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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

This statistic is scary

Last month's issue reported on the findings from PGAV's 2025 Voice of the Visitor report. Their study was conducted among 1,500 U.S. leisure attraction visitors who have either visited an attraction in 2024 or are planning to do so in 2025. In the study, "attractions" included aquariums, zoo/animal attractions, museums of any kind, science centers/science attractions, family entertainment centers, historical landmarks, theaters/dinner theaters, botanical gardens, brewery/winery tours, national/state parks, or natural wonders.

One finding was that in 2024, visitors, on average, only visited four attractions, the same frequency projected for 2025.

Think about that. For that wide variety of attractions, people on average only visited four times last year, on average, one attraction every three months. That's not many visits to support the hundreds of thousand attractions. That means the attraction industry, which includes family entertainment centers (FECs), is highly competitive. To capture enough of those visits, any FEC must offer a very appealing and high-quality experience.

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