Across the global attractions sector—from theme parks to museums—operators are grappling with a persistent labor shortage that industry forecasts suggest may last through the end of the decade. In response, many are turning to artificial intelligence to automate back-end processes and maintain service levels without adding headcount.
PortAventura World in Spain, one of Europe’s largest resort destinations, has been at the forefront of this shift. Andreu Tobella Brunet, the park’s managing director of digital, told attendees at an IAAPA Expo Europe EDUSession in 2024 that AI integration into attraction operations and maintenance systems opens new opportunities for innovation, efficiency, and guest satisfaction. He identified five key areas where AI can reduce reliance on human labor:
- Crowd flow management – Predictive analytics and visual monitors track crowd density in real time, dynamically redirecting visitors to underutilized areas, easing bottlenecks, and improving safety.
- Dynamic pricing – Algorithms analyze historical attendance, booking trends, and weather patterns to adjust ticket prices, food, and merchandise in real time, maximizing revenue.
- Predictive maintenance – Sensors monitor the mechanical health of rides, exhibits, and infrastructure to predict failures before they occur, reducing unexpected downtime and maintenance costs.
- Personalized engagement – AI chatbots and virtual assistants provide 24/7 customer support, helping guests navigate venues and offering tailored itinerary and activity recommendations.
- Resource optimization – AI automates internal processes and manages utilities such as lighting and climate control, lowering operational costs and supporting sustainability efforts.
Despite these capabilities, Tobella Brunet cautioned that “AI is a sidekick, not a solution.” He emphasized that while AI can solve complex problems faster, cheaper, and better, it cannot replace the human touch that gives attractions their soul.
Research underscores the role of information systems
A study published in March 2025 by Abu Dhabi University researchers Doaa Darwish and Mohammed El-Adly, in collaboration with Syed Zamberi Ahmad, found that theme parks with strong information system (IS) capabilities achieve a significant competitive edge. The report, published via Emerald Insight, states: “Theme parks that are more agile outperform their competitors. Theme park operators should invest in technology that improves operational efficiency and customer service while building flexible organisational structures that swiftly adapt to market trends.”
Interestingly, the study noted that while AI tools are crucial, they do not necessarily strengthen the impact of IS capabilities on a theme park’s success. Other research, however, has shown that AI can decrease wait times, maximize revenue, and deliver uniquely personalized visitor experiences.
For travel professionals, the takeaway is clear: AI is not a silver bullet but a powerful tool when paired with robust information systems. As the industry continues to face labor shortages—similar to those affecting accommodation during major events—attractions that invest wisely in technology will be better positioned to maintain operational excellence and guest satisfaction.
Meanwhile, the broader travel ecosystem is also adapting. For example, Hyatt’s Brand Explorer Award encourages multi-brand loyalty, and Explora Journeys is expanding its Alaska itineraries. These developments underscore how technology and strategic partnerships are reshaping the industry.
