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Industry experts collaborate to provide better insight for visitor attractions
A
new data-driven and insight-led initiative is set to launch to provide more in-depth information for the visitor attraction sector, spearheaded by industry experts.
Agility Marketing, a specialist visitor attraction marketing agency, and DigiTickets, a ticketing software company for attractions and events, have collaborated to create Visitor Attraction Intelligence (VAI), to uncover the trends shaping the industry.
Using data from millions of DigiTickets anonymised bookings, combined with Agility's visitor attraction analysis and knowledge, VAI's aim is to provide intelligence to inform decisions. Exploring patterns across the diverse sector, from zoos and water parks to museums, heritage attractions, gardens, family attractions and adventure parks, VAI will produce ongoing free reports, with research focusing on several themes and questions relevant to the industry. Jamie Faulkner, operations director at DigiTickets, said: “For a number
of years, we’ve been aware that the volume of tickets processed through DigiTickets gives us a substantial source of insight into visitor behaviour. “We’ve wanted to explore how we could use that anonymised data for the benefit of our clients and the wider sector, but finding the right partner was important. Agility brings the visitor attraction knowledge and commercial marketing expertise to help us interrogate the data and understand what it is telling us.”
VAI looks beyond individual attractions to identify the trends, shifts and opportunities that matter and will officially launch on Monday 21 September ahead of IAAPA Expo Europe in London, where it will also reveal its first report focusing on booking lead times to better inform attractions’ strategies. Anita Waddell, CEO at Agility Marketing, said: “After working in the attractions industry for over 25 years, I know how vital accurate data is to better inform and shape commercial planning. “With VAI, we’re taking this one step further. We are providing new context, and sharing our expertise to accompany this data, in perceptive and purposeful reports that businesses can learn from or use to validate their own findings and experiences.”
Sacoa Connects Playland Portal del Prado with Smart Cashless Technology
Playland has opened a new location at Centro Comercial Portal del Prado in Barranquilla, Colombia, featuring Sacoa Cashless System technology. The new venue offers something for different ages and interests, with attractions including bumper cars, Kiddie rides, redemption games, a soft play area and more. To support the experience, the location features 80 Sacoa Spark RFID readers, 5 POS stations and 2 mRedemption units powered by the Sacoa Redemption Software. “We are very happy to have Sacoa with us once again at this new Playland location, as we have already worked with them at other venues in our chain,” said Pedro Navas, Manager of Playland Colombia. “The trust and experience they have demonstrated with each installation gave us the confidence to choose Sacoa once again.” The new installation connects the different parts of Playland’s FEC operation through Sacoa’s cashless technology. For Playland, it is an important location
where guests can enjoy a simple and convenient way to play, backed by technology the team
already knows and trusts.
6 OCTOBER 2026
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