Jon Bloor

October 4, 2023

KPIs for Visitor Attractions: Measuring Success and Boosting Growth

As a commercial manager for visitor attractions, I understand the importance of measuring performance indicators through KPIs. KPIs or Key Performance Indicators are essential in assessing the success of a business. They are measurements that provide insights into the performance of a business and help to identify areas that require improvement.

When it comes to visitor attractions, KPIs can help measure various factors such as revenue, customer satisfaction, conversion rate, customer retention, and net promoter score. These metrics are crucial in understanding a business’s overall performance and identifying areas that require attention. By analysing these KPIs, companies can take actionable measures to improve their performance and achieve their business objectives.

It is essential to note that KPIs are not just numbers; they are a means of assessing the success of a business. As such, selecting the right KPIs that align with your business objectives is crucial. Doing so lets you focus on measuring the metrics that matter and make informed decisions based on the insights gained from these measurements.

Why KPIs are Important for Visitor Attractions

Defining KPIs
As a visitor attraction, it is crucial to measure your performance and assess whether you are meeting your business objectives. This is where KPIs come in. KPIs, or Key Performance Indicators, are measurable values that help you track and evaluate your progress towards achieving your goals. These metrics provide insights into how well your attraction is performing and where improvements can be made. KPIs can be used to measure a variety of areas, including revenue, marketing, sales, customer satisfaction, and customer retention. By defining KPIs that are specific, measurable, achievable, relevant, and time-bound, you can gain a better understanding of your attraction’s performance and make data-driven decisions.

Benefits of KPIs
One of the main benefits of using KPIs is that they provide a clear and concise way to measure progress towards your business objectives. By regularly monitoring your KPIs, you can quickly identify areas that require improvement and take corrective action. KPIs can also help you to: – Analyse data and make informed decisions – Track performance over time – Assess the effectiveness of marketing campaigns – Measure customer satisfaction and loyalty – Improve customer retention – Increase revenue and profit margins

Common KPIs for Visitor Attractions
While the specific KPIs that you choose to track will depend on your attraction’s goals and objectives, there are several common KPIs that are relevant to most visitor attractions. These include: – Conversion rate: the percentage of visitors who make a purchase or take a desired action – Net promoter score: a measure of customer satisfaction and loyalty – Repeat customers: the percentage of customers who return to your attraction – Yield management: the process of optimizing revenue by adjusting prices based on demand – Customer spending: the average amount of money spent per customer – Bounce rate: the percentage of visitors who leave your website after viewing only one page By tracking these KPIs, you can gain a better understanding of your attraction’s performance and make data-driven decisions to improve your business.

How to Choose the Right KPIs for Your Visitor Attraction
Choosing the right Key Performance Indicators (KPIs) is crucial for any visitor attraction. KPIs help measure the performance of your business and give you valuable insights to make informed decisions. In this section, I will guide you through the process of choosing the right KPIs for your visitor attraction.

Identifying Your Goals
The first step in choosing the right KPIs is to identify your business goals. Your goals will vary depending on your business objectives, whether it is to increase revenue, attract more visitors, or improve customer satisfaction. Once you have identified your goals, you can then choose KPIs that align with these objectives.

For example, if your goal is to increase revenue, your KPIs could be revenue per visitor, average spend per transaction or the number of repeat customers. If your goal is to improve customer satisfaction, your KPIs could be customer satisfaction scores, Net Promoter Score (NPS) or customer retention rate.

Aligning KPIs with Business Objectives
It is important to align your KPIs with your business objectives to ensure that you are measuring the right metrics. Your KPIs should be actionable and relevant to your business objectives. For example, if your business objective is to increase sales, your KPIs could be conversion rate, sales growth or profit margin.

It is also important to consider your budget and resources when choosing KPIs. You want to choose KPIs that are measurable and can be tracked with the resources you have available.

Measuring and Reporting KPIs
Measuring and reporting your KPIs is crucial to understanding the performance of your visitor attraction. You should set up a dashboard to track your KPIs and report on them regularly. This will help you identify trends and areas for improvement.

