IAAPA Expo Europe returns in 2026, bringing the attractions industry together in London. The event will provide a snapshot of the technologies, ideas and developments shaping the sector, from new ride systems and immersive experiences to operations, sustainability and guest engagement.
In this preview, blooloop looks at key themes, exhibitors, and innovations to watch as the industry gathers for one of Europe’s major attractions trade events.
The conference will be held at the ExCeL London from 21 - 25 September, with the trade show floor open from 22 - 24 September.
A growing UK market
The UK is entering a period of strong growth for the attractions sector, with annual visitor spending forecast to increase by 9.8% through 2027, ahead of the European average of 8.6%, as reported by IAAPA.
Spending across UK theme and amusement parks is expected to rise from £991 million in 2022 to more than £1.57 billion by 2027.
The wider European market is also expanding, with theme park spending forecast to grow from £5.6 billion in 2022 to £8.4 billion by 2027. Attendance is expected to rise from 172.9 million visits to more than 213 million over the same period.
Continued investment in new rides, immersive attractions, entertainment concepts and destination developments is helping drive this growth, and major developments are adding further momentum.
The new Universal United Kingdom Resort is expected to open in Bedfordshire in 2031 Universal
Universal's planned UK resort in Bedford, due to open in 2031, is expected to deliver significant economic benefits, alongside thousands of construction and permanent jobs.
IAAPA Expo Europe 2026 arrives in London at a significant moment for the sector. The event will bring together operators, developers, suppliers, and investors from across Europe and beyond, offering an opportunity to assess the technologies, experiences, and ideas that could shape the next phase of growth.
The event will feature a 21,000-square-metre show floor, more than 800 exhibitors, 175+ industry speakers, and over 60 education sessions.
Special events at IAAPA Expo Europe 2026
Ticketed pre-conference events include the two-day IAAPA Institute for Attractions Professionals, taking place over the weekend, while Monday 21 September sees EDUTours of Chessington World of Adventures and Legoland, as well as the Safety Day, Water Park Forum, Sustainability Day and Indoor Entertainment Day.
Attendees can join a ticketed EDUTour of Legoland Windsor
Tuesday's events include the IAAPA Expo Europe evening reception at ABBA Voyage, alongside receptions for science centres and museums, designers and creatives, zoos and aquariums, and more.
Ticketed events on Wednesday include the Leadership Breakfast and the Women in the Industry Networking Lunch, as well as receptions for FECs, water parks, young professionals, and various regions, such as MENA and DACH.
Finally, Friday's event is an EDUTour taking in Merlin's Halloween offering at Thorpe Park.
Education sessions
Tuesday 22 September
Tuesday begins with the opening ceremony at 10 am, followed by sessions including a first-timers welcome and an exploration of how operators can leverage the power of large language models, featuring “Ecki”, an AI assistant developed by Mack One for Europa-Park, Mack Rides, Mack Animation and VR Coaster.
At 11 am, TDAC's Bart Dohmen will moderate Trends: What's Shaping the Industry Now?, speaking with Håkon Lund of Lund Gruppen, Chris Lange from Creative Studio Berlin, Yael Coifman of Leisure Development Partners, and IAAPA's Jakob Wahl about key developments, emerging trends, and industry insights.
Last year's trends panel at IAAPA Expo Europe in Barcelona
At the same time, representatives from CEN Technical Committee 152 and ASTM Committee F24 will provide an insider's perspective on standards development. Speakers include Daniel Almer of SafetyExpert and Roland Eijkelenbergh from Vekoma.
An interactive panel at 11.30, Beyond Theme Parks: Real Career Paths Into the Attractions Industry, brings together Alex Tavernini from Norwegian Cruise Line, Amy Morris of Pop Up Global, Jacob Thompson from Attractions.io and Marie Weissbach of WhiteWater to share how their careers developed.
At 11.45, Physical vs. Digital: Choosing Between Animatronics, Media, and Emerging Technologies, will discuss how animatronics, media, live performers, robotics, AI-driven interaction, and hybrid approaches can be applied to create the greatest impact.
The speakers will be Chuck Fawcett of FGR8, Jim Schelter from CreativeForward, Eugénie von Tunzelmann from Crow's Hook, and Marc Theermann of Dynamic Creatures.
IP, data, and the zoo of the future
The Future of the Attraction Industry at 1 pm will feature insights from IAAPA’s Vision 2035 task force, including Kelly Repass from IAAPA, Anne-Mart Agerbeek of Vekoma Rides, Phil Higgins from Katapult, Dan Dipiazzo from Georgia Aquarium, IAAPA's Christopher Perry, and Jane Ostler of Kantar.
At 1.20, Solution Spotlight: TAIT – Dinner and a Show: The Evolution of the Cruise Ship Guest Experience is presented by TAIT's William Robert and Arielle Lindsey, who will look at the trends redefining life at sea.
The CEO Talk at 1.30 features Anna Warnecke of Kynren, Eddie Kemsley from Dreamland Margate, and Mohamed Abdalla Al Zaabi of Miral discussing the challenges, opportunities, and decisions that have shaped their businesses and destinations, moderated by Carolien Nederlof of Leisure Link.
Dreamland Margate's CEO Eddie Kemsley will join the CEO Talk at IAAPA Expo Europe 2026
Also at 1.30, The Future Zoo: Can Digital and Traditional Experiences Coexist? will explore how technology can enhance rather than replace the traditional zoo experience, with input from Andy Van den Broeck of RealityMatters, Dom Strange from Chester Zoo, Sarah Dennehy from Rainbow Productions Ltd, and Kieran Stanley of dan pearlman.
At 2 pm, in Solution Spotlight: ROE Visual – Create True Immersion with Invisible Sound, ROE Visual's Marc Tögel and Christian Czimny present the European launch of Vanish Acoustics, a revolutionary acoustically transparent LED panel.
Attendees can learn practical ways to streamline guest flow, ease congestion, and improve the overall experience without additional infrastructure in From Data to Flow: Improving Guest Experience Without New Infrastructure at 2.15.
Speakers include Werner Dullmaier of purematic, Deutschlandmuseum's Robert Rückel, Brad Loxley of Parques Reunidos, Angie Judge from accesso and Andy Hygate of Pleasure Beach Resort.
At 2.15, IP Without Limits: The Evolution of Brands Across Food, Sport & Heritage will explore how IP is evolving across categories and generations.
Speakers are Mirna Keshishian of CAA Brand Management, Annabel Rochfort from Rochforts LBE Consultancy, Danny Smith of Rainbow Productions, Paul Brunton of The Wyld Bunch, Ashley Edelbrock of PGAV Destinations and Maxine Lister from the Natural History Museum.
Sustainability, industry legends, and Disney magic
2.30 sees a peek behind the curtain of the creation of Disney's Frozen land in World of Frozen: Across Cultures and Continents.
Moderated by Massimiliano Freddi, Disney's Ali Rubinstein and Michel den Dulk will share how one of the company's most successful global IPs was transformed into culturally relevant experiences across two different markets.
Driving Sustainable Attractions: Optimising Impact in Ride Design and Operation at 2.40 will include Adrià Benito from Intamin and Dr Jonathan Demierre of Helbling, who will discuss how a holistic engineering approach can reduce environmental impact.
At 2.45, James Kennard from Leisure Development Partners, FORREC's Eric J. O’Rourke, and consultant Greg Pearn will present The Goldilocks Principle: Making Leisure Developments Just Right.
