IAAPA Expo Europe 2025 took place in Barcelona, Spain. The conference ran from 22 – 26 September, with the trade show floor open from 23 – 25 September.
During the event, 60 educational sessions were held, and over 700 exhibitors participated. During the sessions and throughout the 20,700 square-metre show floor, attendees explored the latest trends, technologies, and solutions that are shaping the future of attractions.
Highlights from this year’s agenda included the first-ever cruise-themed EDUTour aboard MSC World Europa, the new Women in Industry Lunch and Job Fair, executive insights during the Leadership Breakfast, industry-specific sessions on safety and sustainability, and casual receptions to encourage valuable networking.
IAAPA Expo Europe 2025 welcomed 15,877 verified attendees, including 11,477 qualified buyers representing 9,370 buying companies across 121 countries.
Opening ceremony
“IAAPA Expo Europe 2025 is the must-attend event for the wider European attractions industry,” said Jakob Wahl, president and CEO of IAAPA.
“Over the past years, it has grown into a vital platform where operators across the hospitality and attractions sectors can discover the latest innovations and gain insights from peers and experts in a wide range of fields.”
The event began with a lively performance that set an energetic atmosphere for the days to come. It featured the Sardana, Catalonia’s traditional dance, as well as football tricks and a sing-along. There was also a showing of the latest “What’s New” video, celebrating new attractions and innovations from across EMEA.
“IAAPA Expo Europe 2025 is a powerful driver 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 — and Barcelona in particular — is home to 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 highlights the region’s important role in shaping the future of attractions.”
Education sessions at IAAPA Expo Europe 2025
The Opening Ceremony was followed by the now-traditional trends panel. This explored what’s new in the industry and gauged the market’s temperature.
Moderated by Bart Dohmen of TDAC BV, the panellists included Michael Mack of MackOne, Linda Hung from FORREC, Yael Coifman of Leisure Development Partners (LDP), and IAAPA’s Jakob Wahl.
They spoke about how several major parks in Europe are celebrating milestones this year, such as the 50th anniversaries of Gardaland, Europa-Park, and Fårup Sommerland. Notably, one thing those parks have in common is that they continually innovate, rather than relying solely on their history and heritage.
When it comes to factors that have affected parks this year, both extreme weather and politics were mentioned. Wahl made the point that the world is more complicated now. Coifman added that operators are still finding a new normal post-COVID, but that after the peaks seen after the pandemic, attendance and spending will stabilise.
Dohmen also pointed out a big trend for parks remodelling and repurposing older rides, for instance, Danse Macabre at Efteling.
Other trends observed across IAAPA Expo Europe 2025 included numerous expansion projects and the development of new parks in the region, such as Universal in the UK, as well as expansions of Parc Asterix in France and Kynren in the UK. Across the pond, US markets are still experiencing uncertainty due to tariffs.
The reach of the attractions industry is expanding, with other sectors, such as festivals and live entertainment, incorporating more immersive and experiential elements. For instance, Tomorrowland festival had a booth at the show, where its concept imagineers were showcasing a Tomorrowland-themed aqua experience.
Memorable experiences
At the Innovation Stage, Stefan Rothaug of Brogent Technologies presented a Solution Spotlight. The firm opened its first LED flying theatre, Air Cruise The Ride, this year at Huis Ten Bosch in Japan. Other highlights from 2025 include 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. This has four DOF movements, a 360-degree panoramic screen, 360-degree rotation, and a modular design, with vehicles that can move individually.
In another Solution Spotlight, Marie Rayner from Storyland Studios explored how designers can connect guests emotionally to stories across every stage of their journey, from booking to post-visit. The session highlighted projects such as Auburn Opelika and Porto Boega to show 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 IAAPA Expo Europe 2025 attendees to envision a future fifty years from now, where humans and nature coexist in harmony, before exploring how we can all contribute to making this a reality, saying that conservation is everybody’s responsibility.
She also spoke about how the IUCN has recognised the role that good zoos and aquariums play in reversing biodiversity loss, as they have evolved from entertainment to conservation, research, engagement and animal welfare. Cerdán also provided examples of where zoos have helped bring back species 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.
This explored how sustainability can extend beyond materials and energy by breathing new life into previously overlooked spaces. They gave examples including The Rig in Saudi Arabia, Ontario Place in Canada, and Bishan-Ang Mo Kio Park in Singapore.
The Rig is a project to reimagine a disused oil rig, featuring elements such as an on-site energy hub for zero-net energy operations and artificial wetlands. Coral reefs are expected to thrive from the conversion of submarine components. Attractions will include active play areas, a water park, and a theme park.
