Top Highlights of IAAPA Expo Europe 2025
IAAPA Expo 2025 is set to be the premier international trade show and conference for the attractions industry, encompassing Europe, the Middle East, and Africa. Scheduled to take place in the vibrant city of Barcelona, Spain, from 22 to 26 September, the trade show floor will be accessible from 23 to 25 September.
Participants at IAAPA Expo 2025 will include a diverse range of operators, suppliers, investors, and developers. The event will showcase various sectors, including amusement and theme parks, water parks, family entertainment centres, cultural attractions, museums, shopping malls, zoos, and aquariums, among others.
This year’s event promises to feature the largest exhibit floor and the most exhibitors in its history, with over 700 exhibitors expected to gather in Barcelona. The conference programme will boast more than 60 sessions featuring 170 speakers, offering keynotes, industry talks, panel discussions, and workshops that delve into best practices, emerging trends, and future prospects.
Every year, thousands of suppliers and operators from the visitor attractions sector come together to explore the latest innovations and technologies. Attendees will have the chance to participate in educational sessions, discover new products, and network with peers in the leisure industry.
Social Events at IAAPA Expo 2025
Throughout the week, there will be ample opportunities to connect with industry peers, catch up with old friends, and forge new relationships.
EDUTours
Attendees can also look forward to tours of some of the region’s key attractions. For example, on Monday, 22 September, there will be an EDUTour of PortAventura World, which is already fully booked. On Wednesday, 24 September, participants can join EDUTours of Horrorland, the acclaimed Halloween event hosted at Illa Fantasia, as well as cultural sites like the White Rabbit and Casa Batlló.
On Friday, 26 September, an EDUTour will venture onto the MSC World Europa cruise ship for the first time, which is already sold out. Additionally, there will be opportunities to visit popular attractions near Madrid by joining the IAAPA Post Tour.
Receptions
IAAPA Receptions will invite participants to gather and network in a relaxed setting. On Tuesday, 23 September, receptions for the Water Park, FEC and Indoor Entertainment, and Food and Beverage sectors will take place at the Fira Gran Via. The Opening Reception will follow in the evening at Tibidabo Amusement Park, where delegates can enjoy specialty food and drink, along with free access to the park’s attractions.
The following day, receptions for the Science Centre and Museum, Zoo, Aquariums and Natural Attractions, Designer and Creative, Middle East, and Young Professionals will also be held at the Fira Gran Via. Finally, the Amusement and Theme Park Reception will occur on Thursday, 25 September.
Education Sessions at IAAPA Expo 2025
Before the conference officially begins, pre-show sessions will include the all-day IAAPA Institute for Attractions Professionals on Saturday, 20 September. The IAAPA Institutes aim to equip participants with the advanced skills and knowledge necessary to excel in the attractions industry.
On Monday, 22 September, Sustainability Day, Safety Day, Water Park Day, and Indoor Entertainment Day are all scheduled.
Tuesday, 23 September
The conference will officially kick off at 9 am on Tuesday with the Opening Ceremony, welcoming attendees and premiering the “What’s New” video that highlights new attractions and innovations from across the region. Following this, the trade show floor will open at 10 am.
One of the must-attend sessions at IAAPA Expo 2025 is What’s Shaping the Industry Now? at 10.30 am, where a panel of attractions executives will discuss the latest developments and trends, sharing their insights on what lies ahead for the coming year.
Speakers will include Michael Mack of MackOne, Linda Hung from FORREC, Yael Coifman of Leisure Development Partners (LDP), IAAPA’s Jakob Wahl, and Bart Dohmen of TDAC BV.
At 11.45 am, behavioural expert Linda Lindström will explore how nudging and behavioural design can bridge the gap between good intentions and real-world action in her session titled Nudge for good: Behavioral science meets sustainability.
This year’s CEO Talk will take place at 1.30 pm, featuring an unfiltered conversation with industry leaders. Leisure Link’s Carolien Nederlof will moderate the panel, which includes Edouard Malnoy of Hadrena, Fiona Eastwood of Merlin Entertainments, Fernando Aldecoa from PortAventura, and Antonio Zamperla from Zamperla Group.
IP, AI and More
IP is a significant trend, and at 2.45 pm, the session The Evolution of IP in Location-Based Entertainment will discuss how sports IPs are driving fan engagement and brand loyalty in innovative ways. Speakers will include Annabel Rochfort of Rochforts LBE Consultancy, Sujit Jasani from The Football Association, Hamish Jenkinson of The Department, and Jordi Penas Babot from the FC Barcelona Museum.
Another session, How City Parks Drive Repeat Visitation, will explore how city parks create emotionally engaging, ever-evolving experiences that transform first-time guests into loyal regulars.
At 4.45 pm, the session Beyond the Buzz: Practical AI That Works will delve into real-world case studies and hands-on applications of AI, featuring panellists Mehran Faradji from Farbie Wunderwald and Lukas Metzger of Europa-Park.
Conservation & Sustainability
At 4.40 pm, the session From Visitor Attractions to Conservation Leaders: The Evolving Role of Zoos and Aquariums will be presented by Paula Cerdán of the World Association of Zoos and Aquariums (WAZA). This session will explore how progressive zoos and aquariums are aligning with global biodiversity frameworks and engaging guests in conservation action.