The IAAPA Legends Panel in 2023. Hosted by Bob Roges, it is a fixture at the Orlando event
The long-running IAAPA Legends session, which takes place at IAAPA Expo in Orlando each year, will make its European debut with IAAPA Legends Europe: Stories Behind the Experiences That Shaped an Industry at 3.30. BRC Imagination Arts' Bob Rogers hands the moderator baton to Bart Dohmen and joins the legends' side of the stage, joining Keith James and Chip Cleary.
At 4 pm, Chester Zoo vs the Weather - Taking on Misleading Forecasts explores how misleading forecasts affect guest behaviour and revenue, how Chester Zoo mobilised an entire sector and engaged government and the Met Office. Chester Zoo's Rob Comley leads the session.
Game On: The Competitive Socialising Boom & the Future of LBE at 4.30 brings together Annabel Rochfort, Lennard Otto from Global Leisure and Entertainment, Cale Heit of FORREC and Peter Cliff from CONDUCTR for a 360-degree perspective on the trend.
Merlin Entertainments' Nicole Sangster and Lars Van De Crommert will lead Designing for Play: How the Fundamentals of Play Provide the Building Blocks of LEGOLAND at 4.40, taking a look at Leogland's ethos and how its attractions are created to inspire play.
Wednesday 23 September
Sustainability is on the agenda on Wednesday morning with If You Could See Your Influence: Measuring What Matters at 10.30 am. Storyland Studios' Mel McGowan and Marie Rayner are joined by David Nouaille of Puy du Fou for a session that will challenge participants to rethink success through impact rather than activity.
At the same time, TEA Presents - But Can We Build It? will discuss how to design intelligently without a big budget or lots of space. Mycotoo's Edd Musgrove moderates, with speakers Fabien Manuel of Compagnie des Alpes and Lily-Ann Bedder from Katapult.
At 11.20, Sana Ali Aamir from Fever will explore how top organisations enhance the visitor experience, from digital discovery to post-visit engagement, by leveraging technology, audience insights, and cross-team collaboration, in Less Friction. More Visitors. Rethinking the End-to-End Journey for Museums and Attractions.
Van Gogh The Immersive Experience, one of the experiences powered by Fever
In The Magic of Myth: Using the Subconscious Story Power of Commonly Misused Attraction Icons at 12 pm, Bob Rogers will examine how recurring story icons and archetypes shape audience perception and emotional connection. The session asks whether these symbols are used effectively or inadvertently misused.
Also at 12 pm, accesso's Mike Evenson introduces The Four Time Taxes, a practical framework for identifying where momentum breaks and revenue leaks occur across the guest experience, in Where Is Time Costing You Revenue?
Solution Spotlight: DOF Robotics –The Rise of Edutainment: Blending Immersion and Education in the Next Gen of Attractions takes place at 1.20, with DOF Robotics' Berk Baltaoglu discussing what edutainment is, why it works, where it thrives, and how technology powers it.
Another solution spotlight follows at 2.00, Solution Spotlight: Brogent Technologies Inc. – Innovation in Every Experience: From Ride Systems to Content Strategies. In this session, Brogent's Stefan Rothaug will show how the firm combines innovative attraction solutions with strategic content programming to create lasting guest engagement.
The state of the union and a retail rethink
Senior industry leaders from across the sector will talk about the forces driving investment and the outlook for tourism and attractions in The State of the Union: The Future of the Attractions Industry in the UK and Ireland - Growth, Investment, and What's Next at 2.30.
Le Secret de la Lance, a medieval adventure at Puy du Fou, set during the Hundred Years’ War Image © Arnaud Masson
This includes David Nouaille of Puy du Fou, John McReynolds from Universal Destinations & Experiences, Mike Vallis of Merlin Entertainments, BALPPA's Paul Kelly, and Charles Coyle from Emerald Park.
Then at 3 pm, Rethinking Location Strategy: The Rise of Retail as Entertainment Destination will see Bart Dohmen chatting with Massimiliano Freddi and Space Association's Vincent Philippe about how retail venues are evolving into experience-driven destinations.
At 4 pm, Kool Replay's Jacob Giacobbi will present Monetising Memories: Turning Guest Videos Into Social Media Revenue Engines, looking at how to turn everyday experiences into valuable social media assets.
Thursday 24 September
On Thursday at 10.30, Seen It. Shared It. Forgotten It: Why Some Experiences Are Memorable and Others Are Easily Forgotten will include insights from a panel including Patrick O’Mahony of NEWSUBSTANCE and Natalia Bakhlina from LDP.
Iconic Attraction Spotlight: Nemesis at Alton Towers at 11.30 will explore how Nemesis continues to set the standard for compelling storytelling, strong theming, and innovative ride design that forge a deep emotional bond with guests and motivate new generations of devoted fans.
Edd Musgrove moderates, with retired theme park consultant John Wardley, Pleasure Beach Resort's Andy Hygate, and Jonathan Smith from Bolliger and Mabillard.
Alton Towers' Nemesis roller coaster is the subject of this year's Iconic Attraction Spotlight
So You Think You Can Mentor? at 11.30 brings together Dom Strange of Chester Zoo and Ignasi Guasch from Intamin to discuss what it actually means to be a mentor.
George Wade of Bay Laurel Advisors and NFL's Ed Kiang will present The NFL Playbook For Immersive Experiences at 1.15., exploring the NFL's methods for engaging guests, telling experiential stories, and creating memorable moments both inside and outside the stadium.
Beyond the Avatars: Inside the Success of ABBA Voyage, from Emotional Immersive Technology to Guest Insights at 2.45 features Duncan Sanders talking about the ABBA Voyage story and its impact.
Finally, at 3.15, Beyond the Logo: How Rebranding Transforms Companies, Culture and Customer Experience will include insights from Roland Gerets of Momentum Leisure and Zaneta Gutowska-Rukszan of Majaland Poland, discussing what rebranding actually means beyond visual identity.
Meet the exhibitors at IAAPA Expo 2026
Alterface - booth #S3719
Alterface, a leader in interactive technology, is celebrating 25 years of creating interactive experiences that bring stories to life. Since its foundation, the company has focused on combining creativity, storytelling and cutting-edge technology.
At the show, Alterface will highlight its new-generation pointing system, designed to make interactions more intuitive, precise and immersive. With ultra-low latency of just 30 milliseconds, the technology enables interactive elements to respond instantly to guests’ movements, creating a natural connection between visitors and the story.
The technology is featured in Phantom Theater: Opening Nightmare at Kings Island, designed and manufactured by Sally Dark Rides.
Alterface celebrates 25 years in business during 2026
In this family dark ride, guests use special spellbound flashlights to capture mischievous “ghost notes” and help restore a haunted musical performance. Powered by Alterface’s latest interactive system, the attraction demonstrates how highly responsive technology can enhance storytelling while keeping guests fully immersed in the narrative.
At the show, Alterface will also showcase how its latest innovations continue to expand the possibilities of interactive attractions, from dark rides and theatres to new generations of personalised walkthrough experiences.
As part of the 25th anniversary celebrations, Alterface will also host an anniversary drink at its booth on Wednesday at 4:30 pm, welcoming industry colleagues to join the team for a drink and a celebration.
Stephane Battaille, CEO; Laurence Beckers, creative director; Brice Ishallal, head of software; and Giulia Florian, marketing & comms manager, will be present, and attendees can get in touch by email.
Attractions.io - booth #S2026
Attractions.io, a guest experience platform for the in-visit experience, powers the app experience at more than 150 venues worldwide, including Merlin Entertainments, Six Flags and the Kennedy Space Center Visitor Complex.
