Voice of the Visitor 2025: A Decade of Insights into Attractions and Travel
PGAV’s Voice of the Visitor 2025 is now available! Here are some key highlights—download the full report for more insights.
2025 Visitor Outlook
The forecast for 2025 shows consistent attendance patterns and the overall intent to visit attractions in 2025 has increased slightly, rising from 47% to 48%.
The attraction sectors showing the highest intent to visit include historic landmarks, zoos and animal attractions, national and state parks, history museums, and natural wonders. It’s worth noting that a smaller target audience can make intent-to-visit numbers look lower than broader attractions. For example, children's museums cater to a more specific audience.
Satisfaction and Net Promoter Score
At 52, the Net Promoter Score is up from last year’s 51 and the norm of 45. Net promoter scores were highest for national/state parks, botanical gardens, and theme parks. VOV 2025 reveals the second-highest overall satisfaction rating in the past decade. Guests expressed the greatest satisfaction with the experience’s memorability, as well as with safety and cleanliness. Most categories performed within typical ranges.
These results underscore the link between guest satisfaction and thoughtful design elements. Features that create an engaging experience play an important role in shaping overall satisfaction. Diane Lochner, PGAV Principal, explains, “By prioritizing guests’ basic needs—like clear wayfinding, intuitive visual cues, and thoughtful points of interaction—we set the foundation for a great guest journey. When guests feel confident navigating a space, they can fully engage with the story. Every design choice is made so the guests ultimately reach the pinnacle of the experience: a transformational, memorable moment that stays with them long after they leave.”
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