When measuring your KPIs, it is important to use accurate data and research. You can use tools like Google Analytics to measure website traffic and bounce rates. You can also use customer surveys and reviews to measure customer satisfaction and loyalty.

In conclusion, choosing the right KPIs for your visitor attraction is essential to measure your performance and make informed decisions. By identifying your goals, aligning KPIs with business objectives and measuring and reporting KPIs, you can assess the success of your business and take corrective action where necessary.

Examples of KPIs for Visitor Attractions

Revenue and Sales KPIs
Revenue and sales KPIs are important for measuring the financial performance of a visitor attraction. Some examples of revenue and sales KPIs include:

  • Total revenue
  • Revenue per visitor
  • Ticket sales
  • Merchandise sales
  • Food and beverage sales

By tracking these KPIs, visitor attractions can assess their financial performance and make adjustments to improve revenue and profitability.

Marketing and Customer Acquisition KPIs

Marketing and customer acquisition KPIs are important for measuring how effectively a visitor attraction is reaching and attracting customers. Some examples of marketing and customer acquisition KPIs include:

  • Number of website visitors
  • Conversion rate of website visitors to ticket sales
  • Number of social media followers
  • Number of email subscribers
  • Cost per acquisition

By tracking these KPIs, visitor attractions can assess the effectiveness of their marketing campaigns and make adjustments to improve customer acquisition and retention.

Customer Experience and Satisfaction KPIs

Customer experience and satisfaction KPIs are important for measuring how well a visitor attraction is meeting the needs and expectations of its customers. Some examples of customer experience and satisfaction KPIs include:

  • Net promoter score
  • Customer satisfaction score
  • Repeat visitation rate
  • Online reviews and ratings
  • Number of complaints

By tracking these KPIs, visitor attractions can assess the quality of their customer experience and make adjustments to improve customer satisfaction and loyalty.

Operational Efficiency KPIs

Operational efficiency KPIs are important for measuring how efficiently a visitor attraction is operating. Some examples of operational efficiency KPIs include:

  • Labour cost per visitor
  • Attraction capacity utilization
  • Throughput time
  • Inventory turnover
  • Cash flow

By tracking these KPIs, visitor attractions can identify areas where they can improve operational efficiency and reduce costs.


Overall, measuring and monitoring the right KPIs is essential for the success of any visitor attraction business. By using these performance indicators, we can assess the effectiveness of our marketing efforts, customer satisfaction, sales growth, and profitability. We can also use these metrics to identify areas for improvement and take corrective action.

Revenue is one of the most important KPIs to measure, as it indicates the financial health of our business. By analysing our turnover and cash flow, we can make better budgeting decisions and ensure that we are meeting our business objectives. Customer retention and loyalty are also crucial metrics, as repeat customers are more likely to spend more money and recommend our attraction to others.

Net Promoter Score (NPS) is another valuable KPI that measures customer satisfaction and loyalty. By asking customers to rate our attraction on a scale of 0-10, we can identify our promoters (customers who rate us 9-10) and detractors (customers who rate us 0-6). This information can help us improve our customer experience and increase our NPS score.

Other important KPIs to consider include conversion rate, yield management, and upselling. By analysing these metrics, we can identify opportunities to increase sales and improve our bottom line. It is also important to monitor our online presence and reputation, by tracking our Google Analytics data, bounce rate, and customer reviews on platforms like TripAdvisor and YouTube.

Ultimately, by using actionable KPIs, we can make informed decisions and ensure that our visitor attraction is meeting the needs of our customers and stakeholders. By regularly reporting on these metrics and taking corrective action when necessary, we can drive growth and achieve our tourism objectives while maintaining a focus on safety and customer experience.

About Jon Bloor

I am a father of four boys, husband, Group Scout Leader and a wordpress affectionado.  Professionally, I worked in local government for 20 years, museums and visitor attractions for longer and am a Fellow of the Association of Accounting Technicians.  Now, I help membership organisations and professional bodies with their CRM, community and digital software