How Facial Recognition Technology is Changing the Attractions Industry
The attractions industry is always evolving, with an emphasis on finding new ways to create unforgettable experiences for guests. One of the biggest game-changers in recent years? Facial recognition technology. From getting visitors through the gates faster to making personalized experiences even better, this tech is making a big impact- and it’s here to stay.
Why Facial Recognition Took Off Post-Pandemic
After COVID-19, guests started expecting more contact-free, seamless experiences. No one wanted to fumble with paper tickets or wristbands anymore. Facial recognition answered the call by offering a fast, touch-free way to enter attractions, make purchases, and personalize visits. What started as a safety measure, is now becoming the new standard for efficiency and convenience.
Making Operations Smoother
For operators, facial recognition is a game-changer when it comes to keeping things running smoothly. Here’s how:
Faster Entry: No more scanning tickets or waiting in long lines. Guests can just walk up, get recognized, and head in.
Easy, Contactless Payments: Visitors can link their facial data to their payment method, making in-park purchases as simple as a quick scan.
Better Security: The system can flag unauthorized visitors or match guests to security watchlists, keeping parks safer for everyone.
Elevating the Guest Experience
Facial recognition isn’t just about efficiency—it’s also about making visits more personalized and memorable.
Personalized Greetings & Recommendations: Imagine a theme park recognizing a returning guest and suggesting rides based on their past visits. This personalization encourages repeat visitation and customer loyalty (McKinsey & Company, 2021)
Automatic Souvenirs: Attractions can use technology like FlowState’s AI Automated Video Capture to automatically capture a guest’s highlights- so they never miss a moment. This can create another retail opportunity for the venue.
In waterparks and other aquatic venues, where guests spend the day splashing, swimming, and riding waves, the convenience of keeping your hands free can’t be overstated - and that’s where facial recognition technology makes a huge impact. With no need to carry paper tickets, wristbands, or wallets, visitors can move effortlessly around the venue without worrying about where to stash their belongings. A simple facial scan handles everything from park entry to locker access and in-park purchases, so guests can grab a snack or rent a cabana without ever digging through a wet bag. This hands-free convenience keeps the focus on fun and relaxation while also streamlining operations for waterpark staff. As experts in water-based attractions, ADG recognizes how this technology enhances both the guest experience and park efficiency, setting a new standard for seamless aquatic adventures.
The Role of Technology in Attractions
Tech continues to revolutionize the guest experience. From mobile apps to virtual reality (VR) attractions, innovations are constantly reshaping the way people interact with their favorite destinations. According to Roller’s 2025 waterpark trends article, facial recognition and guest flagging systems are becoming more important than ever (Roller, 2025). Attractions that embrace these advancements can offer not just a fun experience, but a safer, more seamless one too.
We’ve Seen the Demand Firsthand
With extensive experience designing and building water parks and aquatic attractions worldwide, we’ve seen firsthand how much demand for this technology has grown. Operators are looking for ways to improve efficiency, enhance guest experiences, and boost security—and facial recognition delivers on all fronts. As expectations shift, attractions that integrate this tech will be ahead of the game.
Why It’s Not Going Anywhere
Facial recognition isn’t just a passing trend-it’s a practical solution that aligns with what guests want: safety, speed, and personalization. As AI and data security improve, these systems are becoming more accurate and less intrusive, making them easier for operators to implement and for guests to accept.
Attractions investing in facial recognition today aren’t just keeping up; they’re future-proofing their businesses. Soon, this level of convenience and security will be the industry standard.
Final Thoughts
Facial recognition is reshaping the attractions industry, offering faster, safer, and more customized experiences. What started as a post-pandemic convenience is now becoming an industry must-have. By embracing this technology, attractions can create more seamless visits, delight guests, and set themselves apart in a competitive market.
