Visitor Attraction Intelligence Set To Launch With New Industry Insights
A new data-driven and insight-led initiative is set to launch, providing more in-depth information for the visitor attraction sector and helping businesses better understand the trends shaping the industry.
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), a new initiative designed to uncover the trends shaping the industry.
Using data from millions of anonymised DigiTickets bookings, combined with Agility's visitor attraction analysis and industry knowledge, VAI aims to provide intelligence that can help inform decision-making.
Exploring patterns across the diverse visitor attraction sector, from zoos and water parks to museums, heritage attractions, gardens, family attractions and adventure parks, VAI will produce a series of ongoing free reports. Research will focus on a range of 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 to the wider sector. It 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 help 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.”
For more information about Visitor Attraction Intelligence, visit www.linkedin.com/company/visitor-attraction-intelligence-vai/ or head to the DigiTickets stand N4721 at IAAPA Expo Europe from Tuesday 22 September.
A website will follow soon.