From farms to festivals
On Wednesday morning at IAAPA Expo Europe 2025, Annabel Rochfort, Tom Rollings from Fishers Farm Park, Ngaio Harding-Hill of Aardman, and James Barlow from Rainbow Productions Ltd., explored the rising influence of farm parks and heritage attractions in the location-based entertainment industry.
Then Sarah Peters and Toby Van-Hay of TAIT spoke about how, as the official production partner for the event, the company brought the first European edition of SXSW to life in London in June 2025. Key to TAIT’s approach was understanding that SXSW is inherently about place, so finding the right location was essential.
Peters explained how the team collaborated with grassroots music venues and identified spaces such as warehouses and art studios to utilise as venues. This ensured that the festival was part of the fabric of the place.
Next up, Elias Ait-Aissa of DOF Robotics took to the Innovation Stage to discuss the topic of edutainment. He asked: “Why do we remember every second of a 5-minute ride, but forget 500 hours of lessons?”
While it is not a new concept, edutainment is a growing trend that combines knowledge, play, and storytelling into a single, engaging experience. Emotion enhances memory, meaning these experiences have a more profound impact. A great example is the surge in 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 conversation looked at how the cruise sector is embracing attraction design, themed storytelling, and guest engagement strategies traditionally associated with theme parks and resorts.
Cliff said one of the most significant differences between a theme park and a cruise ship is the captive audience. Cruises capture people’s attention for longer, allowing them to engage on a deeper level.
Mancini added that there is a large younger audience. MSC Cruises welcomes 60,000 children and teenagers across its fleet every year, travelling with their parents. So, it is essential to include attractions that everyone can enjoy.
Tavernini spoke about the Aqua Slidecoaster, a hybrid rollercoaster and waterslide that will be featured on the new Norwegian Luna vessel, set to sail next year, as well as Holovis‘ 360Golf, which he called a “sleeper hit”. He said that when the whole family can enjoy an experience, “That’s when you’ve hit the magic”.
Cliff agreed, saying that with some attractions, you get as much enjoyment watching your family take part as you do from doing it yourself.
See also: Game on: Glow Court brings immersive entertainment to Norwegian Aqua
Tech trends at IAAPA Expo Europe 2025
Back at the Innovation Stage, Peter O’Dare of Attractions.io spoke about the next wave of technology shaping the industry. When it comes to new technology and whether innovations are ultimately successful, he said three tests matter. Does it solve a real problem? Is there a willingness to adopt it as a piece of technology? And is there a sustainable value network?
Using the example of AR as a technology that hasn’t fully caught on, we can see how it fails these three tests. For instance, it doesn’t solve a problem; rather, it is a solution trying to find a problem. Conversely, guest apps is an example that does pass all three.
Looking at what may shape what comes next, O’Dare said that maturity of tech brings critical mass, in turn allowing for more integration, standardisation, and consolidation.
AI is the next big step that has the potential to transform the industry more than any other tech that has come before. He added that this time, the technology will adapt to how humans interact, rather than the other way around, and AI will transition 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 what operators need to consider when upgrading their digital infrastructure. Comparing the benefits of Software as a Service (SaaS) and bespoke solutions, the panel agreed that both have advantages and that there is no right or wrong approach.
Jungmann said that SaaS means you can get to market faster, and your provider will be working with a larger pool of customers who have similar requirements. It also means faster access to new features and trends as they emerge, such as dynamic pricing. On the other hand, said Martin, complex systems require a bespoke approach, rather than forcing a SaaS system to fit existing processes.
Jones said the key is to really understand the requirements, listen to visitors and team members to understand the pain points on a human level.
Reimagining an iconic ride
On Thursday morning, Andy Hygate and Adam Slevin of Pleasure Beach Resort, along with Intamin’s Sascha Czibulka, spoke in the Iconic Ride session, moderated by Edd Musgrove of Mycotoo.
The focus of this year’s session was Valhalla at Blackpool Pleasure Beach, which first opened in 2000 and then closed in 2019 for a refurbishment, reopening in 2023.
With the original ride, the park aimed to create something on a large scale, incorporating numerous different elements, said Slevin, adding that it was a hugely ambitious project that still has an impact today. It was new to the UK market in terms of scale and certainly set a benchmark.
While the old version was history-centric, the reimagining brought it into the present day and adopted a more fantasy approach, explained Slevin.
