PGAV, a global leader in the planning and design of unique destinations, has published the 2024 results of its annual attractions industry study, PGAV’s Voice of the Visitor 2024 (VOV 2024).
Voice of the Visitor is the only broad research study for the attractions sector to concentrate on visitors. The study focuses on the significant trends that will influence the future success of attractions and spans a range of considerations.
The report is available to download for free here.
An evolving industry
PGAV’s Voice of the Visitor 2024, an Annual Outlook on the Attractions Industry is the ninth edition of the report. Its findings emphasise the importance of agility in attractions, enabling them to adapt, anticipate and react to changing market conditions.
According to VOV 2024, 95% of individuals expect to visit an attraction in 2024. It also indicates that guests are planning to look beyond their usual destinations and attend a range of visitor attractions.
Mike Konzen, CEO of PGAV Destinations, comments: “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.”
The VOV 2024 study was conducted by H2R Market Research. It surveyed 1,500 leisure travellers in the US who visited an attraction in 2023, or intend to in 2024.
This year, the VOV asked new questions to better understand what drives visitors to attractions, what features are the most important to them, and how their experiences impact their satisfaction.
The study included questions about visitors who identify as LGBTQ+, are people of colour, have disabilities, and are neurodivergent. According to the findings, 17% of guests reported that they or a member of their party had a negative experience at a US attraction as a result of discrimination. 35% of these incidents involved parties that included a person with a disability, and 30% involved people who are neurodivergent.
PGAV recently welcomed Paula Johnson as its new chief financial officer (CFO). Johnson has extensive experience in financial management and strategic planning and will play a crucial role in the company’s continued expansion.
