06/13/2025
Updates 06/13/2025: Ohio's Travel Industry and Current Travel Research
PGAV DESTINATIONS SHARES THEIR VOICE OF THE VISITOR REPORT. OVERALL INTENT TO VISIT, TOP ATTRACTIONS, AND WHAT IS INFLUENCING GUEST SATISFACTION ALL ARE INCLUDED.
Key findings from PGAV Voice of the Visitor, with more than 1,500 respondents:
- Fundamental motivations for travel - exploration, connection, and memory-making - remain steady.
- Keep these findings in mind when creating content for your target markets:
- Younger visitors prioritize thrills, immersive activities, and tech-based experiences.
- Older visitors value educational and nature-based experiences.
- Social media drives interest in exclusive and novel experiences.
- The overall intent to visit an attraction in 2025 has increased one percent, from 47% to 48%. Top attractions visitors intend to see include:
- Historic landmarks (57%).
- Zoos (54%).
- National/State parks (53%).
- History museums (52%).
- Natural wonders (51%).
- Theaters (50%).
- First-time visitor excitement remains steady with 52% reporting they feel excitement when they visit an attraction for the first time. Whereas 48% feel excitement to be a repeat visitor.
- Travelers also share what attractions they plan to revisit in 2025, including family entertainment centers (82%), water parks (81%), theme parks (80%), zoos (78%), botanical gardens (73%), and aquariums (68%).
- Food and beverage are still influencing guest satisfaction and intent to return (28%). Along with F&B:
- Variety of things to do (21%).
- Accessibility/inclusivity (19%).
- Memorability (18%).
- Service/staff interaction (16%).
- Baby Boomers will reduce leisure travel with age, making Millennials and Gen Z expect to dominate by 2030.