and travel market.

“We use this report, an invaluable tool for attraction managers across the country, to understand guests’ intentions and interests at destinations throughout the year,” says PGAV Destinations Principal and Chair Mike Konzen. “The insights are tremendously relevant and the outlook is quite fascinating; while attraction attendance is forecasted to grow by 1.5% this year over 2016, we’re seeing a great deal of evidence of increased expectations among those guests.”

Voice of the Visitor is a wholly unique industry forecasting report in that its findings and predictions are primarily based on feedback directly collected from destination guests themselves, rather than through observation and attendance figures. As this is the second year of publication, many of the data-points are now viewed as trend lines and begin to create pictures of increasing and decreasing patterns across the industry. Overall, 86% of respondents still intend to travel for leisure in 2017, with their top target destinations to visit including zoos, aquariums, theme parks, botanical gardens, and family entertainment centers.
The report explores various demographic trends among 14 types of attractions, including two new attractions included in this year’s report: Dinner Theaters & Cruises and Brewery & Winery Tours. Deep insights are gained from the ever-diversifying Millennials, Baby Boomers, and Matures. Voice of the Visitor also explores: the impact of memberships and season passes, return guests, how guests perceive and use technology and social media, guests’ key delights and pain points, and how an at-times tumultuous 2016 has significantly impacted their 2017 travel plans and perceptions.

In addition to providing overall insights on trends and intentions, the report contains a convenient reference section for destination managers to quickly review key facts and findings about their particular market.

The full Voice of the Visitor: 2017 Annual Outlook on the Attractions Industry can be read for free at and


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’s 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, Chimelong Ocean Kingdom, the Georgia Aquarium, the Hoover Dam, and SeaWorld Adventure Parks.


About H2R Market Research
H2R Market Research is a leader in providing consumer insights in the travel and tourism research industry. Since 2001, the company has been helping attractions and travel organizations better understand their visitors, what motivates and inspires action, and what drives the visitor experience.

H2R’s primary areas of focus center on guest satisfaction/voice of the customer measurements, concept evaluation studies, brand health and brand perception as well as contextual marketing measurements such as ad effectiveness studies. The company’s key clients include industry leaders such as Coca Cola, Herschend Family Entertainment, as well as numerous zoos, museums, aquariums, state travel offices and destination marketing organizations.


About Blooloop has been the global attractions industry’s leading news site for over a decade. Business professionals rely on Blooloop to keep ahead of the game in this fast-moving industry with its news, features, and commentary. Blooloop also brings the industry together through an extensive social media network and in-person at their conferences and networking events.






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