It works with the systems that operators already rely on, with 30+ live operational integrations across ticketing, point of sale, CRM, queuing and F&B systems.
The company will be showcasing the latest release of its platform for the first time in London. This is the firm's biggest release yet and a rebuild of the venue app around guests' number one question: what should we do next?
Attractions.io will show the latest version of its guest experience platform at IAAPA Expo Europe 2026
The new release introduces a brand new design system and user interface purpose-built for attractions, giving operators more options to customise and brand their guest-facing app. This includes palette, typography, and contrasting themes for individual lands or seasonal events.
Also new are detailed 3D maps, with animated models that can reflect time of day and weather, helping guests orient themselves faster and move with more confidence.
Alongside the design upgrades comes a new identity system that recognises each guest with a single sign-in and carries that understanding across every visit, and the Discovery agent, which uses AI to decide the single best next moment for every guest and surface it automatically, all day long.
Visitors to the booth can try the AI Discovery agent for themselves. The team attending includes Mark Locker, founder & CEO; Jacob Thompson, VP of success; and Peter O'Dare, VP of product. As detailed above, Thompson will also speak in an EDUSession on careers.
Recently, Attractions.io helped drive food and beverage revenue by introducing mobile food ordering at Chester Zoo, the UK's most-visited wildlife attraction.
Avius - booth #N4800
Avius, a global provider of customer experience and Voice of Customer (VoC) solutions, will showcase how it has helped leading global attraction brands capture honest, real-time visitor feedback and turn it into actionable insights.
The team will also present its recently launched AI-powered analysis, designed to help organisations improve visitor experiences, operations and ROI.
Join Avius at IAAPA Expo Europe 2026 at booth #N4800.
The Avius platform combines intuitive survey tools, smiley-face feedback devices, tablet kiosks, online links and QR codes, and analytics dashboards to deliver real-time insights. It supports attractions of all sizes, from single-site venues to global multi-site operators, with surveys available in over 30 languages and deployments across 28+ countries.
Recently, it worked with Whipsnade Zoo, part of the Zoological Society of London (ZSL), to deploy a strategic, data-led approach for gathering feedback.
Attendees can meet Chris Williams, vice president of customer success, and Afshin Karimi, account manager, with meetings available to book here.
borabora studios
borabora studios, a Cologne and Barcelona-based creative technology studio, will be present at IAAPA, exhibiting a new IP, Luminary Institute.
The Luminary Institute is a game-based edutainment experience built around ocean science. The team has created immersive, story-driven adventures where visitors become the scientists, solve real mysteries, and discover the wonders of the deep through play.
Forest of Time at Happitat Bangkok lets visitors interact with a digital forest and discover Southeast Asian wildlife Happitat
Every mission is grounded in real biology, real ecosystems, and real stakes.
One of borabora studios’ recent projects is the immersive installation at Outernet London, Enchanted Forest: The Melody of Spirits. The experience invites visitors to scan a QR code, generate a personalised spirit character, and then take part, via their phones, in a real-time multiplayer orchestral performance.
borabora studios also recently celebrated the opening of Forest of Time, a large-scale, multi-user interactive experience that debuted at Happitat's official opening in Bangkok, Thailand.
Attendees can contact Marissa Fries by email to book a meeting.
Boymans Rocks & Boulders
Boymans Rocks & Boulders, a Netherlands-based specialist in natural stone for themed environments, visitor attractions, and landscape projects, will be present at IAAPA Expo Europe. Attendees can email Ron Boymans to book a meeting during the show.
Working with materials ranging from decorative gravel and cobbles to substantial natural boulders, the company helps designers and operators use authentic materials to strengthen a sense of place.
Boymans Rocks and Boulders clients include zoos, theme parks, and more
The company's most recent deliveries have been for several projects at Bellewaerde Park in Ypres, Belgium. These include Amazonia, the new Canada Zone (including the new Seesaw Swing), the Timber Trail, River Wakala, and several animal enclosures at Jungle Mission.
Boymans also supplied the rocks for the new enclosure for the Yellow-footed Rock-wallaby at GaiaZOO in Kerkrade, the Netherlands.
Brogent Technologies - booth #S3817
Brogent Technologies Inc., a leading manufacturer of media-based attractions, will present its latest motion theatre solution, R-Ride, designed to deliver a new level of motion-based immersion and dynamic storytelling.
Combining a 360-degree panoramic screen, advanced motion seating, and a full 360-degree rotational system, R-Ride places guests at the centre of the story. The first R-Ride attraction will be at VinWonders in Vietnam, with the opening scheduled for Q4 2027.
The firm also continues to expand its content portfolio with destination-based flying theatre experiences featuring Japan, Niagara, and Switzerland.
Godzilla the Ride: Great Clash is a new flying theatre attraction that brings the iconic IP to life
Visitors can discover GODZILLA THE RIDE: GREAT CLASH,, developed in collaboration with Toho and directed by Academy Award-winning Takashi Yamazaki, director of Godzilla Minus One, winner of the 96th Academy Award for Best Visual Effects.
This is now available for global licensing, offering operators a powerful way to refresh their attractions, encourage repeat visitation, and engage audiences through one of the world’s most iconic IPs.
In addition to its Solution Spotlight as featured above, Brogent will host a press conference on 22 September at 12:20 pm, during which it will announce a new partnership and the latest developments in flying theatre experiences.
Visitors can schedule an appointment with our team by email.
Chance Rides - booth #S4002
Chance Rides, a leading manufacturer of amusement rides, will showcase its broad product portfolio, including trains, carousels, Tramstar and Sunliner trams, observation wheels, coasters and family rides.
Europe remains an important market for Chance Rides, with continued opportunities to support existing customers and develop new projects across the region. The team is exhibiting to strengthen relationships, connect with customers and demonstrate how its proven products can create memorable guest experiences.
Join Chance Rides at IAAPA Expo Europe at booth #S4002
Aaron Landrum, president & CEO, will be in attendance, and visitors can book meetings via email.
Recently, Chance Rides launched the electric Utility eTRAM, an all-electric vehicle designed to help maintenance, housekeeping, and facilities teams move efficiently and reduce environmental impact. It has also shared insights into its collaborative approach with operators across different sectors.
Christie - booth #S837
Christie, the global visual and audio technology company, will be in attendance, with Joe Graziano, director of sales and entertainment for EMEA and Ernest Bakenie, senior director of sales and themed entertainment, present at the Experience UK booth.
The firm recently revealed its new Christie XP Series LED, created for environments where image accuracy and operational reliability are vital.
The new Christie XP Series LED offers clients precise, vibrant visuals with P3 colour reproduction and a high refresh rate
Supported by an industry-leading 10-year warranty, the new series helps clients deliver extraordinary image quality, dependable operation, and efficient long-term ownership in settings such as government installations, immersive entertainment spaces, and mission-critical operations.
Cinchio - booth #S387
Cinchio, a technology platform specialist, will exhibit its full operating stack, from POS, digital ordering, reporting and more, at the Experience UK booth.
The team will also highlight the company's guest sentiment tool, deployed at over 100 attraction locations and soon at more in the UK.
POS solutions by Cinchio
Earlier this year, Cinchio announced the launch of its new retail kiosk, a self-service solution designed specifically for cultural institutions aiming to modernise retail operations, enhance guest flow, and better manage complex inventories.
Designed for busy environments, the kiosk helps operators manage peak visitor times, eases staff workload during busy seasons, and streamlines the sale of merchandise with large SKU counts.
Attendees can meet Jon Horsfield, CRO; Tom Bell, managing director; Steve Rowlands, customer success manager; Giovanni Tona, implementation manager; and Adam Streeter, senior director, POS, and partner coordinator, and can book time with the team via email.
