The Attraction Marketers' Guide to Revenue Growth in 2026

With rising expectations, unpredictable attendance, and limited marketing spend, the future of revenue growth demands a new approach.

This free guide shares a 5-step strategy we use to help our partners increase guest value, influence spending during the visit, and scale results — without relying on getting more guests through the gate.

What you'll learn:

How to shift from attendance to yield

Why the most successful operators are measuring success by spend per guest, not footfall

How to unlock more value from every visit

And reach your goals by engaging guests already on-site and invested in your experience

What's working at leading attractions

Benchmarks from Chester Zoo, Knoebels and more, with tactics you can apply right away

Is marketing effort aligned with your real revenue drivers?

Many attraction marketers focus on admissions because that’s what they know how to control. But almost half of total revenue comes from everything that happens after the gate.

The majority

of a typical attraction marketers time is spent driving admissions

Almost half

of all revenue is driven from on-site spending

Do your tools work together to influence on-site spend or simply track it?

Disconnected tools lead to duplicated effort and missed opportunities. The most successful teams are aligning tech and teams to increase per-guest yield.

80%

Of organisations increase revenue when they can use realtime data

20%

Increase in team efficiency when systems are integrated

Should you invest in more reach or more relevance?

Start scaling what works: Real-time prompts, targeted offers, and connected journeys that drive loyalty and repeat spend.

80%

Of guests associate value with unique experiences

38%

Increase in spend-per-guest if the experience is personalised

Turn 2026 into your most successful year yet

Backed by benchmarks and insights from global operators, get a clear plan to unlock the full potential of every visit.