DigiTickets, a leading provider of ticketing and POS software solutions for the leisure industry, has partnered with Agility Marketing, a specialist visitor attraction marketing agency, to create Visitor Attraction Intelligence (VAI) and uncover the trends shaping the industry.
Using data from millions of anonymised DigiTickets bookings, along with insights from Agility's visitor attraction analysis and expertise, VAI aims to deliver intelligence that supports decision-making.
VAI will create ongoing free reports exploring patterns across the diverse sector, including zoos, water parks, museums, heritage sites, gardens, family attractions, and adventure parks. These research reports will focus on various themes and questions that are relevant to the industry.
Report to launch at IAAPA Expo Europe
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.”
The first VAI reportl will be unveiled at IAAPA Expo Europe 2026
VAI examines broader trends, shifts, and opportunities rather than just individual attractions. It will officially launch on Monday 21 September, ahead of IAAPA Expo Europe 2026 in London.
During the event, the team will also unveil the inaugural report on booking lead times to help attraction operators craft more informed strategies.
Anita Waddell, CEO at Agility Marketing, says: “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.”
Attendees at IAAPA Expo Europe can learn more about Visitor Attraction Intelligence by visiting the DigiTickets booth #N4721.
Earlier this year, DigiTickets announced that it had acquired UK-based Vennersys.