Cloward H2O
Cloward H2O, an expert in aquatic design, will have team members walking the show floor at IAAPA Expo Europe 2026.
Damon Roberts, associate principal; Chris Bailey, staff engineer; and Corry Cloward, president, will be happy to connect with attendees and arrange meetings.
Cloward H2O supports design of critical-care manatee rehab pools at ZooTampa Image credit ZooTampa at Lowry Park
A recent project saw Cloward H2O contribute to the aquatic engineering design of new critical-care manatee rehabilitation pools in partnership with ZooTampa at Lowry Park in Florida. This project marks a significant step forward in rescue infrastructure for marine animals, designed specifically to meet the needs of injured and vulnerable manatees.
The company was also part of the project team that brought the 11-acre expansion of North Carolina's Greensboro Science Center to life.
Dartsee Ltd. - booth #S3337
Dartsee, a leader in interactive social gaming, will present the classic Dartsee Core and the Dartsee Mini, bringing both its main business driver and its breakaway new product to the show.
Attendees can meet Zoltán Borsos and László Vass, Co-CEOs and founders; Szimonetta Samu, sales rep; Viktória Füle, finance associate; Shuhui Zhou, HR generalist; and Levente Nagy, developer.
Dartsee's interactive darts let operators tap into the competitive socialising trend
A growing scale-up, Dartsee creates innovative interactive dartboards for bars, hotels, and family entertainment centres worldwide. With hundreds of clients globally, it helps venues increase dwell time and revenue by turning darts into a memorable social experience.
Last Christmas, Dartsee introduced Castle Crushers, a new game that elevates the Dartsee experience by integrating 3D physics, transforming darts into heavy cannonballs that allow players to demolish large medieval castles.
See also: How Dartsee is helping bars & entertainment venues aim high
Digonex - booth #S1714
Digonex, an expert in dynamic pricing solutions that provide visitor attractions with customised and automated systems to drive revenue, will also be exhibiting at IAAPA Expo Europe 2026.
Digonex optimises prices based on booking pace and market signals, helping operators maximise revenue, increase attendance, and improve overall yield through our human-led, AI-assisted copilot approach.
Visitors to the booth can chat with Kelly Degenhart, VP of client success, and can book meetings by email.
Since 2000, Digonex has been a dynamic pricing leader, with a team of PhD-level economists, software developers, and data analysts. Its solutions focus on maintaining attendance, creating repeat customers, and aligning with your organisation's long-term goals.
The company works with operators across the attractions industry, supporting zoos, aquariums, theme parks, museums, gardens, and more to elevate their ticketing strategies.
See also: Dynamic pricing and variable pricing: what’s the real difference for attractions?
Dynamic Creatures
Dynamic Creatures, a robotics company that designs and builds interactive character robots for entertainment and hospitality brands, recently launched, and co-founder Marc Theermann will attend IAAPA Expo Europe 2026.
As detailed above, he will speak in an EDUSession on how animatronics, media, live performers, robotics, AI-driven interaction, and hybrid approaches can create the greatest impact.
Dynamic Creatures co-founders, CEO Marc Theermann and CTO Farbod Farshidian
The company is developing a new type of mobile character that navigates guest environments smoothly, understands interaction context, and responds instantly.
As Boston Dynamics’ official entertainment and hospitality partner, the company is already collaborating with a major theme park and retailer to create personalised, engaging character experiences that leave a lasting impression.
Electrosonic - booth #S837
Electrosonic, a leading international audiovisual and technology services company, is exhibiting as part of the ExperienceUK Pavilion, with Paul Taylor, executive consultant and Matt Cruse, sales consultant, representing the firm.
They will showcase recent entertainment projects, including London's Science Museum, Warner Bros. World Abu Dhabi, and the International Spy Museum. Attendees can email to set up a meeting at the booth.
The new Space gallery at the Science Museum in London
Recent UK projects include designing and building three immersive zones for the UK's Redhills Durham Miners Hall, using projection, audiovisual storytelling, and dynamic displays to explore the history of mining and the people who influenced the region.
ETF Ride Systems - booth #S1218
ETF Ride Systems, a leading ride designer and manufacturer, offers a broad range of ride concepts, from track-bound to trackless vehicles, on land, on water, or above ground, tailored to meet operators' needs.
Its vehicles blend into any environment through theming and decorations that enhance storytelling and guest immersion.
The team will showcase its latest rides and innovations, including the family of trackless vehicles offering flexible routing, scalable capacities, and custom control systems to meet any narrative or spatial requirement.
ETF's Dynamic Mover, one of the products on show at IAAPA Expo Europe 2026
Visitors can explore The Enchanted Greenhouse at Six Flags Qiddiya City, designed and built by a consortium of Jora Vision (creative lead), Alterface and ETF Ride Systems.
They can also learn more about the Multi Dimension Mover concept, as well as the Dynamic Mover: a high-performance ride vehicle featuring omni-directional movement, advanced cabin rotation, optical navigation, and more.
ETF is also celebrating a significant milestone in 2026: its 75th anniversary.
Experience UK - booth #S837
Experience UK will stage its biggest-ever UK Pavilion at IAAPA Expo Europe, bringing together a showcase of British creativity, innovation and expertise.
It will feature 17 showcase partners, with a further 110 individuals joining the Experience UK delegation for IAAPA Expo Europe week, creating a major platform for UK businesses to build relationships and pursue opportunities across the global attractions industry.
Designed by Experience UK members Katapult and built by Illusion Design and Construct, this year’s nature-inspired Pavilion will put a British twist on the show floor, with an open-top red double-decker London bus.
Throughout IAAPA Expo Europe, visitors can engage with UK-based businesses covering every stage of the attractions lifecycle, from creative design and technical delivery to operations and visitor engagement.
The Experience UK booth will include an open-top red double-decker London bus
This year’s showcase partners include Christie, Cinchio, Electrosonic, Katapult, seeper, and more.
Experience UK will welcome a wider delegation of businesses, industry professionals, and other members exhibiting independently across the Expo.
Preceding the Expo on Monday 21 September, Experience UK will host an Experience Talks roundtable at ExCeL London. Experience Talks brings together industry leaders, operators, landlords, investors, place-makers and policymakers to explore the barriers and opportunities shaping the UK Experience Economy.
Later that day, Experience UK hosts its annual IAAPA Expo Europe Opening Night Mixer from 19:00–22:00 at The Lockdown Room, London City Island.
This year, guests will be invited to step into the rabbit hole for an Alice in Wonderland-inspired evening, designed by JR Creative and supported by headline sponsor UCargo, media partner blooloop, and Lodestar, Preloaded, Fever, London & Partners and Katapult.
Gateway Ticketing Systems, Inc. - booth #S3019
Gateway Ticketing Systems, Inc., a leading provider of admission control systems, will highlight Galaxy 8, the latest generation of its integrated visitor attraction management platform, purpose-built for attractions, museums, zoos, aquariums, gardens, and cultural venues.
Visitors will experience how a single platform brings together admissions, online ticketing, memberships, events, retail, food & beverage, reporting and CRM integration to simplify operations and enhance the guest experience.
Gateway's Galaxy 8 platform will be on show at IAAPA Expo Europe 2026
The booth will feature the latest Galaxy Point of Sale terminals alongside a floor-standing self-service kiosk, allowing visitors to explore the technology first-hand and see how Galaxy 8 supports every stage of the visitor journey.
