Key Takeaways from IAAPA Expo Europe 2025
The IAAPA Expo 2025 took place in Barcelona, Spain, running from 22 to 26 September, with the trade show floor accessible from 23 to 25 September.
Throughout the event, 60 educational sessions were conducted, featuring over 700 exhibitors. Attendees had the opportunity to delve into the latest trends, technologies, and solutions that are shaping the future of attractions across the expansive 20,700 square-metre show floor.
Key highlights from this year’s agenda included the inaugural cruise-themed EDUTour aboard MSC World Europa, the introduction of the Women in Industry Lunch and Job Fair, executive insights shared during the Leadership Breakfast, and industry-specific discussions focusing on safety and sustainability. Casual receptions were also held to foster valuable networking opportunities.
The IAAPA Expo 2025 welcomed 15,877 verified attendees, including 11,477 qualified buyers representing 9,370 buying companies from 121 countries.
Opening Ceremony
“The IAAPA Expo 2025 is the must-attend event for the wider European attractions industry,” stated Jakob Wahl, president and CEO of IAAPA.
“Over the years, it has evolved into a crucial platform where operators from the hospitality and attractions sectors can discover the latest innovations and gain insights from peers and experts across various fields.”
The event commenced with a vibrant performance that set an energetic tone for the days ahead, featuring the Sardana, Catalonia’s traditional dance, along with football tricks and a sing-along. Attendees also enjoyed a presentation of the latest “What’s New” video, celebrating new attractions and innovations from across EMEA.
“The IAAPA Expo 2025 serves as a powerful catalyst for the attractions industry and the local economy,” added Peter van der Schans, executive director and vice president for IAAPA Europe, Middle East, and Africa.
“Spain — particularly Barcelona — boasts a thriving tourism and leisure sector, with world-class theme parks, cultural landmarks, and innovative entertainment experiences. Bringing thousands of industry professionals here not only strengthens our global network but also underscores the region’s significant role in shaping the future of attractions.”
Education Sessions at IAAPA Expo 2025
The Opening Ceremony was followed by the traditional trends panel, which examined what’s new in the industry and gauged the market’s current state.
Moderated by Bart Dohmen of TDAC BV, the panel included Michael Mack of MackOne, Linda Hung from FORREC, Yael Coifman of Leisure Development Partners (LDP), and IAAPA’s Jakob Wahl.
They discussed how several major parks in Europe are celebrating significant milestones this year, including the 50th anniversaries of Gardaland, Europa-Park, and Fårup Sommerland. A common theme among these parks is their commitment to continual innovation rather than solely relying on their history and heritage.
Factors affecting parks this year included extreme weather and political issues. Wahl noted that the world has become more complex, while Coifman mentioned that operators are still adjusting to a new normal post-COVID, with attendance and spending expected to stabilise after the peaks seen following the pandemic.
Dohmen highlighted a significant trend of parks remodelling and repurposing older rides, such as Danse Macabre at Efteling.
Other trends observed at the IAAPA Expo 2025 included numerous expansion projects and the development of new parks in the region, such as Universal in the UK, along with expansions of Parc Asterix in France and Kynren in the UK. Meanwhile, US markets continue to face uncertainty due to tariffs.
The attractions industry is expanding its reach, with other sectors like festivals and live entertainment incorporating more immersive and experiential elements. For example, Tomorrowland festival had a booth at the show, showcasing a Tomorrowland-themed aqua experience.
Memorable Experiences
At the Innovation Stage, Stefan Rothaug of Brogent Technologies presented a Solution Spotlight. The firm launched its first LED flying theatre, Air Cruise The Ride, this year at Huis Ten Bosch in Japan. Other highlights from 2025 included Niagara Takes Flight in Canada and the creation of a new IP experience, Godzilla The Ride.
Brogent has also developed a new immersive product, V-Ride Explorer Plus, featuring four DOF movements, a 360-degree panoramic screen, 360-degree rotation, and a modular design, allowing vehicles to move independently.