He also said that the team made sure they were not taking away from the original, but adding to it – “The elements that people loved are still there, but we have woven in more.” Hygate said it was also an opportunity to make the ride more sustainable.
Keeping fans happy
Discussing the challenges of the installation, Czibulka noted that it is always difficult to integrate new and old systems and to ensure that today’s norms and standards are being met. One advantage, said Hygate, is that the team now has tighter control over the effects. For instance, if there is an empty boat, they can choose not to run the effects.
Another challenge was managing the expectations of fans, many of whom felt protective of the much-loved original.
Slevin said the team was very open on social media throughout the process, so that people know what to expect, adding that the previews were great for the enthusiasts, reassuring them that it had not been completely changed, but improved – “Sometimes you do have to embrace change; otherwise, you become a museum.”
Announcements from the show floor at IAAPA Expo Europe 2025
On Tuesday, Vekoma Rides, the Dutch roller coaster specialist, and Karls Erlebnis-Dorf announced the debut of two custom Family Boomerang coasters 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.
On the Vekoma booth, the front coach of the new train was unveiled, highlighting Karls’ distinctive strawberry-themed design. This playful mix of imagination and creativity 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. On the show floor, it also showcased Angry Birds Fury Road, Hurricane 360, and AIQ, and gave a first look at upcoming content, including The Smurfs, Dog Fight, and Guardian Challenge, emphasising its strong focus on innovation and immersive entertainment.
This year marks a historic milestone as the company completes its Initial Public Offering (IPO), demonstrating investor confidence and backing its plan for accelerated global expansion.
Theme park and water park innovations
WhiteWater, a leading water park manufacturer, held a press conference during IAAPA Expo Europe 2025, sharing news surrounding its latest projects and products. From first-of-their-kind surf experiences to landmark resort and cruise launches, these developments demonstrate how WhiteWater continues to influence the future of aquatic entertainment worldwide.
Maurer Rides, a leading designer and manufacturer of roller coasters and transport solutions, presented the latest developments of its Spike Racer roller coaster system.
It can now accommodate rolls and inversions, a feature previously unavailable in interactive coasters. Vehicles can now also be driven upside down, while riders still maintain complete control over speed and acceleration.
The company also showcased add-ons that enhance interactivity. These include Magic Rings, Water Gates, Light Track, Starting Lights, and the Co-Action System. Features such as smoke effects, finish flags, and leaderboards further enhance a 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 a next-generation motion ride created for high-intensity storytelling. This attraction envelops visitors with spectacular visuals, featuring a fully rotational 360-degree platform, a dynamic motion base, and a panoramic screen. The ride’s modular design also means that each vehicle can operate independently, offering venues more 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.
The acquisition accelerates ROLLER’s goal of making the planet a more joyful place by enabling operators to expand more quickly and deliver exceptional visitor experiences. It also bolsters the company’s support for European customers with additional in-region resources, with deep CRM interoperability expertise that enhances its ability to serve large multi-venue enterprises.
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 Europe 2025
Barcelona offers 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 exploring the stunning immersive Root for Nature experience from National Geographic and Oasis Immersion, attendees had the opportunity to network with leading suppliers from Quebec.
On Tuesday night, the IAAPA Opening Reception took place at Tibidabo Amusement Park overlooking the city. Attendees enjoyed free access to Tibidabo’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.
When it comes to cultural experiences, the city’s Mirador Torre Glòries offers a chance to understand Barcelona’s rhythms, with immersive experiences and exhibitions based on real-time data from the city. Before travelling up to the top of the 470-foot tower to gaze over the city, visitors can explore these exhibits.
At the summit, they can also opt to climb through the unique Cloud Cities by Tomás Saraceno.
Elsewhere, the IDEAL Centre d’Arts Digitals de Barcelona hosted an interesting VR experience from Layers of Reality, powered by PICO XR headsets, which pitted Michelangelo against Leonardo Da Vinci.
The Young Professionals Forum, 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. The panel shared 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, the Sustainability Day was held at PortAventura Resort. Sessions included From Policy to Practice, exploring how environmental regulations shape sustainability strategy at Disneyland Paris, PortAventura World Business Case with Insights from PortAventura’s sustainability journey, and From Vision to Action presented by Merlin Entertainments.
In other sessions, attendees learned about the sustainability journey, from compliance to strategy, metrics, reporting, and certification, as well as gaining practical tools for inclusive guest experiences, learning innovative approaches to sustainable water use, and finding out 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. This was an opportunity to celebrate and network ahead of the show.