Whether attendees are looking to replace legacy systems, improve operational efficiency or future-proof an attraction with a scalable platform, the team will be on hand throughout IAAPA Expo Europe 2026 to discuss ambitions and demonstrate how Galaxy 8 can help.
Recently, Gateway Ticketing Systems worked with Hersheypark in Pennsylvania to help the attraction handle exceptional demand during its seasonal promotion.
GoPhoto - booth #S4222
GoPhoto, a provider of innovative photography services that allow visitors to capture lasting memories of their experience, will showcase its automated photography solutions, designed to help attractions create memorable guest experiences while generating additional revenue from every visit.
Visitors will also get a first look at the company's new AI Stylist.
Beyond enhancing photo quality and backgrounds, it transforms guest photos into themed creations tailored to the attraction, including matching outfits, settings and visual styles. The result is a more immersive and personal souvenir that guests will want to keep and share.
GoPhoto helps transforming photo into unique themed memories at attractions
Attendees can visit the booth to experience the full process and try the AI Stylist themselves. They can also meet Daniel Duivestein, founder and CEO; Jorrit Simons, COO; and sales team members Matthias Kits, Merlijn Minnema, and Leopold van Oosten.
Visitors can book a meeting with GoPhoto.
Hawthorn & Kent, a UK-based distributor for the events and attractions industry, will join GoPhoto at the booth. It will launch a new feature, adding another layer to its existing photo offering and helping clients expand the guest experience.
Visitors can explore the company's packages feature, which enables clients to custom-build guest retail packages, optimise pricing strategies, and maximise margins.
Attendees can also learn more about recent projects, from the West End debut at Starlight Express to London Zoo. Meetings can be booked with MDs Sean Welsh and Sophie Adams.
Hololabs Studio - booth #N4515
Hololabs Studios, a Canadian creative technology company, is introducing a ticketed, guided, multi-room experience that combines physical sets with mixed reality (MR) and virtual reality (VR).
The team has developed a flexible, walk-through attraction format. Rather than being a single, fixed game, the format is a modular framework designed to accommodate different intellectual properties and thematic skins.
Rendering of the Hololabs Studio booth at IAAPA Expo Europe Image courtesy of Hololabs Studio
The attraction is designed as a ticketed, guided experience that moves groups of guests through three distinct rooms, each representing a different phase of the narrative and physical journey.
The demonstration skin being brought to London is based on Abyss: Vault, Hololabs’ cooperative science-fiction VR experience for two to six players. Guests begin their adventure by walking into a themed, physical show set, styled as the interior of a submarine.
The format is designed to tackle what Hololabs describes as the “three-cornered problem” of location-based entertainment, balancing immersion, capacity and the physical footprint of an attraction.
Holovis - booth #S2031
Holovis, a leading experience designer, will show how it brings technology, engineering and creativity together to transform sensory experiences across the industry.
At the heart of the booth will be Holovis’ own “London i” - a large-scale illuminated landmark designed to provide a central meeting point for visitors looking to connect with the Holovis team.
Visitors can see an Onboard Audio demonstration, highlighting Holovis’ growing Onboard Systems capabilities. The demo will show how precisely engineered audio, specially created content and an immersive audio mix can transform the guest experience within ride vehicles and other moving environments.
Holovis' technology supports the Squid Game Experience
Across the stand’s three LED displays, the team will also be showcasing content highlighting the breadth of Holovis’ capabilities, projects and technologies, from complex show systems integration and immersive AV through to interactive experiences and experiential design.
Members of the Holovis team from across our major disciplines will be on the stand throughout the show, giving visitors the chance to discuss projects, challenges and ideas.
This includes Jon Tozer, VP of strategy; Stuart Edgington, global director of business development; Ben Fry, creative lead; Stuart Baker, project director; and Alex Kunawicz, head of marketing.
Attendees can also meet Matt Dobbs, business development director for 360Golf, to discover how our technology-led competitive socialising experience can help venues increase footfall, dwell time and revenue.
Book a meeting here.
Intamin - booth #S1316
Intamin, a creator of record-breaking amusement rides, is celebrating a series of major new openings worldwide.
Six Flags Qiddiya City in Saudi Arabia officially opened on 31 December 2025. The park showcases three signature Intamin attractions, headlined by Falcons Flight - the world’s tallest, fastest, and longest roller coaster, which is 195 meters tall, reaches 250 km/h, and is 4,325 meters long.
Alongside it, Spitfire features the tallest inversion and a triple LSM launch, while Skywatch, the Intamin Flying Island, offers breathtaking panoramic views from 45 meters above ground.
Riders enjoy Aviktas, Pleasure Beach's new Gyro Swing ride from Intamin Image credit Pleasure Beach
Six Flags New England in the US debuted Quantum Accelerator, a compact yet dynamic family launch coaster featuring 11 airtime moments, and an innovative weld-free train design for enhanced reliability and accessibility.
In May, Blackpool Pleasure Beach officially opened Aviktas, the UK’s tallest Gyro Swing. Aviktas accommodates up to 40 passengers per cycle in suspended seating.
With comfortable restraints that leave the upper body unrestricted, it gives riders the sensation of flying at heights of up to 42 meters, with swings reaching 120 degrees.
Kaiqi Group - booth # S5213
Kaiqi Group, one of China's leading designers and manufacturers of non-powered play and family entertainment solutions, says it looks forward to engaging in in-depth discussions with industry colleagues and exploring further business opportunities.
For over thirty years, it has been dedicated to non-powered amusement rides. Moving forward, the team will continue to be guided by market demand, focusing on designing and developing high-quality indoor and outdoor amusement products to create greater value for customers.
Founded in 1995, Kaiqi Group has dual headquarters in Shanghai and Wenzhou, more than 100,000 square metres of intelligent manufacturing facilities, and products installed in over 120 countries and regions.
KCC Entertainment Design - booth #S3119
Meet the KCC team at IAAPA Expo Europe 2026
BOLTS combines games, attractions, food, beverage, and live entertainment all in one place. It offers adults and groups in the Eastern Province a comprehensive night out in one destination.
The venue combines bowling, digital archery, digital darts, clay shooting, and billiards with social dining and live music. Its design features exposed concrete, neon signs, and statement lighting, creating a space that feels modern, vibrant, and tailored for young adults and groups.
The booth team includes Reinhart Viane, business development director; Veneta Yanyova, business development manager; Yannick Maes, CEO; and members of the design team.
Lagotronics Projects - booth #S1423
Lagotronics Projects, the media-based attractions specialist, is bringing the Gameplay Theatre maquette, designed to demonstrate the ride system's flexibility and modularity. It illustrates the differences between possible sizes, while giving visitors a working top-down look at Ghostly Manor at Paultons Park as a real-world example.
Visitors can even operate the maquette themselves, dispatch vehicles, and get an overview of how the ride works, showing why this award-winning attraction delivers high capacity in a compact footprint.
Join KCC in London, 22-24 Sept, at IAAPA Expo Europe
Ghostly Manor at Paultons Park was named a top-four finalist in the Best New Attraction category of the 2025 IAAPA Brass Ring Awards.
Earlier this year, Lagotronics Projects announced a partnership with Drouwenerzand, a family-friendly theme park in the Netherlands, to realise an interactive GameChanger attraction. With this agreement, Drouwenerzand will be the first theme park in the country to introduce the rotating dark ride concept.
CEO Mark Beumers, CTO Jacco Groen in ’t Wout, sales manager Tom Bouwens, account managers Michael Thiesen and Ralf Holzapfel, and marketing officer Kevin Hendrix will all be present to share insights, discuss projects and answer questions.
