Top Challenges for Attractions in 2025 & How Tech Solves Them

A zoo leader told me this has been “the most challenging season ever.” Meanwhile, several waterparks are reporting their best year on record. Others note revenue is up, but attendance is flat.

The high contrast highlights the complexity of our industry—and why technology, automation, and AI are becoming such critical levers for resilience and growth.

Here are some of the top challenges I’m hearing this season, and how forward-thinking teams are using tech to turn them into wins.

1. Weather & Economic Volatility

The challenge: Tough winters, rainy springs, and brutally hot summers have collided with inflation and tariffs to squeeze operators and guests alike. (I’ll admit—I’m a bit of a Goldilocks myself. I like weather “just right” … not too hot, not too cold. Unfortunately, attractions don’t get to control the forecast.)

The opportunity: Dynamic pricing and weather-based communications help smooth the impact. Automated notifications, flexible guarantees, and AI-driven personalization reassure guests and encourage them to book with confidence.

Example in action: “🌧️ Rain is in the forecast today, but don’t worry—your ticket comes with a weather guarantee. Reschedule at no cost.”

2. Labor Shortages

The challenge: Lean teams are the new normal, and staffing gaps are difficult to fill.

The opportunity: Automation lightens the load—mobile ordering concessions, self-serve ticketing at the gate, and AI-driven guest support. This gives staff more bandwidth to focus on delivering memorable experiences.

Example in action: “🍔 Hungry? Order food from your phone and pick up when ready—no waiting in line.”

3. Rising Guest Expectations

The challenge: Guests don’t just want access; they expect seamless, personalized, and value-rich experiences.

The opportunity: AI and automation power tailored offers, smart bundles, and loyalty perks that make guests feel recognized. When guests feel valued, they return—and they spend more.

Example in action: “🦉 Loved our Lantern Walk last fall? Tickets are now live for this year’s event—reserve early before they sell out.”

From my own background in fundraising, I’ve seen how important it is to nurture your most loyal supporters. Whether it’s a donor, a member, or a repeat visitor, people who already believe in your mission are the ones most likely to invest more deeply.

For attractions, that could mean offering members early access to seasonal events, sending personalized “thank you” perks, or simply recognizing their loyalty with exclusive bundles. The return on loyalty is almost always higher than the cost of acquisition.

Example in action: “👋 Welcome back, Alex! Don’t forget—your membership perks include 20% off at the gift shop.”

4. Data Overload

The challenge: Attractions sit on mountains of data, but much of it remains siloed and underutilized.

The opportunity: Centralizing data and applying AI makes insights actionable—predicting demand, identifying high-value guests, and informing decision across pricing, staffing, and programming.

Example in action: “📈 Saturday afternoons are our busiest. Save $5 by booking a Sunday morning ticket instead.”

5. Standing Out in a Crowded Market

The challenge: Competing with local events, other attractions, streaming, and more for attention is tougher than ever.

The opportunity: Automation-driven campaigns—like requests for reviews or donations, offers to welcome visitors back, abandoned cart recovery, and personalized upsells—help operators capture attention and convert it into revenue without adding staff overhead.

Example in action: “🎃 Don’t ghost your cart! Visitors rave about our fall nights and seasonal treats. Complete your purchase today before tickets vanish like Halloween candy.”

TL;DR

2025 has been a rollercoaster—record highs for some, steep challenges for others. The operators thriving this year are leaning into tech, automation, and AI to:

• Stay agile in unpredictable conditions
• Do more with leaner teams
• Deliver personalized, high-value guest journeys
• Turn data into clear, actionable insights
• Capture every revenue opportunity

And one lesson I’ve carried from my fundraising background: loyalty almost always beats acquisition. Nurturing your most dedicated guests—members, passholders, and repeat visitors—pays back more than constantly chasing the next new audience.

No matter the challenge, the opportunity to innovate and thrive is on the table.