Under the 2026 theme Designing Tomorrow’s Experiences, the event will gather innovators from the creative, cultural, and commercial sectors.
The focus will be on exploring how experiences influence engagement, generate value, and shape the future of connection and transformation.
Expert speakers
The day starts with a keynote from Sir Chris Bryant, minister of state for trade policy, who will explore how government strategy, trade policy, and innovation connect with the experience economy, providing insights into the future of visitor attractions, immersive experiences, and culture-driven growth throughout the UK.
After the keynote, senior leaders from companies such as Fever, Merlin Entertainments, Barbican Immersive, Wake The Tiger, and Unibail-Rodamco-Westfield will discuss the balance between creative ambition and commercial strategy in developing new experiences.
These conversations are expected to reveal how partnerships, intellectual property, and business models influence the experiences audiences desire.
In the afternoon, delegates will learn about major upcoming projects in the theme park, attractions, museum, and heritage sectors. Talks by Natalia Vartapetova of AEA Consulting and Yael Coifman of Leisure Development Partners (LDP) will cover emerging trends, investment focuses, and future directions for large-scale experience projects.
These perspectives will be enhanced by sessions featuring Angus Murray, director and CEO of London Tunnels, and David Nouaille, director of development at Puy du Fou. They will provide firsthand insights into transformative projects shaping the UK's experience economy.
Attendees will get an exclusive behind-the-scenes look at major developments, exploring the opportunities, challenges, and needs behind these landmark schemes.
The afternoon program also includes Natalia Bakhlina, partner at LDP, as well as sessions from the Science Museum Group and Leeds Castle. These sessions explore how creativity, data, and technology are used in real-world contexts to transform engagement, commerce, and culture.
Evening mixer at the Science Museum
The conference will end with a special evening mixer at the Power Up gallery, offering delegates a chance to connect in a relaxed, interactive setting amidst iconic video games and consoles from the last 50 years. This provides an opportunity to network, collaborate, and enjoy gaming in one of London’s most inspiring cultural venues.
Ian Clappison, CEO of Experience UK, says: "This year’s programme brings together some of the most influential voices in the Experience Economy under one roof. InnovateX is a space to share ideas, gain insight, and spark new approaches that will drive innovation across the sector.
"We’re really looking forward to celebrating creativity, technology, and the people shaping tomorrow’s experiences."
The full programme is available here.
