Katapult, the international guest experience design agency, together with the University of Birmingham and Drayton Manor Resort, has announced a world-first research partnership to decode neurodivergent visitor experiences.

Millions of families worldwide enjoy visiting theme parks. However, for neurodivergent individuals, who represent around 20% of the global population, the unpredictability of the crowds and experiences can transform what should be a magical experience into a stressful challenge.

Until now, accessibility in the industry has largely focused on physical mobility. This project, titled Neuroinclusion within Themed Attractions, shifts the focus to the psychological and sensory experiences.

This project marks the first in-depth academic study of how neurodivergent people—including those with autism, ADHD, dyspraxia, and sensory processing differences—think, feel, and navigate in high-stimulation environments.

A framework for attractions

PhD student Hayley Green has already been appointed by the partnership. Green, who is neurodivergent, will lead the four-year research project funded by Centre-UB. She will be supported by Dr Cathy Manning and Professors Sophie Hadfield-Hill and Peter Kraftl.

A key output of the research is the publication of a new blueprint for the sector, ensuring that neurodiversity is prioritised in all new-build and retrofit experiences in theme parks and attractions.

"Often initiatives to include neurodivergent people involve reducing the sensory input, but we need to make sure that we don’t take away the fun," says Manning.

"This research is about moving beyond anecdotal evidence to gather reliable data about what helps neurodivergent people enjoy themed attractions."

Robbie Jones, insights director at Katapult, says: "We’re thrilled to be leading this research into neurodivergence within the leisure industry - a topic we are deeply passionate about here at Katapult.

"As well as helping us and the industry to create greater guest experiences, we want to unlock the magic for more neurodivergent guests to enjoy the places we design.

"This collaboration allows us to move past assumptions and design with true empathy, backed by data. We believe this research will become the new gold standard for the global attractions industry."

"We’re delighted to continue our learning of how we can make the best days out for our guests, including those from the neurodivergent community," says Ollie Carr, deputy general manager at Drayton Manor Resort.

"We’re proud to be partnering with the University of Birmingham and Katapult to both understand and implement this groundbreaking study."

It is anticipated that the research findings will be published in 2029, with the goal of providing a public framework for attraction operators across the globe.

Last month, Katapult announced the publication of the Leisure & Attraction Trends 2030: Validation Report, which reveals that the gap between visitor expectations and experience is widening, with joy lacking for many visitors.