In Repurposing Landmarks into Immersive Experiences at 5 pm, participants will discover how sustainability can extend beyond materials and energy by revitalising overlooked spaces. Adam Snowball and Tom Mackintosh from MI Concept + Design Inc. will present.
Finally, the session Surf Parks: Are They the New Generation of Waterparks? will take place at 5.30 pm, exploring the surf park industry’s growth and future direction.
Solution Spotlights
At 11.15 am, Brogent Technologies will present a Solution Spotlight titled Lighting Up Emotions: Real Cases of LED-Powered Entertainment, exploring how stunning visual realism and cinematic storytelling create unforgettable moments.
Then, at 1 pm, Storyland Studios will present Connected Storytelling: Layering Emotion, showcasing how to build multi-layered emotional bonds and craft uplifting environments that inspire meaningful engagement.
Wednesday, 24 September
A highlight on Wednesday morning will be The Rise of Farm Parks & Heritage Attractions at 11 am, discussing the growing influence of these attractions in the location-based entertainment industry. Speakers will include Annabel Rochfort, Tom Rollings from Fishers Farm Park, Ngaio Harding-Hill of Aardman, and James Barlow from Rainbow Productions Ltd.
At 11.30 am, the session Integrating IP into Attractions: The LEGO and Merlin Entertainments Collaboration will explore how this partnership brings the LEGO brand to life across various attractions worldwide.
Robbie Jones of Katapult and LDP’s Natalia Bakhlina will present Gen Z and Alpha – Shifting Expectations and Demands at 12.30 pm, discussing how these demographics are reshaping industry expectations.
At 1.30 pm, Rain or Shine: The Impacts of Future Climate Scenarios on European Leisure Parks will examine how climate scenarios and extreme weather events will affect leisure parks across Europe.
At 1.30 pm, Entertainment at Sea will bring together industry innovators to explore how the cruise sector is adopting attraction design and guest engagement strategies traditionally associated with theme parks.
Tech Trends at IAAPA Expo 2025
At 3.30 pm, the session How Data, Tech & Creativity are Reshaping the Modern Attraction will feature Bart Dohmen, Rocio Trujillo of Fever Labs, and Tim Everts of 24Indoor discussing how operators are adapting to remain relevant in a competitive market.
Peter O’Dare of Attractions.io will present Tech Trends That Matter: What’s Working & What’s Next for Operators and Guests at 3.40 pm, exploring the next wave of technology shaping the industry.
At 4 pm, Oscar Elgarrista of RES RIDES will host Exchange Session: Exploring STEM Opportunities in the Leisure Industry, examining various careers in STEM fields.
At 4.30 pm, the session Spreadsheets vs Gut Feeling – Decision-Making Instincts will feature panellists sharing real stories and insights on decision-making in the industry.
Simultaneously, the session Off-the-Shelf or Custom-Made? Choosing the Right Digital Tech Path for Your Park will cover options for upgrading digital infrastructure.
Solution Spotlights
At 11.15 am, TAIT will present World-building in Event Production: Lessons from TAIT at SXSW London, sharing insights from the festival’s first European edition.
At 12.25 pm, DOF Robotics will present The Rise of Edutainment: Blending Immersion and Education in the Next Gen of Attractions, discussing the role of technology in edutainment.
Thursday, 25 September
On Thursday morning at IAAPA Expo 2025, IAAPA will present Mergers & Market Moves: Insights from IAAPA’s Latest Research into Global Attraction Investment at 10.30 am, providing an exclusive summary of investment trends in the attractions industry.
At 11.30 am, the Iconic Ride session will focus on Valhalla at Pleasure Beach Resort, featuring speakers from Blackpool Pleasure Beach and Intamin.
Exhibitors at IAAPA Expo 2025
Aardman – booth #2-118
Aardman, the award-winning UK studio, will showcase its portfolio of immersive experiences that bring its iconic brands to life. Celebrating its 50th anniversary in 2026, Aardman will kick off festivities with a showcase event at Longleat in Wiltshire.
accesso – booth #1-220
accesso Technology Group PLC, a leading technology provider for attractions worldwide, will present its latest ticketing, e-commerce, queue management, and guest experience solutions at IAAPA Expo 2025.
Alterface – booth #1-253
Alterface, a leader in interactive technology, will introduce its new Interactive Concept Design service, helping operators integrate interactivity from the start of their projects.
Attractions.io – booth #1-348
Attractions.io, a leading creator of mobile visitor apps, will showcase its platform that enhances the guest journey, from ticketing to personalised content.
Axess – booth #2-1548
Axess, a provider of ticketing and access management solutions, will feature several products at its booth, including the Axess TICKET FRAME 600 and Axess SMART POS.
Beckhoff Automation – booth #2-1271
Beckhoff Automation will demonstrate how its PC-based control technology can help bring entertainment projects to life, from attractions to stage technology.
Convious – booth #2-1117
Convious will spotlight its innovations, including the Convious Kiosk and Memberships, designed to meet the growing demand for speed and flexibility in the attractions industry.
Digonex – booth #2-1656
Digonex, an expert in dynamic pricing solutions, will exhibit its customised systems that drive revenue for visitor attractions.