In another Solution Spotlight, Marie Rayner from Storyland Studios explored how designers can emotionally connect guests to stories throughout their journey, from booking to post-visit. The session highlighted projects such as Auburn Opelika and Porto Boega, demonstrating how the studio creates transformative, memorable experiences rooted in storytelling and place-making.
Conservation and Sustainability
In the afternoon, Paula Cerdán of the World Association of Zoos and Aquariums (WAZA) discussed how progressive zoos and aquariums are aligning with global biodiversity frameworks, contributing to species recovery, and engaging guests in conservation action.
She invited attendees of the IAAPA Expo 2025 to envision a future fifty years from now, where humans and nature coexist harmoniously, and explored how everyone can contribute to making this a reality, emphasising that conservation is a collective responsibility.
Cerdán also highlighted the IUCN’s recognition of the role that well-managed zoos and aquariums play in reversing biodiversity loss, as they have evolved from mere entertainment to conservation, research, engagement, and animal welfare. She provided examples of zoos that have successfully brought species back from the brink of extinction.
This was followed by a session on repurposing landmarks with Adam Snowball and Tom Mackintosh from MI Concept + Design Inc, exploring how sustainability can extend beyond materials and energy by revitalising previously overlooked spaces. They shared examples including The Rig in Saudi Arabia, Ontario Place in Canada, and Bishan-Ang Mo Kio Park in Singapore.
The Rig project aims to reimagine a disused oil rig, featuring elements such as an on-site energy hub for zero-net energy operations and artificial wetlands. Attractions will include active play areas, a water park, and a theme park.
From Farms to Festivals
On Wednesday morning at IAAPA Expo 2025, Annabel Rochfort, Tom Rollings from Fishers Farm Park, Ngaio Harding-Hill of Aardman, and James Barlow from Rainbow Productions Ltd., discussed the growing influence of farm parks and heritage attractions in the location-based entertainment industry.
Following this, Sarah Peters and Toby Van-Hay of TAIT shared insights on how the company, as the official production partner for the event, brought the first European edition of SXSW to life in London in June 2025. They emphasised the importance of finding the right location to ensure the festival was integrated into the local fabric.
Peters explained how the team collaborated with grassroots music venues and identified spaces such as warehouses and art studios to utilise as venues, ensuring the festival felt like a part of the community.
Next, Elias Ait-Aissa of DOF Robotics took to the Innovation Stage to discuss edutainment, questioning why we remember every second of a five-minute ride but forget 500 hours of lessons. While not a new concept, edutainment is a growing trend that combines knowledge, play, and storytelling into a single, engaging experience. Emotion enhances memory, making these experiences more impactful. A notable example is the rise of space-themed simulators, such as DOF’s Mission Moon.
Cruise Attractions
In the afternoon, Europa-Park’s Lukas Metzger moderated a session with Peter Cliff of CONDUCTR, Florian Feimann from MEYER RE, Alex Tavernini of Norwegian Cruise Line, and Matteo Mancini of MSC Cruises.
The discussion focused on how the cruise sector is adopting attraction design, themed storytelling, and guest engagement strategies traditionally associated with theme parks and resorts.
Cliff noted that one of the most significant differences between a theme park and a cruise ship is the captive audience, allowing for deeper engagement.
Mancini added that there is a large younger audience, with MSC Cruises welcoming 60,000 children and teenagers across its fleet each year, making it essential to include attractions that cater to all ages.
Tavernini discussed the Aqua Slidecoaster, a hybrid rollercoaster and waterslide set to debut on the new Norwegian Luna vessel next year, as well as Holovis’ 360Golf, which he described as a “sleeper hit.” He emphasised that when the whole family can enjoy an experience, “That’s when you’ve hit the magic.”
Cliff concurred, stating that with certain attractions, the enjoyment derived from watching family members participate can be just as fulfilling as the experience itself.
Tech Trends at IAAPA Expo 2025
Back at the Innovation Stage, Peter O’Dare of Attractions.io discussed the next wave of technology shaping the industry. He highlighted three key tests for new technology: Does it solve a real problem? Is there a willingness to adopt it? And is there a sustainable value network?