Meetings can be booked via email.
LCI Productions - booth #S5249
LCI Productions, a leading multimedia show design and production company, invites visitors to step inside an immersive environment showcasing storytelling, technology and creative design.
Two adjacent 3m LED walls will surround guests with content from some of the company’s latest projects, demonstrating its story-led approach to creating memorable, multisensory experiences.
Featured projects include Windsor Great Park Illuminated, the award-winning festive light trail that combines original storytelling and media with lighting, projection, holograms, and interactive technology.
LCI’s work on the 2.2km experience has brought together creative design, original IPI and AV technology to immerse visitors in a connected narrative throughout the historic park.
The Symbio 360-degree water screen show at Ocean Park Hong Kong
The showcase will also highlight LCI’s extensive experience in large-scale water and light shows, including its work at Ocean Park Hong Kong, where LCI delivered the creative and technical production for Symbio, a 360-degree water screen spectacular combining projection, fountains, lighting, fire and music.
The company has also delivered major water show projects at the Stavros Niarchos Foundation Cultural Center in Athens and Ocean Flower Island in China, demonstrating how water can become a powerful storytelling medium in its own right.
The team will also showcase its growing international portfolio, including its recently announced partnership with UCC Infratech in Bangladesh. LCI will design and deliver a series of immersive dark ride theatre experiences featuring wraparound projection, high-resolution media, spatial audio and environmental effects including wind and scent.
Rob Paul, design director, will be present, and meetings can be booked by email.
Leisure Expert Group - booth #S4513
Leisure Expert Group, a leading experience design company, will also exhibit at IAAPA Expo Europe 2026.
Its latest projects include the opening of Valgard in Paultons Park and design work for the new DC super-villain stunt show in Parque Warner Madrid.
Trade show booth for Leisure Expert Group at IAAPA Expo 2025
The team is currently working on a major project, Episodia, in collaboration with Momentum Leisure, and will announce more details during a press conference on Wednesday 23 September at 11:00 a.m. Together with Momentum Leisure, the team will unveil more about Episodia and show a fly-through video of the fully rendered 3D model.
At the booth will be Marjolein van de Stolpe, CEO; John Ruisch, creative director; Jan Simons, sales director; Paul Nelissen, show director; Reinout Fonk, sales coordinator; Michael de Vriend, show creative; Jim Kitting Olivier, show creative; and Job Bon, director for props.
Attendees can book meetings in advance through the IAAPA Connect+ app or through email.
Martin & Vleminckx - booth #4501
Martin & Vleminckx (MV Rides), a leader in the design, manufacturing, fabrication, and installation of attractions, will showcase a selection of its most distinctive attractions, highlighting innovative approaches to thrill ride design and guest engagement.
Featured attractions include the G-Storm, a dynamic ride that combines high-thrill motion with strong visual impact; Unicoaster 2.0, an interactive coaster featuring patented rider-controlled rotating seats; and the Polercoaster, a vertical coaster concept designed to deliver an intense ride experience within a compact footprint.
Concept art for a Unicoaster 2.0 installation from MV Rides
As parks continue to seek new ways to differentiate themselves and create memorable guest experiences, Martin & Vleminckx remains focused on developing attractions that blend creativity, engineering expertise, and operational flexibility.
The company's portfolio helps operators maximise the potential of their available space while offering unique experiences that stand out in today's competitive leisure market.
Visitors are invited to meet with the Martin & Vleminckx team to discuss upcoming projects and explore new possibilities for attraction development. Meetings can be booked by email.
Painting with Light - booth #S4230
Painting with Light (PWL), a lighting and multimedia expert, will debut Illumiware at IAAPA Expo Europe 2026, featuring the IllumiSphere, a 360-degree holographic LED display, on the booth, alongside the IllumiTree, a 3.5-metre-tall visual installation.
Both combine digital content with physical environments, offering attractions new ways to change a space without completely reworking it.
Illumisphere offers 360° holographic light experiences.
Illumiware draws on the firm's experience in lighting, video and immersive design. The new product brand focuses on making the visual technologies used in immersive environments more accessible, with a range of robust, standardised hardware designed to work with changing digital content.
Earlier this year, PWL celebrated the grand opening of Rose’s Mystery House, a unique immersive entertainment venue in Bucharest, Romania.
project: syntropy - booth #S2743
project: syntropy, a creator of technology and display solutions for dome cinemas and immersive attractions, is making its European trade-show debut at IAAPA Expo Europe 2026 in London.
As the technical backbone behind creative studios and ride suppliers, the company engineers the AV, control and interactive systems that bring media-based attractions to life: dome experiences, dark rides, immersive dining and interactive environments.
Qin Palace Flying Theatre Fulldome
Its roots are in the training and simulation industry, where it builds pilot training simulators and other mission-critical systems. It applies the same engineering discipline to attractions, where reliability and uptime matter too.
At the booth, the team will show a live exhibit of its AV capabilities and be on hand to discuss recent projects and how we support partners from concept through installation and commissioning.
Attendees can meet Giulia Barbero, Asia & Middle East commercial director; Christoph Bode, CTO; Juliane Neumann; and Sven Fischer, senior AV designer
ProSlide - booth #S2522
ProSlide Technology Inc., an industry leader in water ride manufacturing and design, will highlight recent projects, including Aquamania Jungle Park at Rixos Radamis Sharm El Sheikh, which opened in 2026 with a fully integrated collection of ProSlide water rides.
The 35,000-square-metre water park has 28 attractions, including MENA’s first HIVE 20 features and SwitchBACK experiences, a RallyRACER, and a RocketBLAST Water Coaster. The park offers high-energy rides, family activities, and children’s play areas, expanding ProSlide’s presence in the Middle East’s resort and leisure market.
Aquópolis Villanueva de la Cañada opened Kilauea in June 2026, introducing Europe's first ProSlide RocketBLAST Water Coaster. Part of the 4,682-square-metre Mana Nui expansion, the nearly 180-metre attraction reaches 35 km/h and features five RocketBLAST sections and three FlyingSAUCER elements.
Aquopolis' new RocketBLAST water coaster from ProSlide
A low-to-grade FlatBLAST launch accelerates four-person vehicles from 0 to over 30 km/h in seconds, with viewing windows for spectators. It is Aquópolis’ most ambitious addition, building on ProSlide’s partnership with Parques Reunidos.
Elsewhere, PortAventura World launched Coral Bay at Caribe Aquatic Park in August 2026, with ProSlide-exclusive attractions for kids and families. It features two firsts: the world’s first HIVE 6, bringing body sliding to ProSlide’s HIVE line, and Europe’s first ProSlide KIDZ Coaster with a TORNADO 24 finish.
Coral Bay also has a KIDZ Adventure Tower with a FlyingSAUCER 8, KIDZ TWISTER, two-lane Body RallyRACER, and a Spray Park.
ProSlide expanded its HIVE product family with the global debut of HIVE 6 at PortAventura World’s Caribe Aquatic Park in Spain, introducing the HIVE experience to body sliding for the first time. HIVE 6 joins HIVE 20 for tubing and HIVE 35 for family rafting, extending the HIVE ride experience across three categories.
In a press conference on Tuesday 22 September at 12:50 p.m, ProSlide will unveil an exclusive look at a new project arriving this year. The announcement will feature representatives from both organisations, discussing the vision for one of Europe’s highly anticipated water park additions.
A large team will be in attendance, and meetings can be booked here.
Robobike - booth #S146
Robobike, a UK-based creator of immersive motorbike racing simulators for entertainment and leisure venues, will present the world's first 3-Axis 4D motorbike-themed simcade, a leisure experience for the competitive socialising industry, for ages 8-80.
