Voice of the Visitor 2025: Navigating the ‘Been There, Done That’ Challenge

 

Visitors today are increasingly drawn to new experiences, prioritizing exploration and discovery over revisiting familiar destinations. The trend of seeking fresh destinations is growing, making it more challenging for attractions perceived as static to encourage repeat visits.

Understanding the 'Been There, Done That' Phenomenon

“Data from this year provides a valuable starting point, but examining it compared to past years reveals patterns and trends.
I focus on where people want to go and how that differs, if at all, from previous years. This year confirmed the past few years' ‘been there, done that’ mindset. People show strong intent to visit new destinations but low interest in places they perceive as unchanged,” explains Melissa Simmons, PGAV Exhibit Designer and self-proclaimed data nerd.

According to VOV 2025 respondents, first-time visitation remains elevated at 48%, four percentage points higher than the historical average. Meanwhile, 67% of visitors intend to return to the last attraction they visited—down from 72% a decade ago.

An increasing demand for unique and dynamic experiences largely drives this decline in repeat visitation. A report from Skift highlights that 73% of millennial and Gen Z travelers prioritize discovering something new over revisiting familiar destinations. Social media has further amplified this preference as users seek novel experiences to share and uncover hidden gems.

Sectors with Strong Repeat Visitation

Not all attractions struggle with repeat visitation. Family entertainment centers and water parks often enjoy high return rates due to their ability to cater to a wide range of age groups, provide varied offerings, and maintain affordability and convenience. Attractions that successfully create dynamic, changing experiences tend to keep visitors coming back.

Conversely, historic sites and museums often struggle with being perceived as static. Landmarks are frequently seen as bucket-list destinations people are eager to check off their list but won't return. While these attractions rank high in intent-to-visit metrics, they suffer from low repeat visitation and limited ongoing engagement.

Strategies to Combat 'Been There, Done That' Perceptions

"If your destination falls into the 'been there, done that' category, you face both a challenge and an opportunity. The challenge is overcoming the perception of being static. But visitor intent to visit data shows there’s an opportunity with those who are seeking fresh, new experiences. To avoid visitors feeling like your attraction is a one-time destination, emphasize change—whether through programming, exhibits, or marketing. The key is creating urgency, engagement, and variety, ensuring every visit offers something new to discover,” Simmons says.

Incorporate Interactive & Rotating Elements

  • Even if major changes aren’t feasible, introduce smaller rotating features, such as digital screens, interactive installations, or featured artifacts that shift periodically.

  • Enhance storytelling through multimedia experiences that evolve over time.

Dynamic Events

  • Introduce seasonal or limited-time events to generate urgency.

  • Celebrate both the opening and closing of temporary exhibits to drive attendance throughout the year. "If your exhibits or activities change, celebrate their openings and closings. Grand openings often get plenty of attention, but there’s a hesitation to make a big deal about closings. Creating a sense of urgency around a ‘last chance to see’ moment can be powerful in driving visits,” Simmons suggests.

  • Offer exclusive programming, such as after-hours events, themed weekends, or pop-up experiences.

Cave of the Winds

Engage the Local Community

  • Host targeted community events, ensuring locals feel connected and invested in the attraction.

  • Collaborate with local businesses and schools to create special programming.

For those looking to boost attendance and visitor loyalty, the path forward is clear: stay dynamic, stay fresh, and always give visitors a reason to return.

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Dawn Jasper