Join Jerry Henry, CEO of H2R Market Research, for an in-depth look at the current state of the attractions industry. Drawing on more than four decades of experience, Jerry will unpack how attractions are navigating a year of mixed economic signals, shifting consumer sentiment, and tightened discretionary spending.

He will highlight why attractions are underperforming broader tourism, explore differences across sectors and visitor segments, and share insights from H2R’s proprietary Attractions Visitor Sentiment research. The session will also address the unique position of Florida’s attractions, and how they are performing relative to the national average, and outline strategies operators can use to resonate with today’s value-conscious consumers.