PGAV Destinations released PGAV’s Voice of the Visitor 2023 (VOV 2023), an Annual Outlook on the Attractions Industry. The study is based on twenty different attraction types and is focused on trends that will dictate future success for attractions based on many key factors.
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.