The leisure and attractions industry is changing faster than ever. With shifting consumer expectations, new technologies, and a growing emphasis on authenticity and sustainability, operators in 2026 must be more innovative and data-driven than ever before.
Here’s a look at the major trends shaping leisure and attractions marketing in 2026 — and how to use them to stay ahead.
AI-Driven Personalisation Becomes the Norm
Artificial intelligence (AI) has moved from buzzword to baseline. In 2026, successful leisure brands are using AI not just for automation, but for hyper-personalised guest experiences.
🔍 Examples:
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Tailored offers based on past bookings and spending habits
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AI chatbots providing instant, conversational support
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Predictive analytics that forecast peak demand and optimise pricing
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Dynamic email marketing that changes content based on user behaviour
Personalisation builds loyalty — it makes guests feel seen, understood, and valued.
Experiential Storytelling Takes Centre Stage
Guests no longer just want an activity — they want a story to be part of. Story-driven marketing is helping venues turn simple experiences into memorable adventures.
💡 Ideas:
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Themed campaigns like “Mission: Laser” or “Family Quest Week”
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Cinematic-style promo videos that highlight emotion, not just gameplay
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Immersive narratives across your website, social channels, and in-venue design
Storytelling transforms customers into participants — and experiences into memories worth sharing.
Influencer & Creator Collaborations Go Local
Influencer marketing is evolving. The most effective partnerships in 2026 come from micro and local influencers who connect authentically with their communities.
Rather than big-budget influencer campaigns, venues are building:
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Long-term collaborations with family bloggers, lifestyle creators, and local event hosts
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“Creator Days” where influencers film content and share experiences
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Cross-promotions that tie influencer giveaways with ticket sales
The goal: make your venue socially discoverable through trusted, local voices.
Sustainability-Led Branding is a Must
Eco-conscious consumers are driving change. Sustainability isn’t just a nice-to-have — it’s a key marketing differentiator.
Leisure venues are winning hearts (and bookings) by:
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Using green energy and reducing single-use plastics
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Highlighting eco-credentials in all communications
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Running “green days” or charity events that give back to the community
Guests want to feel their fun doesn’t come at the planet’s expense. Show your efforts proudly — authenticity matters more than perfection.
Social Commerce & Instant Booking Journeys
The gap between discovery and purchase is shrinking. In 2026, users expect to see, decide, and book within seconds — often without leaving the platform they’re on.
That means:
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Integrating instant-booking buttons into Instagram, TikTok, and Google
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Using shoppable video content
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Simplifying booking journeys (less friction = higher conversion)
The best-performing venues combine inspiration and action in one smooth user flow.
Data-Led Creativity
Analytics are now at the heart of creative strategy. Marketing teams in 2026 use dashboards not just to track ROI, but to inspire new campaigns.
By analysing guest behaviour, keyword trends, and review sentiment, operators can:
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Refine ad messaging
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Identify new audiences
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Design campaigns that respond to real-world data
It’s not data or creativity — it’s both working together.
Community and Experience Over Transaction
Leisure marketing is becoming more human again. While tech powers the data, community drives the emotion.
Venues are building loyalty through:
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Local partnerships and collaborations
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Clubs, loyalty groups, or online communities
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In-person and digital events that bring guests together
People don’t just want to visit a venue — they want to belong to one.
Video Dominates (Again, But Smarter)
Short-form video is still king in 2026 — but now it’s more refined. Successful brands use authentic, story-led, high-frequency content across TikTok, Instagram Reels, and YouTube Shorts.
💡 Tip: Behind-the-scenes clips, guest reactions, and quick event previews outperform polished ads.
AI editing tools make this faster and cheaper than ever, letting even small venues compete on content volume and quality.
Final Thoughts
2026 is all about connection through innovation.
The most successful leisure venues will be those that use technology to personalise, storytelling to inspire, and sustainability to earn trust.
By combining data-driven insight with authentic community building, your brand can thrive in a marketplace where experience is everything.
So plan ahead, experiment boldly — and let your venue lead the way in the next wave of leisure marketing.
