How It Works

The Barometer was developed at the request of U.S Travel Association's attraction members not only as a member service, but also as a benefit for the entire U.S. attraction industry. It is a much awaited means for giving attractions, attraction associations, DMOs, state tourism offices, and other groups the ability to compare attraction attendance performance with other attractions around the country on a regular basis. The functionality of the Barometer allows a participant to select comparisons based on similar attractions, all types of attractions, or attractions in a certain geographic region or state. The National Attractions Barometer is the only online resource that offers a free and confidential platform for domestic-based attractions to access aggregate attendance trends 24/7.

To make the data as rich as possible, both U.S. Travel Association member AND non-member organizations are encouraged to participate. The more attractions included in the Barometer, the more valuable the data will be.

Confidentiality

Because confidentiality is of utmost importance, aggregate attendance information will only be displayed if data for six or more attractions has been submitted in each possible category - type of attraction, state, or geographic region - thereby protecting the identity and confidentiality of a particular attraction. U.S. Travel Association retains ownership of data maintained in the Barometer and may use the information in aggregate form in national studies and reports. U.S. Travel Association may on occasion release certain aggregate data to third parties for use in selected studies or reports. Under no circumstances will specific data for an individual attraction ever be disclosed. Information posted in the Barometer will remain in the strictest confidence.

Getting Started

To start benefiting from this exciting new tool, visit the new user page where you will find step-by-step instructions that explain how to create a profile, enter your attendance figures for a minimum of 13 months, and in turn access aggregate attraction-based attendance trends for like months and years for which you have entered attendance figures. Once you have entered 13 months of passed attendance data, you will be reminded on a monthly basis by email to return to the website to enter attendance figures for the previous month.

Who Can Participate

U.S. Travel Association member and non-member attractions, attraction associations, DMOs, state tourism offices, and other groups submitting attendance on behalf of attractions are eligible and encouraged to participate. The Barometer collects attendance for the following attraction types/sub-types.

Attraction Types/Sub-types:

• Amusement (theme, water, family entertainment centers)
• Aquariums/Zoos/Wildlife Parks
• Casinos (casino resorts, non-hotel casinos, tribal)
• Cultural and Entertainment (dinner theatres/shows, dinner trains, festivals/fairs, performing arts, wineries/vineyards/breweries/distilleries, wedding chapels)
• Historic (battlefields/military parks, churches/cemeteries, heritage areas, historic districts/towns, houses/farms, landmarks/monuments and memorials)
• Museums (anthropology/natural history, art, children's, history, living museums, science/technology/planetaria, specialized)
• Natural/Scenic (gardens/arboreta/botanical, byways/canals/parkways, ski areas, caves/grottos/caverns, nature centers, parks-national, state and private)
• Sightseeing (air/flightseeing, boat, city tours, observation towers/decks and aerial trams, scenic railroads)
• Retail (shopping centers/malls, outlets/factory stores)