Understanding True Attraction Performance

Understanding how visitors move (GPS data) and what they spend (credit and debit card data) around attractions gives attraction and destination managers a complete, practical view of attraction performance — not just how busy places are, but how much value they generate and how they contribute to the wider destination.

Together, these datasets turn attraction insight from operational reporting into strategic intelligence.

You Understand True Attraction Performance — Not Just Footfall

GPS data shows

• Who visits attractions (tourists & locals)
• How often they visit
• How long they stay
• How attractions fit into wider visitor journeys

Spend data shows

• Whether visits translate into economic value
• How much is spent in and around attractions
• Differences in value between visitor types

Benefit for destination managers:
You can distinguish between:

• Attractions that are busy but low value
• Attractions that attract fewer visitors but generate high spend

This supports better prioritisation and support decisions.

You See How Attractions Drive Wider Destination Value

Attractions rarely operate in isolation.

GPS data reveals

• Where visitors go before and after attractions
• Whether attractions act as:
  • Gateways into the destination
  • End points that limit onward movement
  • Anchors that encourage exploration

Spend data shows

• How attraction visits stimulate spend in:
  • Food and drink
  • Retail
  • Accommodation
• Whether spend is concentrated or dispersed

Benefit:
Destination managers can identify which attractions:

• Drive longer stays
• Increase secondary spend
• Support more of the local visitor economy

You Improve Visitor Experience Through Journey Insight

GPS data

• Maps real visitor routes
• Identifies where visitors drop off, linger, or backtrack
• Shows congestion points and missed opportunities

When combined with spend patterns, managers can see:

• Where visitors want to spend more time but don’t
• Which areas lack supporting offer
• Where experience improvements will have the biggest return

Benefit:
Experience design and wayfinding improvements are guided by real behaviour, not assumption.

You Target Marketing and Partnerships More Effectively

Attraction marketing is more effective when it’s behaviour-led.

GPS insight enables

• Identification of high-value visitor segments
• Understanding of how attractions feature in decision-making
• Measurement of repeat visitation patterns

Spend data enables

• Identification of high-value attraction audiences
• Comparison of spend by segment, time, and location

Benefit:
Destination managers can:

• Target promotion at attractions that generate value
• Design cross-attraction and business partnerships
• Measure whether campaigns increase value, not just visits

You Support Better Investment and Funding Decisions

GPS + spend together show

• Which attractions:
  • Attract tourists vs locals
  • Encourage exploration vs containment
  • Generate sustainable economic benefit
• Where public or private investment creates the greatest impact

Benefit:
Business cases and funding bids become evidence-led, showing:

• Behavioural change
• Economic return
• Wider destination benefit

This strengthens confidence with boards, funders, and partners.

You Manage Pressure and Capacity More Intelligently

Busy attractions can create pressure — but not all pressure is tourism-led.

GPS data distinguishes

• Tourist movement from local and tourist use
• Peak timings and dwell patterns

Spend data shows

• Whether pressure corresponds to economic benefit
• If congestion is delivering value or simply cost

Benefit:
Managers can:

• Adjust timing and promotion
• Manage flows more fairly
• Balance experience quality with economic outcomes

You Move from “Attraction Visits” to “Attraction Value”

Historically, attraction success has been judged by:

• Entry numbers
• Ticket sales
• Footfall

GPS and spend data allow success to be judged by:

• Contribution to length of stay
• Influence on wider spend
• Role in visitor journeys
• Support for local businesses

Benefit:
Attractions are assessed as strategic assets, not just standalone venues.