Creating unforgettable attractions has always been part art and part science. While creativity, storytelling, and guest experience remain at the heart of every successful destination, the industry's most successful operators are increasingly relying on data to guide their decisions. From identifying untapped market opportunities and forecasting attendance to optimizing operations and planning future investments, data helps transform bold ideas into sustainable business results.

At IAAPA Expo Asia, Darren McLean, Executive Director of Pico Play, joined Susan Mudie, CEO of Rainbow's End, to discuss how data can help operators make smarter decisions, reduce risk, and unlock long-term growth. With a background in civil engineering and business, Darren leads a team of more than 500 professionals and has helped deliver over 150 attraction projects across 12 countries through Pico Play, giving him a unique perspective on the challenges and opportunities facing today's attractions industry.

Their message was clear: while instinct may spark the idea, data provides the confidence to invest, build and grow.

From data to decisions: Key lessons for attraction success

1. Understand your market before you build

One of the biggest mistakes attractions make is assuming they know their customer. Successful projects start with understanding who your visitors are, where they come from, what motivates them, and how likely they are to visit. By segmenting audiences into local residents, domestic tourists, and international visitors, operators can build more accurate attendance forecasts and create targeted strategies that drive growth.

Rainbow's End provides a powerful example. Faced with slowing growth, the initial assumption was that ticket prices were too high. A deeper review of customer data revealed a different story: the issue wasn't price, it was perceived value. By focusing on improving the guest experience rather than lowering prices, the park achieved significant revenue growth over the following years.

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2. Let data challenge investment decisions

Whether adding a new ride, expanding a park, or launching a new attraction, data should test assumptions, not simply support them.

Darren highlighted the importance of realistic attendance forecasts, revenue yields, and long-term capital planning. Susan shared how data helped Rainbow's End avoid a major investment that looked exciting on paper but wasn't aligned with what their customers actually wanted. Instead, capital was redirected toward initiatives with stronger long-term potential.  

As Susan put it: "Data should challenge the investment, not justify it."

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3. Great experiences need great planning

Attraction development involves far more than rides and themed environments. Behind every successful opening is detailed planning around operations, infrastructure, equipment, staffing, maintenance, and guest services. These often-overlooked elements can significantly impact both project budgets and operational performance.

A well-developed cost plan ensures that creative ambitions align with commercial realities, creating an attraction that is both exciting for guests and sustainable for operators.  

4. Track, learn and adapt

Even the best forecasts aren't perfect.

Guest behaviour can be unpredictable, and real-world performance doesn't always match expectations. That's why continuous monitoring is so important. Data allows operators to identify trends, adjust staffing, refine promotions, improve guest flow, and optimize performance after opening day.

The ability to learn quickly and adapt is often what separates thriving attractions from struggling ones.

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AI is accelerating the journey

AI is becoming an increasingly valuable tool for attraction operators, helping teams analyse larger datasets and uncover insights faster than ever before. However, both speakers emphasized that AI is only as good as the data behind it. Clean, consistent data remains essential, and human expertise is still needed to interpret results and make strategic decisions.

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The key takeaway

The attractions industry will always be driven by imagination, creativity, and the desire to create memorable experiences. But as competition grows and investment decisions become more complex, data is becoming an essential part of the process.

The most successful operators aren't choosing between instinct and analytics, they're combining both. By understanding their markets, validating investments, planning carefully, and continuously learning from performance, they can reduce risk, improve profitability, and deliver better experiences for guests.

After all, creating fun may be serious business, but the smartest decisions are backed by data.

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