A new study from PGAV Destinations finds that Americans are traveling less often and are less likely to revisit the same attractions, preferring to explore new destinations instead. The research also highlights a decline in annual international visitation to the United States.
According to the study, travelers in the U.S. are prioritizing downtime and outdoor activities, spending more travel time “relaxing and chilling out.” At the same time, tolerance for poor service and substandard experiences is falling, a trend that could influence visits to attractions and landmarks.
Last year, Americans most frequently chose historic landmarks, zoos, theaters, and theme parks, while attractions such as art museums, family entertainment centers, and aquariums drew fewer visits in comparison.
The survey included travelers from Canada, Mexico, China, the United Kingdom, and Japan, asking about their past and planned visits to the United States. Roughly 70 percent reported having visited the country previously. A clear majority said their top priorities when visiting the U.S. are safety, a welcoming atmosphere, a wide variety of activities and attractions, and the opportunity to visit more than two destinations per trip on average.
Among international visitors, the most popular U.S. attractions named were Walt Disney World, Disneyland, the Grand Canyon, and the Statue of Liberty.
“Over the last several years, from the U.S. Conference of Mayors to the American Alliance of Museums to regional tourism organizations, we’ve heard strong requests for insights into what international visitors think and what they do when they come to the United States, and until now there has been little precedent,” said Mike Konzen, principal and chair of PGAV Destinations. “These visitors make a significant contribution to our economy and to the tourism sector — and they often shape perceptions of America when they return home through stories and photographs. It’s essential that we work to better understand and welcome these guests.”