I think visits can really make kids decisions clear. My older daughter wanted to visit UChicago, she loved that it had an intense academic attitude so much so that fun goes there to die. But she hated it when we visited. She didn’t apply. We had to visit other schools in the area to justify the trip - so we visited Northwestern and Notre Dame. She loved both and they were ultimately her final two choices. I don’t think they were even on her list before the visits.
I think even reach schools are worth the visit, because then your kid can save the time writing essays for schools that he or she wouldn’t want to attend. Just because it is a reach, doesn’t mean it is a match for your kid. I’m a firm believer that reputation and rankings shouldn’t determine a kid’s decisions.