Using augmented reality as an example of technology that hasn’t fully caught on, he explained how it often fails these tests. In contrast, guest apps are an example of technology that successfully meets all three criteria.
Looking ahead, O’Dare suggested that the maturity of technology leads to critical mass, enabling greater integration, standardisation, and consolidation.
AI is poised to be the next significant advancement, with the potential to transform the industry more than any previous technology. He noted that this time, technology will adapt to human interaction rather than the other way around, with AI transitioning from a support role to an operational partner.
Choosing the Right Solutions
Later, David Jungmann of accesso, Owen Jones from CmdCentr, and David Martin of PortAventura World discussed considerations for operators when upgrading their digital infrastructure. They compared the benefits of Software as a Service (SaaS) and bespoke solutions, agreeing that both have their advantages and that there is no one-size-fits-all approach.
Jungmann explained that SaaS allows for quicker market entry, as providers work with a larger pool of customers with similar needs, facilitating faster access to new features and trends like dynamic pricing. Conversely, Martin noted that complex systems often require a bespoke approach rather than forcing a SaaS solution to fit existing processes.
Jones emphasised the importance of understanding requirements and listening to visitors and team members to identify pain points on a human level.
Reimagining an Iconic Ride
On Thursday morning, Andy Hygate and Adam Slevin of Pleasure Beach Resort, along with Sascha Czibulka from Intamin, spoke in the Iconic Ride session moderated by Edd Musgrove of Mycotoo.
This year’s focus was on Valhalla at Blackpool Pleasure Beach, which first opened in 2000, closed in 2019 for refurbishment, and reopened in 2023.
While the original ride was history-centric, the reimagined version adopts a more fantasy approach, ensuring that beloved elements remain while adding new features. Hygate noted that this also presented an opportunity to enhance the ride’s sustainability.
Keeping Fans Happy
Discussing the challenges of the installation, Czibulka remarked on the difficulties of integrating new and old systems while ensuring compliance with modern standards. Hygate pointed out that tighter control over effects is now possible; for example, if an empty boat is in the ride, they can choose not to activate the effects.
Another challenge was managing fan expectations, as many felt protective of the cherished original ride. Slevin mentioned that the team maintained transparency on social media throughout the process, reassuring enthusiasts that the ride had not been completely altered but improved. “Sometimes you must embrace change; otherwise, you become a museum,” he added.
Announcements from the Show Floor at IAAPA Expo 2025
On Tuesday, Vekoma Rides, the Dutch roller coaster specialist, and Karls Erlebnis-Dorf announced the debut of two custom Family Boomerang coasters set to launch in summer 2026. The first will be located at the German Karls Erlebnis-Dorf park in Döbeln, with the second location to be revealed soon.
At the Vekoma booth, the front coach of the new train was unveiled, showcasing Karls’ distinctive strawberry-themed design, which captures the park’s character and will be paired with a dynamic coaster ride.
DOF Robotics presented its new cinematic content, Phantom City, for the first time. The company also showcased Angry Birds Fury Road, Hurricane 360, and AIQ, providing a first look at upcoming content, including The Smurfs, Dog Fight, and Guardian Challenge, highlighting its commitment to innovation and immersive entertainment.
This year marks a historic milestone as the company completes its Initial Public Offering (IPO), reflecting investor confidence and supporting its plans for accelerated global expansion.
Theme Park and Water Park Innovations
WhiteWater, a leading water park manufacturer, held a press conference during IAAPA Expo 2025, sharing news about its latest projects and products. From first-of-their-kind surf experiences to landmark resort and cruise launches, these developments illustrate how WhiteWater continues to shape the future of aquatic entertainment worldwide.
Maurer Rides, a prominent designer and manufacturer of roller coasters and transport solutions, showcased the latest advancements of its Spike Racer roller coaster system, which can now accommodate rolls and inversions, a feature previously unavailable in interactive coasters. Vehicles can now also be driven upside down while riders maintain complete control over speed and acceleration.
