It’s been a big year for IAAPA, the global association for the attractions industry. As the industry regained its strength after the upheaval of the previous few years, the association welcomed a new president and CEO, returned to Asia for its first trade show in the region since 2019, and introduced a range of new initiatives designed to connect attractions professionals across the globe and help them get the best from their IAAPA membership.
Now, ahead of September’s IAAPA Expo Europe in Vienna, Austria, blooloop speaks to Jakob Wahl, president and CEO of IAAPA, Peter van der Schans, vice president and executive director of the IAAPA Europe, Middle East, and Africa (EMEA) region, and Joey Zhang, senior director of IAAPA’s China Office.
Together, they reflect on some of the highlights of 2023 so far, introduce some new events and programmes, and tease some key moments of the upcoming IAAPA Expo and IAAPA Expo Europe events, as well as setting out some of the association’s goals moving forward.
IAAPA evolves under new leadership
Jakob Wahl took on his new role on 1 Jan 2023. He first joined IAAPA in 2009 as the programme manager for Europe before serving as head of communications and manager of special initiatives for Germany’s Europa-Park from 2013. In 2017, Wahl re-joined the IAAPA team as vice president and executive director of IAAPA EMEA, and in November 2021, he moved into to the role of executive vice president and chief operations officer of the association, relocating to Orlando.
Reflecting on his first eight months at the helm, he says:
“It has been a great journey. I’m working with a great team, working for a wonderful association with many amazing members throughout the world. We have a very focused chairman this year in Jim Pattison, and I have benefited from the good work of my predecessors, which has put IAAPA in a very solid position.
“Now, my goal is to build upon this solid foundation, to be dynamic and to develop our association in a way that we have the same relevance for our members in five years.”
One of his aims is to put membership at the forefront, he adds:
“Sometimes IAAPA is thought of as a tradeshow organiser, but we also offer services 365 days a year as a membership association. I want to make sure that everything we do here is of relevance to our members because, ultimately, we work on behalf of our members.
“We are developing the strategic goals and shaping IAAPA to be the voice of the industry and to be a leader in the industry for years to come. We want to put the focus on safety and sustainability, and to further develop our events and our services for the members, to ensure they fully benefit from their membership.”
New Trade Summit events
One of the newest offerings from IAAPA, developed to bring those member benefits, is the new Trade Summit series of events. The association held its first Middle East and North American Trade Summits in March 2023. This development was a direct result of consulting with members, says Wahl:
“We had the feedback that members want to connect more on a regional level. The goal of the Trade Summits is to connect members more regionally and to give them the opportunity to inspire each other, to learn from each other and to network with each other.
“Ultimately, that’s our job as an association, to bring people together. Even if it’s not trade show size, these events show how important it is for people to meet with each other, to see some super inspiring attractions and to learn from those venues and to also learn about new products and hear inspiring speeches.”
Reflecting on the Middle East Trade Summit, Van der Schans adds:
“It was almost like a small Expo in Saudi Arabia. Everyone had the same booth setup and didn’t have to invest a lot of money to be present, which made it accessible for new players or people who are looking to explore the option of expanding into Saudi Arabia.
“Saudi is a huge emerging market and they’re very keen to learn, so we had an extensive education programme with over 30 speakers, as well as educational tours. It was our first event in Saudi Arabia and there are so many exciting projects going on in the Kingdom, so I certainly don’t think that will be our last.”
A triumphant return for IAAPA Expo Asia
IAAPA’s three main Expo events are, however, the undisputed highlight of the calendar, and the big news this year was the in-person return of IAAPA Expo Asia, which took place in Singapore.
“We couldn’t host IAAPA Expo Asia for four years, and I must give credit to the team and to the committee members in the region because they went through so many cancellations, negotiations, and location changes,” says Wahl.
“Ultimately, it was super exciting for us to be able to bring together the industry again in the region. It was a solid show and we had great support from our members, from exhibitors, from sponsors, and from local supporters. Everyone was so happy to be able to meet face to face again in the region.”
Zhang says that the return of IAAPA Expo Asia was a significant milestone for the region:
“It signified the industry’s resilience and marked a crucial step towards recovery and revitalisation. The event provided a platform for industry professionals to come together, reconnect, and engage in meaningful discussions and collaborations. It instilled a sense of optimism and confidence in the region, showcasing that the attractions industry in Asia is bouncing back and ready to thrive once again.”
Making new connections with the Hosted Buying Program
One of IAAPA’s newest innovations, the Hosted Buyer Program, was launched for IAAPA Expo Asia 2023. This saw IAAPA hosting new buyers from across the globe, enabling them to connect with exhibitors and IAAPA members at the show during pre-arranged appointments.
“This new initiative is designed to bring new businesses to the mix, create new business opportunities for our exhibitors and introduce new companies to IAAPA,” explains Wahl. “In our core markets of amusement parks, theme parks, water parks, zoos, etc., people know us. But we want to reach out to developers who might not know us yet and bring them to the tradeshow floor to see products that they can invest in. In bringing new people to our industry, both sides benefit.”
