Latest News

Back to Latest News back


Artificial Intelligence to drive growth in global theme parks and attractions

Artificial Intelligence to drive growth in global theme parks and attractions
November 15, 2023

The potential of artificial intelligence (AI) to enhance customer experience and operational efficiency in the theme parks, amusement parks, and attractions is set to be a vital part of industry’s global growth according to opinion from AI Consulting Group.

Projecting that the post pandemic recovery of the attractions and entertainment industry will see it achieve a cumulative growth rate of 9%, to reach a global value of $89 billion in 2023.

The Sydney-based consulting group advise that “this is because theme parks have the ability to grow its visitors as they gain new ones (first visits) and recapture previous visitors (repeat customers). “Without them, they may not reach their full potential.”

AI Consulting Group advise that “to achieve higher market share, parks must make the most out of their busiest days through after-ticket sales and strive to improve attendance and aim to have smoother attendance throughout the year.

“Artificial intelligence and machine learning (ML) can help management achieve this and much more.

“Some parks have incorporated AI and ML through wrist-band passes that tracks customers movements, analyse their purchases and habits, and provide real-time reports. Management is also able to create and curate content based on customer preferences and interactions personalising their experience. Knowing customers better will not only attract them but keep them happy.

“On the experience perspective, virtual and augmented reality has been integrated into various attractions and activities. But AI and ML in theme parks and attractions has more benefits to offer with, forecasting and optimisation providing the highest ROI-driven potential. 

"With integration of customer-associated data, marketing strategy and park performance (operator can) identify customer trends, decide on best possible opening hours, and better manage customer flow.”

AI use in theme parks
Guest Experience

  • Virtual queueing system and Queue estimation for better customer experience
  • Loyalty program, engagement, and personalization using mobile app
  • AR and way finders that lead to rides, gift shops, food & beverage stands and other post ticket purchases
  • Wearables for enhanced customer experiences (manage ride entries, available experiences, etc.)
  • Virtual and Augmented Reality experiences
  • Responsive automated guides for the park
  • Virtual Assistant to book tickets, queue, order food and drink

Operational Efficiency

  • Ride monitoring (preventative maintenance, downtime prediction, damage detection)
  • Hazard detection
  • Automated staff scheduling and staff optimisation (staff allocation based on traffic/weather)
  • Personalized marketing
  • Ticket pricing optimisation and footfall forecasting
  • Social media listening and reputation monitoring
  • Incident reporting
  • Route tracking, route optimisation/suggestion, traffic analysis
  • Supplies/food/beverage forecasting

Data Requirements
Internal Data

Ticket Purchase, After-Ticket Purchase history, Visit History, Preferences

Digital Data
Customer and visitors data from online activities

Economic Data
Data available that is external to the organization including oil price, Consumer Price Index and other non-traditional data sources

Environmental Factors
Climatic and weather conditions, temperature, day length

Holiday & Events
Data on vacations, weekends, and events for specific countries

Improved Customer Experience

Create a more convenient experience covering all touchpoints from booking to post park visit, improve engagement through personalisation, remove pain points based on customer feedback analysis and delight visitors with interactive attractions.

Better Operational Efficiency
Manage crowd and improve control through dynamic park routes based on real-time attraction and traffic monitoring.  Reduce ride downtime and increase equipment lifespan through proper monitoring and predictive maintenance. Anticipate peak periods/days and manage staff schedule effectively.

Improved Revenue and Reduced Cost
Improve post-ticket sales, increase foot traffic and park visits, and lower dynamic cost through AI’s predictive capabilities. Utilise media monitoring, strategic marketing, and trend forecasting to create demand through promotions. Save on manpower cost through proper manpower forecasting and employing of chatbots.

Improve guest safety and mechanical health
Real-time ride monitoring and equipment status check prevent malfunctions and provide proper preventive and predictive maintenance. In turn improve the overall safety of guests and visitors.

For more information on the AI Consulting Group go

Image: Disney's MagicBand uses artificial intelligence (top) and an AI powered humanoid robot at Dubai's Museum of the Future (below).

Related Articles

13th November 2023 - The Experience Alchemists to share experiences at events in New Zealand and Australia

3rd November 2023 - Luna Park Sydney announces world-first immersive attraction

29th October 2023 - Tourism Summit Aotearoa to look at industry’s increasing use of technology

28th October 2023 - Group empowers tourism industry with innovative and transformative AI

23rd October 2023 - Embed announces new appointments for global transformation

20th October 2023 - Global attractions report shows theme parks, waterparks and museums heading towards full recovery

6th October 2023 - Merlin Entertainments partners with Immersive Gamebox to bring interactive smart gaming rooms to Darling Harbour

18th August 2023 - Melbourne debuts its newest immersive digital art and future thinking festival

15th June 2023 - HotelRunner AI technology to impact reputation management in tourism and hospitality industry

20th April 2023 - IAAPA positive about state of the global attractions industry

6th April 2023 - Queueing technology experts accesso looks at growth as theme park attendances bounce back

3rd March 2023 - Melbourne Museum new immersive attraction offers visitors a look at prehistoric Victoria

17th February 2023 - SEA LIFE Melbourne Aquarium launches light inspired immersive digital experience

19th December 2022 - Gold Coast’s NaturallyGC program offers an array of immersive experiences

5th December 2022 - Laservision returns to Brisbane with spectacular immersive experience

18th October 2022 - Global attractions attendance report reveals 2021 as a year of recovery

11th October 2022 - Dubai Museum of the Future hires advanced humanoid robot

23rd February 2022 - Dubai celebrates the opening of its Museum of the Future

20th February 2017 - Disney launches new MagicBand access and payment technology

15th February 2016 - New Museum of the Future opens in Dubai

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as Vivaticket Pty Ltd.  Vivaticket is the ideal strategic partner for the organisation and management of your…

read more

Attractions / Entertainment / Sport / Ticketing / Venues


Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism



BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…

read more

Fitness / Recreation / Sport / Technology / Wellness



iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design



At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…

read more

Finance / Fitness / Technology


JASSTECH Solutions

JASSTECH Solutions are distibutors for the JAYLED LED lighting range of products, developed specifically for harsh Australian environments. Delivering the highest quality performance of any…

read more

Parks / Recreation / Sport / Technology / Venues


iDwala Pty Ltd

iDwala is the Community Sports Facility Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…

read more

Consultants / Design / Recreation / Sport / Surfaces



Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business