PGAV Destinations, planners and designers of immersive destinations, announced the release of its latest research study, Voice of the Visitor: International. The study examines how travelers choose destinations, experience attractions, and ultimately decide where to spend their time and money.
“This work builds on PGAV’s long-standing commitment to understanding the visitor,” said PGAV Principal Diane Lochner. “For the past 10 years, PGAV’s Voice of the Visitor report has explored visitor motivations and industry trends. Additional reports, such as Transformation, have explored visitor avatars, including Zen Chasers and Escape Voyagers. Destinology, a bi-weekly publication that reaches more than 40,000 subscribers, offers articles on topics ranging from complying with accessibility regulations to navigating changes in federal funding for cultural institutions to rebranding for zoos and aquariums. With this study, we’re expanding that perspective globally, delivering insights more frequently, and deepening our understanding of how attractions compete for time in an increasingly complex and global experience landscape.”
Based on a survey of U.S.-based travelers who have traveled internationally or plan to do so, the study spans planning stages, experience preferences, and spending behaviors.
Destinations win the trip. Attractions define the value.
One of the study’s most significant findings reframes how attractions compete:
- 88% of international travelers choose their destination before selecting any specific attractions.
Attractions are rarely the reason a traveler chooses a country, but they are essential in determining how long visitors stay, how deeply they engage, and how much they spend.
“Attractions don’t just fill days. They confirm the traveler’s story to themselves. The implication is profound for attraction operators: your guest arrived emotionally primed,” Carol Breeze, PGAV Lead Designer said. “The destination already did the heavy lifting. Your job is to complete the feeling they came for and in doing so, become the story they tell when they return home.”
Travel decisions are emotional at their core
The research confirms that travel is often driven by emotion:
- 50% of travelers are motivated by experiencing new cultures and traditions
- 43% prioritize relaxation and personal renewal
This emotional foundation presents an opportunity for destinations and attractions to design experiences that embed storytelling, authenticity, and cultural connection into every touchpoint.
From anticipation to memory: Closing the experience gap
While iconic attractions often fuel anticipation, what travelers remember most are immersive, meaningful experiences that deliver on those expectations.
Nearly all respondents indicated plans to visit at least one attraction on their next international trip. And while most choose the destination before any attractions, when travelers do plan a trip around a specific attraction, it is most often a theme park, demonstrating the influence of strong brands, recognizable stories, and emotionally resonant experiences. PGAV Vice President Al Cross notes, “The romanticized view of international travel is fading due to overcrowding and poor experiences. One reason people might choose a theme park first is the guarantee. You know you’ll come away with a great experience. You know it’s worth it. There is a much smaller gap between the romanticized vision and the actual experience.”
Food, beverage, and retail emerge as primary revenue drivers
The study highlights how visitors spend:
- Food and beverage spending intent surpasses even admission
- 56% of travelers actively seek local or traditional cuisine
- Visitors favor locally made or artisanal products
Dining and shopping are integral to the experience itself. When designed authentically, these moments become powerful memory anchors and key drivers of revenue growth.
“F&B allows visitors to continue their cultural experience through food. This has significant design implications,” explains Amanda Yates, PGAV Director of Brand Experience. “An attraction that serves chain-restaurant-style food or generic café fare is failing to match the emotional state visitors are already in. Guests are looking for something that feels local and authentic, but still comfortable and approachable. It’s that balance between discovery and familiarity.”
Global insights, local impact
While focused on international travelers, the implications extend beyond global tourism. The same emotional drivers, including authenticity, expectation, discovery, and memory, apply to domestic and local visitors.
Whether choosing how to spend a week abroad or an afternoon close to home, visitors are guided by the same underlying motivations. For operators, this means the opportunity is in designing experiences that resonate deeply enough to define the visitor’s time.
