What’s happening across the industry: findings from Australian attractions benchmarking, and ideas shared on stage at IAAPA and beyond.
This Australia-wide benchmarking dataset tracks how attractions price and sell: how different attraction types behave, how family tickets and age bands are built, the add-ons on offer, and the customer journey from booking to arrival. Cuts can be tailored to your attraction type, region or question.
Pricing · Value
Hourly entertainment value (HEV) is a handy metric: a $20 experience that lasts 10 minutes and a $20 experience that lasts 45 have very different value to a guest. Shorter, sharper experiences are often priced at a considerably higher rate per hour than longer ones.
Read on LinkedInPricing · Strategy
More attractions are offering different family combinations (2A+2C, 1A+2C, additional child rates). There's a real push to pre-book, with discounts for booking ahead. Yet less than half of the attractions captured use any dynamic pricing, even simple weekday versus weekend models.
Read on LinkedInGuest experience · Booking
"From $X" prices you can't actually buy at, logins before fees are shown, and fees that only appear in the cart. I'm not opposed to booking fees, but it might be a good time to go through your ticketing process as a customer and ask whether your pricing is transparent enough.
Read on LinkedInVictoria · 86 attractions
With 86 Victorian attractions complete and verified: how booking and admin fees are added, how many attractions still don't offer online tickets, how family, adult, child and infant are defined, and the customer journey. The good, the bad, and the downright painful.
Read on LinkedIn
IAAPA Expo · Orlando · November 2026
Real AI applications for attractions leaders who don't have time for theory. Practical uses you can start without a tech team or budget, how to put your own IP, voice and sector knowledge into AI so the output is actually usable, and a 30-day plan to get started.
IAAPA Asia Leadership Summit · Vietnam · 2023
Around 1 in 6 people experience significant disability, and we are an ageing population. Being a good community partner and generating positive business outcomes don't need to be mutually exclusive. You can do both, starting with clear information so guests know exactly what to expect.
Accessible Tourism Conference · Gold Coast · 2023
VTIC Tourism Summit · Shepparton · 2025
TikTok and Instagram are now the search engine for travel, and AI is planning the itinerary. For regional destinations that’s a real opportunity: authentic, off-the-beaten-path content wins, and any operator can become the influencer. Plus how AI guides and personalised itineraries are already changing the visit.
IAAPA Expo Asia · Hong Kong · 2026
Moderating Expo Asia's first Women's Leadership Luncheon with Lena Wei Na Lee, Rosalyn Woo and Masako Taguchi, on growth, collaboration and the secret sauce of their success.
IAAPA APAC Summit · Nagoya · September 2026
Japan's attractions industry leads at staying fresh without throwing away what works. From LEGOLAND Japan reimagining an attraction that "wasn't broken" to Nagashima Resort trialling ideas before scaling them, the lessons on staying relevant for the next decade.
Read the wrap-up on LinkedIn