Resilience, Resourcefulness, and Relevance
Position the Attractions Industry for Success in 2022 and Beyond
As an industry, we have demonstrated that we’re amazingly resilient and resourceful. And visitors have shown us that we’re more relevant than ever. That ideal combination positions us for success in 2022 and beyond.
PGAV’s Voice of the Visitor 2022 (VOV 2022) report provides plenty of evidence to back this assessment of the industry’s strength, and many reasons for optimism for the year(s) ahead. At the same time, these survey results reveal an urgent need for attraction owners to maintain that resilience and resourcefulness, as visitors’ priorities continue to evolve along with the array of challenges society continues to face.
You’re Still The One
Let’s start with relevance because that’s where we find many of these reasons for optimism. One message came through loud and clear throughout VOV 2022 survey results: visitors crave the experiences we offer. That’s always been true, of course, but desire for the escapism we provide has only grown as people cope with the unique challenges presented by COVID-19.
In 2020, the overall performance for the attraction industry fell to 45% of 2019’s numbers due to the coronavirus pandemic. Last year, the industry rebounded to a healthier 73% thanks to vaccine rollouts and visitors learning to cope with the virus.
Even better news:
In 2022 the industry is forecasted to return to pre-pandemic levels.
We Just Can’t Get Enough
One of the factors contributing to improved industry performance was a 45% increase in the number of attractions visited last year. In 2021, visitors averaged 3.5 attractions which is only 15% shy of pre-pandemic numbers.
But venturing out and experiencing more attractions last year did not fulfill all of visitors’ intent. During 2020, unconverted visitor intent was at an all-time high of 65%. (Historically, visitors report that around 46% of their intent to visit attractions was unfulfilled during the year.) At the end of last year, visitors noted that there are still many places they want to visit in 2022, keeping unconverted intent high at 62%. That pent-up demand points to significant potential for robust performance in 2022 and beyond.
Biltmore Antler Hill Village, Asheville NC
Perhaps the biggest indicator of attractions’ relevance in today’s environment? People are looking for opportunities to relax and unwind … and arguably, that need has never been more pronounced for our generation. It was the number-one motivator cited for attraction visits in VOV 2022, edging out safety, which unsurprisingly topped the list in VOV 2021. We’ve seen countless reports and studies over the past two years on the growing mental health challenges resulting from the COVID-19 pandemic. Simply put, attractions are a tonic that can help to alleviate that pressure.
Another Breath of Fresh Air
The push-pull between the need to relax and the need to feel safe is where our industry’s resourcefulness comes into focus. It likely explains the continued strong performance of outdoor attractions like historic landmarks, national parks, and zoos in 2021. However, attractions like theme parks (+9 pts), family entertainment centers (+6 pts) and water parks (+6 pts) saw a significant increase in attendance during 2021, demonstrating that visitors are becoming more comfortable venturing out to these types of attractions again. Another indicator that visitors are becoming more confident in managing the virus is the increased comfort level with some indoor venues. This is evident in the types of “must see” attractions that visitors listed for 2022.
Family entertainment centers, breweries, wineries, and movie theaters top the list of attractions people
intend to visit in 2022.
The resilience and resourcefulness we’ve shown in addressing safety concerns not only brought visitors back but also paid dividends in 2021. About 30% of VOV 2022 respondents indicated that they spent more money on their most recent visit than they had in the past. The top drivers for increased spending? It all goes back to that need for R&R, with respondents citing “tired of being cooped up” and “wanting to treat themselves” as top motivators.
VOV 2022 results indicate that millions more people are out there, inching toward the moment where they act on that pent-up desire to relax and unwind. Their willingness to venture out again will depend on variables outside of our control, but thanks to our collective resilience, resourcefulness, and relevance, we’ll be ready when they are.
In the weeks ahead, we’ll dig more deeply into some of the most interesting and surprising trends revealed in VOV 2022. Stay tuned!
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