A crowd management system for influencing a crowd of people to distribute itself between a first region and a second region, comprising: at least one presence sensor configured to sense occupancy information from the first region and the second region; and a controller configured to receive said occupancy information from the at least one presence sensor; and at least one environmental control element configured to control an environmental effect in both the first region and second region; wherein said controller is configured to compare the occupancy information relating to the first region and the second region and based thereon to control the environmental effect in both the first region and the second region via the at least one environmental control element, such that the environmental effect in one of the first region or the second region is relatively more attractive or repellent than the other, in order to thereby influence at least a portion of the crowd to distribute or redistribute itself between the first region and the second region.