Designed, engineered and manufactured in the UK, Robobike's products combine physical movement, racing simulation and connected competition to create an attraction that sits somewhere between a simulator, an arcade experience and competitive social entertainment.
Robobike uses a multi-axis motion platform so visitors can feel like they are actually riding
Rather than relying on visuals alone, Robobike uses a multi-axis motion platform to recreate the physical sensations of riding. The system responds to acceleration, braking, cornering and changes in the track, while haptic feedback recreates engine vibration and road texture.
Wind simulation increases with speed, and synchronised visual and audio elements help create a more convincing racing environment.
Visitors to the booth can meet Simon Fox, co-founder & CEO; Tom Clark, co-founder & chief engineer; Julie Boult, finance director; consultants Martin Burlin, Jonathan Waspe and Charlotte Horton; as well as production managers and games developers.
ROE Visual
ROE Visual, a manufacturer of premium LED display systems serving the global entertainment, attractions, broadcast and corporate AV industries, is a sponsor of IAAPA Expo Europe 2026.
The show's key application areas — including theme parks, immersive experiences, and theatre — align closely with the vertical markets that the firm is actively focusing on for its Display Solutions business.
This year's Opening Reception is being held at ABBA Voyage, a venue that uses ROE products, allowing the team to showcase its solutions in a real-world setting.
For attraction designers, Vanish Acoustics removes the need to choose between high visual clarity and precise sound localisation
The company will bring its latest fixed-install transparent acoustic product, Vanish Acoustic, to showcase during the networking session.
Vanish Acoustics was created to address the long-standing challenge of integrating visual displays with spatial audio or sound localisation. It ensures excellent sound transmission through a compact 2.6mm pixel pitch.
RWS Global - booth #S837
RWS Global, a leading producer of live experiences, will showcase its growing footprint at IAAPA Expo Europe with significant momentum across its UK and European operations.
The company’s projects elevate the guest experience across theme parks, cruise lines, major sporting events, theatrical productions, zoos, museums, branded attractions and more.
RWS Global’s participation in IAAPA Europe reflects the company’s investment in the UK market, anchored by the January 2027 opening of a new 3,750-meter production facility and global headquarters in Milton Keynes.
RWS Global's presence at the Experience UK Pavilion will highlight the company's role in delivering world-class live moments, from attraction entertainment and cruise programming to theatrical casting and major sporting events.
Character performance at Legoland Windsor Resort
In 2026, the company is delivering experiences at destinations worldwide, including Legoland Windsor Resort, Legoland California Resort, Legoland Florida Resort, Legoland New York Resort, Alton Towers, Chessington World of Adventures, Santa’s Village, Story Land, Hersheypark, Thorpe Park, Heide Park, and Wild Adventures.
RWS Global has also launched guest programming and activations for Sani/Ikos resorts and is currently developing Halloween and holiday experiences for attractions worldwide.
On the sports production side, the team worked on nearly 200 live match events this summer.
At sea, the company recently launched a reimagined fleetwide entertainment program for Fred. Olsen Cruise Lines created the new family character Finni for Mein Schiff and secured a partnership to provide stage entertainment for Color Line.
RWS Global also continues to deliver entertainment for Azamara, Marella, Holland America Line, MSC Cruises, Cunard, and P&O Cruises, with several new show packages installed this year across the fleets.
To schedule a meeting with RWS Global at IAAPA Europe, visitors can get in touch by email.
Semnox Solutions - booth #S3723
Semnox Solutions, a technology provider for the entertainment and amusement industry, will showcase KwickFun, a mobile operations platform that is changing how attractions think about their operational infrastructure.
Traditionally, admissions, access control, payments and guest services have depended on fixed readers, gates, terminals and service counters.
KwickFun moves these capabilities onto a single rugged mobile device, allowing staff to deliver services wherever guests are and enabling operators to dynamically deploy resources where demand exists.
More than simply making existing operations mobile, KwickFun shifts operations from infrastructure-centric to guest-centric.
Operators can respond faster to peak demand, temporary attractions and changing venue layouts without continually adding fixed infrastructure, while reducing infrastructure dependency and creating new opportunities for mobile revenue and guest engagement.
Attendees can learn how this new operating model can help attractions become more agile, scalable and guest-focused.
Severn Lamb - booth #S1416
Severn Lamb, a leader in the manufacture and supply of leisure, resort and amusement transport, will exhibit its newly expanded range of electric transport solutions, led by the Solar Shuttle.
This electric vehicle can seat 12–24 passengers and combines lightweight engineering, roof-integrated solar panels, and smart fleet technology.
Created as a practical, scalable, zero-emission transport product, the Solar Shuttle presents a way to instantly reduce environmental impact while ensuring an outstanding visitor experience.
The Solar Shuttle brings together lightweight engineering, roof-integrated solar panels, and smart fleet technology
The electric battery system is supplemented by the vehicle’s integrated solar panels. This reduces reliance on grid charging, extends range and lowers operating costs.
The Solar Shuttle was one of three new electric road trams launched in September last year. It was accompanied by the ShuttlePro XL and 9000ST Series.
The team also highlight new Compact Mobility and Utility EVs, designed to support efficient and sustainable transportation across both front-of-house guest services and essential back-of-house operations.
Patrick Lamb, managing director, and Jack Tunstall, project sales engineer, will attend, and meetings can be booked via email.
Storyland Studios
Storyland Studios, a global experience design and strategy firm, is attending IAAPA Expo Europe with two speaking sessions and a full team on the floor.
For Sustainability Day on 21 September, Marie Rayner, director of project development & sustainability lead, will join Vero Celis from Valumia for a presentation titled The Sustainable Experience Lab: Build a Park Under Pressure.
Mel McGowan, Marie Rayner, and more Storyland Studios team members will be in London for IAAPA Expo Europe 2026
As detailed above, on Wednesday 23 September, Mel McGowan and Rayner will present a session on measuring sustainability impacts with Puy du Fou's David Nouaille.
The team at the show will include McGowan and Rayner, alongside Sean Featonby, director of business development; Adam Booth, project director; Jonathan Bonner, project director; Rebecca Allday, junior concept designer; and Lindsay Bradshaw, project development associate.
Attendees can book meetings via email.
Sub Sea Systems - booth #S2627
Sub Sea Systems, Inc. (SSS), a company specialising in immersive, memorable, hands-on encounters that educate through entertainment, will showcase SeaTREK, Adapted SeaTREK, DIVE BELL, Aquaticar, and SolarCat.
The team will also present a new product, Bubble Pulse Gun (BPG), which shoots high-speed O-ring bubbles for underwater play and skill-based play.
Underwater adventure with the new Bubble Pulse Gun from Sub Sea Systems
The official launch of the world’s first Aquaticar underwater adventure ride took place earlier this year at Aquarabia, Qiddiya City. The unique storytelling adventure ride, Aquaticar: Legend of the Glowing Guardian, welcomed its first visitors on 23 April.
The TÜV SÜD Certified Aquaticar ride system takes guests on an underwater journey to a lost city featuring mythical creatures, colourful effects, and immersive storytelling. Guests drive submersible vehicles powered by the patented Bubble Engine. The system uses air released from the track as cars pass over to propel the vehicles through the experience.
Attendees can meet with Jim Mayfield, president & CEO; Hannah de Bie, VP of marketing & communications; and Ad van Tuijl, regional director EMEA.