The company also introduced add-ons that enhance interactivity, including Magic Rings, Water Gates, Light Track, Starting Lights, and the Co-Action System. Features such as smoke effects, finish flags, and leaderboards further enhance the competitive atmosphere.
New Products, Partnerships, and Insights
Elsewhere, Brogent Technologies launched the innovative motion ride, v-Ride Explorer PLUS, and celebrated the first 8K LED flying theatre in Japan at Huis Ten Bosch. The v-Ride Explorer PLUS is designed for high-intensity storytelling, enveloping visitors with spectacular visuals, featuring a fully rotational 360-degree platform, a dynamic motion base, and a panoramic screen. Its modular design allows each vehicle to operate independently, providing venues with greater control over layout and programming.
ROLLER, the ticketing, CRM, and POS specialist, held a press conference to announce the acquisition of UK-based BookNow Software, a CRM-native booking and operations platform. This acquisition accelerates ROLLER’s mission to enhance visitor experiences and supports its European customers with additional in-region resources.
Finally, on Wednesday morning, Leisure Development Partners (LDP), a leading economic and strategy consulting firm, officially launched the second edition of The Experience Economist with a specific focus on the European market.
The Experience Economist: Europe Edition offers a comprehensive analysis of the visitor attractions industry in the region, encompassing market size, economic impact, trends, and development opportunities. The study, based on LDP’s unique data and extensive global knowledge, analyses the volume, value, and impact of theme parks and water parks across Europe.
Tours and Events at IAAPA Expo 2025
Barcelona boasts a wealth of attractions to explore. On Monday night, an event hosted by the Quebec Office in Barcelona and Investissement Québec took place at the CaixaForum. After experiencing the stunning immersive Root for Nature exhibition from National Geographic and Oasis Immersion, attendees had the chance to network with leading suppliers from Quebec.
On Tuesday night, the IAAPA Opening Reception was held at Tibidabo Amusement Park, offering attendees free access to the park’s attractions alongside speciality food and drink. The evening concluded with a spectacular laser show presented in partnership with sponsor Lagotronics, followed by the Plan B afterparty.
For cultural experiences, the city’s Mirador Torre Glòries provides an opportunity to understand Barcelona’s rhythms through immersive experiences and exhibitions based on real-time data from the city. Visitors can explore these exhibits before ascending to the top of the 470-foot tower for panoramic views.
At the summit, they can also opt to navigate through the unique Cloud Cities by Tomás Saraceno.
Additionally, the IDEAL Centre d’Arts Digitals de Barcelona hosted an engaging VR experience from Layers of Reality, powered by PICO XR headsets, which pitted Michelangelo against Leonardo Da Vinci.
The Young Professionals Forum, titled Opening Doors: Detours on the Road to Success, featured Oscar Elgarrista of RES RIDES AG, Nicole Sangster from Merlin Entertainments, Xaver Willebrand of IMAscore, and Emma Jane Forrest from SST. The session was moderated by Simon Spitzbart of FANTASIANA, who facilitated a discussion on how unexpected opportunities shaped their careers, offering candid insights on resilience, leadership, and passion. A lively reception followed at White Rabbit, an immersive art museum in Barcelona.
Sustainability Day
Before the conference opened, Sustainability Day was held at PortAventura Resort. Sessions included From Policy to Practice, exploring how environmental regulations shape sustainability strategies at Disneyland Paris, PortAventura World Business Case with insights from PortAventura’s sustainability journey, and From Vision to Action presented by Merlin Entertainments.
Other sessions provided attendees with insights into the sustainability journey, covering compliance, strategy, metrics, reporting, and certification. Participants gained practical tools for creating inclusive guest experiences, learning innovative approaches to sustainable water use, and understanding how behavioural science can drive sustainable choices.
Linnanmäki Amusement Park discussed engaging stakeholders to support sustainability goals, while WAZA examined how to enhance biodiversity in attractions and parks.
On Monday evening, a mixer was held for women in the attractions industry, providing an opportunity to celebrate and network ahead of the show.
