According to various embodiments, systems, computer program products, and computer implemented methods for cognitive location and navigation services for custom applications are disclosed. More specifically, the cognitive location and navigation services include, but are not limited to cognitive navigational guidance through a tourist attraction. For instance, a method includes receiving a request for cognitive navigational assistance through a tourist attraction; obtaining site-specific information about the tourist attraction from a site-specific server; determining whether a user profile describing user viewing preferences exists; and either: directing the user to navigate through the tourist attraction according to a path based on the existing user profile; or recommending a first exhibit to visit based at least in part on crowding levels at the tourist attraction and recording user behavior observed while viewing the first exhibit. Corresponding systems and computer program products are also disclosed.