The New Reality for Attractions: Value Is Growing Faster Than Volume
Attendance growth = the marker for success in the attractions industry.
More visitors = a stronger business.
But is that actually the case?
That equation is in fact beginning to change, at least in some regions.
Economic impact in the APAC region is growing significantly faster than visitation – while attendance increased only modestly, guest spending continued to rise across virtually every major market.
China is a strong outlier for this: although visitation growth remains relatively subdued, economic impact increased by almost seven percent – driven by:
- higher ticket yields
- stronger in-park spending
- new destination developments entering the market
This shift highlights a broader evolution in the experience economy:
- visitors are becoming more selective about where they spend their leisure time, but…
- when they choose the right experience, they are often willing to spend more
The implications are significant for operators and investors – create experiences that encourage longer stays, deeper engagement and higher guest spending.
So here’s the question: does this mean attractions that thrive over the next decade may not necessarily be the busiest but the ones that create the greatest value per visit? Only time will tell.
To read the full report, download The Experience Economist APAC 2026 from our ‘Industry Insights’ tab for the very best insights into attendance, spending and economic impact trends across the region and sign up to be the first to receive new editions.