PGAV, a global leader in the planning and design of unique destinations, has released its Voice of the Visitor (VOV) 2023, an annual outlook on the attractions industry. The broad research study focuses on attraction visitors, based on twenty different attraction types and looks at important trends and factors that will shape future success for attractions based on many key factors.
The findings of PGAV‘s eighth annual VOV 2023 show the creative and innovative nature of the attractions business as it connects with tourists and embraces the opportunities of 2023.
According to VOV, visitation grew in 2022, and it is anticipated that this year it will reach pre-Covid 2019 levels. Again, the most popular attractions were historical sites, state and national parks, and zoos and animal attractions. The business is driven by family tourism and the average age of children who visited marginally increased.
“I’m continually impressed by the attraction industry’s ability to innovate and adjust through difficult situations,” said PGAV CEO Mike Konzen. “Performance for the overall attractions industry continues to recover, and VOV 2023 reflects how important attractions are to connecting visitors.”
Mixing business with leisure
At least one festival or event was attended by 56% of tourists in 2022, according to VOV 2023, which also focuses on the function that festivals and events play, with most guests seeking musical or festive ambiences. Along with data, VOV 2023 examines market trends, such as ‘bleisure’ (hybrid business and leisure) travel and rising tourist interest in sustainable business practices.
H2R Market Research carried out the VOV 2023 research. With a margin of error of +/-2.5% at a 95% confidence range, VOV 2023 interviewed 1,500 American leisure travellers who had either visited an attraction in 2022 or were going to do so in 2023.
The report is now available to access for free at pgavdestinations.com/insights.
PGAV recently announced the strategic expansion of its St. Louis and Orlando design studios, including the addition of several new team members.