Themics Philippines, Inc. - booth #S2119
Themics Philippines Inc., an internationally recognised theming and fabrication company, will highlight recent projects including Spindeln at Gröna Lund, Aviktas at Pleasure Beach Resort, Funtasia at Pirates' Cove Waterpark, Maui's Peak at Tier- und Freizeitpark Thüle, maze theming at Mikkelparken, and IP characters at Avonturenpark de Tovertuin.
The team also worked on Valgard, the new Viking-themed land at the UK's Paultons Park.
The Themics booth at a previous IAAPA trade show
Themics was responsible for transforming the creative vision into a complete environment, including attraction marquees, thematic props, detailed sculptures, and numerous animatronics throughout the land.
The firm created a variety of wooden themed scenic elements, including a fully handcrafted shattered Viking boat that was built, painted, and aged in-house. It also installed and integrated over fifteen animatronics and animated props throughout the park.
Carlo Görtjes, CEO; Han Kuijpers, business development director; Robert Eggenkamp, business developer EMEA; Detlef Tessmer, sales representative D-A-CH; Tash Wells, representative North America; and Cheeriz Paz, account manager APAC will all be present at IAAPA Expo Europe 2026.
Attendees are welcome to schedule a meeting here.
ThisPlays International - booth #N4923
ThisPlays International, a leading provider of photo booths for attractions, zoos, aquariums and shopping centres, will bring two fully customised photo booths, including its latest AI experiences.
The company focuses on creating on-brand guest experiences while generating significant additional revenue for leisure venues through its revenue-share model.
Custom photo booths are available from from ThisPlays with a unique revneue share model
Over the past few months, it has completed a wide range of new installations across Europe, including projects for theme parks, zoos, cinemas and indoor leisure destinations. It is now approaching 300 installations across 12 countries.
Attendees can meet founder and owner Mark van der Weide, alongside Ivonne Toonen, Wouter Sengers, and Yordi Van Dijk. Meetings can be arranged by email.
Valo Motion - booth #S2502
Valo Motion, a pioneer in combining interactive technology with physical activities, will introduce new product, Groundfall. Visitors can play it live, alongside ValoJump air.
The team will share the full story behind the product and the company's tenth year during a press conference at the booth on Tuesday 22 September at 3:20 p.m.
Groundfall is a dedicated mixed-reality game built around the "floor is lava" concept that became the most-played experience across ValoArena installations worldwide, drawing more than 200 million views, 15 million likes, over a million saves, and 40,000 comments on social media before Valo Motion built it into a product of its own.
It comes in 19 configurations, hosting 4 to 10 players at a time, with a throughput potential of up to 200 players an hour at full capacity at its largest configuration, and the first installations are already live in Finland, Germany, Spain, and the USA.
ValoBoard uses Valo Motion’s full-body tracking system for an immersive board sports experience
The team will also launch ValoBoard, a multiplayer mixed-reality board attraction that makes the fantasy of board sports approachable.
Guests step onto a tilt board, and ValoVision, Valo Motion’s proprietary full-body-tracking technology, places them inside the game world on the screens in front of them. They shift their weight to steer, lean to aim, and jump to dodge obstacles, with their movements captured in real time.
Instead of controlling an on-screen avatar, players see themselves as the game character, making them part of the digital world. Up to two guests can play together, while friends and bystanders watch them in action.
Vekoma Rides - booth #S4316
Vekoma Rides, the Dutch roller coaster specialist, is celebrating its 100th anniversary this year.
2026 has already seen the opening of several new family coasters across Europe, including the custom-designed Family Coaster Konect at Särkänniemi in Finland, Kalypso Family Coaster Wild West Coaster at Winnoland, and two bespoke Family Boomerangs in France: Fireline Redwood at Fraispertuis City and Valkyrie at Parc Festyland.
Most recently, Betty's Beerchen Boomerang welcomed its first riders at Karls Erlebnis-Dorf in Döbeln, Germany.
Vekoma's Betty's Beerchen Boomerang at Karls Erlebnis-Dorf
Visitors to IAAPA Expo Europe 2026 can discover the latest additions to Vekoma's growing portfolio.
The company will unveil two major new attraction concepts together with its partners. On 22 September at 10.20 am, Vekoma and Efteling will reveal a family attraction introducing a new ride experience to the industry.
Later that day, at 2.50 pm, Vekoma, Gröna Lund, and Jora Vision will present a new dark ride concept that reimagines interactive family entertainment.
Earlier this year, Vekoma and PortAventura World joined forces to launch WeRiseUp, a new independent company spun off from PortAventura World's digital innovation unit, Adventure Labs.
Viewpoint Videos - booth #S3028
Earlier this year, the company shared details of how its partnership with the chain of Zip World outdoor adventure parks has helped grow and protect ancillary revenue during a challenging year for the global attractions industry.
The Viewpoint Video system can be found on zip lines, alpine coasters, amusement rides, driving experiences and more
Viewpoint's souvenir video systems at Zip World have recorded hundreds of thousands of guest ride videos across various attractions. The Viewpoint system turns high-adrenaline experiences into premium digital souvenirs, delivered to guests within seconds after their ride, without affecting throughput or staffing.
Simon Nicholson, head of sales, and Oliver Fox, sales manager, will be at the booth. Meetings can be arranged by email or through the IAAPA Connect+ app.
Vivaticket - booth #S1722
Vivaticket, a leading ticketing and access control solution provider, specialises in delivering integrated solutions to enhance the overall visitor experience. By supporting attractions and entertainment venues of all sizes, the company helps operators streamline processes, increase efficiency, and deliver exceptional visitor experiences.
Serving a diverse range of destinations, including theme parks, zoos, water parks and leisure attractions, Vivaticket offers a comprehensive portfolio of solutions, from advanced ticketing and access control systems to queue management and digital engagement tools.
Ticket scanning at events is made easier by Vivaticket
At the Vivaticket booth, visitors can explore live demonstrations of the platform and discover the company’s latest innovations, including its cashless 2.0 solution, facial recognition technology, dynamic QR codes, and dynamic pricing.
Recent projects include Herschend Family expansion from 8 to 19 theme parks in the USA, Sky Dive Dubai, x-Dubai, and Deep Dive Dubai in the UAE, and Janat Dilmun in Bahrain.
Earlier this year, Real Betis Balompié also named Vivaticket as its official and exclusive technology partner for ticketing, in an agreement that extends through the next seven seasons.
Davide Camaiora. managing director, and Alessia Milanese, chief of fairs and leisure markets will be in attendance, and visitors can connect via email or through the IAAPA Connect+ app.
XOrdinary - booth #N4714
XOrdinary by Crucial FX, a UK-based creative studio, will showcase a mix of new technology, demos and recent project work at its first IAAPA Expo Europe stand.
This will include XOrdinary Shift, an intelligent experience engine for attractions, with an interactive demo that lets visitors explore how attractions can respond to guests and changing conditions in real time. The team will also be sharing a first look at Prism, XOrdinary’s remote monitoring platform, alongside a spatial audio demo developed in our dedicated 3D audio studio.
The XOrdinary team worked with Alton Towers on the new Bluey attraction
XOrdinary recently worked on Bluey The Ride: Here Come The Grannies! at Alton Towers Resort, where the team designed and integrated the audio, lighting, and media systems, introducing some of the responsive thinking behind the technology that the firm will be showing at IAAPA.
See also: Collapsing the creative–technical divide in visitor attractions
Directors Mark Rivkin and Lorna Jones will attend, alongside Emma Bashford, strategic partnerships lead; Sam Young, head of projects; and Phoebe Jones, marketing manager. Click here to book time with the team.
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