What Attractions.io does

Attractions.io (legal entity Attraction Technology Ltd) is a UK-based SaaS provider of mobile app platforms for visitor attractions, founded in 2015 and headquartered in Uttoxeter. The company builds native iOS and Android guest-facing apps for theme parks, zoos, resorts, heritage sites, and event venues, with an offline-first architecture designed to operate in venues with unreliable connectivity. Its core platform combines interactive wayfinding with GPS-enabled navigation, mobile wallet for digital tickets and memberships, location-aware push notifications, mobile food and beverage ordering, in-app photo purchasing, and accessibility features including step-free routing and screen reader support. Complementary products include the MapLayr SDK for embedding branded interactive maps into existing applications, the AI Assistant conversational agent launched in 2025 that connects ticketing, POS, and location data to deliver personalised guest support, and GX Pulse — an AI-powered guest feedback analytics tool announced at Blooloop's Festival of Innovation in February 2026.

The company monetises through custom-priced, multi-year enterprise SaaS subscriptions, with pricing varying by venue size, feature requirements, and integration complexity. Its go-to-market is direct enterprise sales supplemented by membership in four major industry associations (IAAPA, BALPPA, WAZA, BIAZA), content marketing, webinars, and a deep library of customer case studies. Attractions.io serves over 150 venues worldwide, with named enterprise customers including Merlin Entertainments, Six Flags, Butlin's, San Diego Zoo, ZooTampa, Columbus Zoo, Chester Zoo, Kennedy Space Center, Mandoria, and Djurs Sommerland. Documented customer outcomes include a 52% increase in average order values (Chester Zoo), 97% digital membership adoption (Columbus Zoo), $50,000 annual printing cost savings (ZooTampa), and an 11% NPS uplift associated with interactive wayfinding deployments.

Beyond its core vertical of theme parks and zoos, Attractions.io has expanded into resorts and holiday parks, heritage and cultural sites, farm and adventure parks, sports and entertainment venues, and large-scale events such as agricultural shows. The company is privately held with no recent disclosed institutional funding, operating with a headcount of 11-50 employees, suggesting a bootstrapped growth profile.

Name

Attractions.io

Legal name

Attraction Technology Ltd

Website

https://attractions.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Attractions.io is a UK-based SaaS provider of offline-first mobile app platforms for visitor attractions, serving over 150 theme parks, zoos, resorts, and event venues worldwide with digital ticketing, wayfinding, AI-powered guest assistance, and feedback analytics.

Ownership category

akta.pro rank

Product category

Guest Experience Software for Attractions

NAICS

Other Amusement and Recreation Industries (7139)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

akta.pro secondary industry

Tours/Activities/Attractions Content Aggregators & APIs (THALAJAH)

Keywords

• Guest experience software
• Mobile app platform
• Visitor engagement tools
• Interactive wayfinding
• Attractions SaaS

Headquarters

HQ city

Uttoxeter

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription: Attractions.io operates as a SaaS platform where venues pay for access to their mobile app technology. Pricing varies based on factors including the number of users, integration complexity with external systems (ticketing, POS), and customisation requirements. The platform appears to offer tiered pricing based on feature sets and venue size.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels9 records

Core offering

Attractions.io provides a SaaS mobile app platform that helps visitor attractions such as theme parks, zoos, resorts, and event venues deliver digital guest experiences. Its suite of products includes interactive wayfinding, mobile wallet, in-app photos, an AI assistant, and analytics tooling designed to increase guest engagement, dwell time, and on-site spending.

Product overview

Attractions.io offers a mobile app platform with modular add-on capabilities. The core Mobile App Platform serves as the foundation for guest-facing digital experiences at theme parks, zoos, resorts, and visitor attractions. Built on this core are complementary products including MapLayr SDK for map integration, AI Assistant for conversational support, and GX Pulse for AI-powered feedback analysis. Additional modules include Mobile Wallet, Interactive Wayfinding, and In-app Photos, all designed to work together within the Attractions.io ecosystem to enhance the guest journey from pre-visit planning through post-visit engagement.

Differentiator

Problem solved

Functional benefit

Brands

• MapLayr: SDK for integrating interactive, accessible maps into mobile or web experiences with offline navigation capabilities.
• GX Pulse
• AI Assistant

Products and services

• Mobile App Platform
• MapLayr SDK
• AI Assistant
• GX Pulse
• Mobile Wallet
• Interactive Wayfinding
• In-app Photos

Quantifiable outcome

• Reduce printing costs by up to $50,000 annually
• +6 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core.

• IAAPAcoreOthersInternational Association of Attractions (IAAPA) membership. Attractions.io is a proud member, demonstrating commitment to the attractions industry and providing networking and industry advocacy opportunities.
• BALPPAcoreOthersBritish Association of Leisure Parks, Piers and Attractions membership. Industry association membership supporting best practices and industry standards in the leisure attractions sector.
• WAZAcoreOthersWorld Association of Zoos and Aquariums membership. Industry association for zoos and aquariums globally, supporting conservation and visitor experience excellence.
• BIAZAcoreOthersBritish and Irish Association of Zoos and Aquariums membership. Regional industry association for UK and Irish zoos and aquariums.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/apps-for-attractions
• Xx.com/attractions_io

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Attractions.io