The increasingly blurred lines between different entertainment sectors mean that there are now more opportunities to bring more people in, he adds:
“The different sectors are not so distinct now. If you look at the participants from our events, yes, we have amusement parks, we have theme parks, we have some zoos, we have water parks, but then you also see operators of music festivals, ski resorts, resort developments, cinemas, FECs…it’s a very broad mix.
“When we bring the whole industry together, we can all benefit from each other. There are many new businesses out there which have a home within our industry.”
Zhang says that this successful initiative facilitated meaningful connections between exhibitors and qualified buyers, paving the way for fruitful business collaborations:
“Selected buyers were provided with personalised itineraries and exclusive access to key industry players, ensuring focused and efficient networking opportunities. We are excited that the hosted buyer program will also be featured at IAAPA Expo Europe 2023 and IAAPA Expo 2023.”
Highlights from IAAPA Expo Asia 2023
Talking about some of the highlights from the Expo in Singapore, Zhang adds:
“The event featured high-attendance education programs, including insightful presentations, seminars, and panel discussions on emerging technology, sustainability, safety, and operational best practices. Attendees were thrilled to engage in face-to-face networking, reconnect with industry peers, and explore potential partnerships.”
“The live demonstrations and showcases of innovative products and services received exceptional feedback. Additionally, the EDUTours at Universal Studios Singapore, Jewel Changi Airport, Mandai Bird Paradise, and Around the World in Eighty Days by ANDSOFORTH were all sold-out events, further highlighting the excitement and positive response from members and attendees.”
Wahl says: “It was wonderful to see that the education sessions were always full, and walking the tradeshow floor there were some large and impressive booths. We also had a wonderful opening reception at Universal Singapore. It was a good week, and a very important step for us, and for our members in the region.
“We are already looking forward to working on next year’s event in Bangkok.”
Attractions in Asia
Giving a snapshot of the state of the attractions industry in Asia, post-pandemic, Zhang says that it is currently experiencing a dynamic and transformative phase:
“There is a growing focus on immersive experiences, technology integration, and sustainability. The region is witnessing a surge in the development of innovative attractions, themed entertainment, and cultural experiences. It is essential for professionals to stay connected with IAAPA to stay ahead of the curve. IAAPA provides a global network of industry leaders, access to cutting-edge research and insights, and a platform for collaboration and knowledge exchange.”
Regional members also had the chance to take part in an engaging IAAPA APAC Summit in Vietnam in August. Highlights included tours of Sun World Ba Na Hills and VinWonders Nam Hoi An, educational sessions on immersive shows, workforce management, safety protocols, OpenAI’s potential in the industry, and the benefits of accessibility.
“The summit offers networking opportunities with industry professionals and aims to provide valuable insights and strategies for navigating the attractions industry in the Asia-Pacific region,” says Zhang.
Connect+
While in-person events are firmly back on the calendar, we have all learned lessons and gained some valuable tools from the virtual-only era. For example, IAAPA now offers its Connect+ app to enhance the in-person experience at events, giving members more chances to connect.
Talking about this expanded member journey, Wahl says it echoes the expansion of the visitor journey at today’s parks and attractions:
“Previously, with a park visit for example, you went there in the morning, you enjoyed the day and then you left, and that was it. Now, the experience is much longer – you can pre-plan your trip so you’re excited beforehand, you can play some games, you can download the app, and then you’re able to stay in touch afterwards as well. And a trade show experience is similar. It is not only about those days of trade show anymore; we also want to extend the experience so that members can connect before and after the show.”
Essentially, Connect+ is one place where attendees can go to learn everything about the show:
“They can get to know the map, the exhibitors, the speakers. They can explore the programme and communicate with other attendees and exhibitors. Just in 2022, we have made around 2200 connections. Again, our mission is to bring people together and I think this is where the app comes perfectly into play by offering a digital solution for people to talk to each other and network.
“Plus, it’s more sustainable – we don’t need to print the onsite guides or maps anymore because everything is at people’s fingertips.”
Education and training with IAAPA
Aside from the regular Summits and Expos, IAAPA also runs educational and training programmes. One recent announcement was the creation of the new Pre-Approved Provider Program. This scheme works to build links between educational providers and the attractions sector, supporting ongoing training and development opportunities for professionals working in this field.
“This is designed to connect academic institutions and training organisations that offer educational courses to the global market of attraction professionals,” explains Wahl. “Again, it’s about bringing people together.
“We think that education and professional development is key. It’s very important to bring new people to this industry and to train them, but it’s also important to help our people grow and this is why we are intensifying our efforts in this area. We have a great learning management system online where we have plenty of courses, but we want to build upon that because educating our members and helping them to professionally develop is super important, all year round, not only at expos.”
IAAPA Expo Europe 2023
The next big highlight will be IAAPA Expo Europe, which this year takes place in Vienna, Austria, from 25 – 28 September, bringing attractions professionals in the EMEA region together.
“IAAPA Expo Europe is the leading leisure event in Europe, where we bring together the industry,” says Van der Schans. “Last year in London, we had over 11,000 attendees, and this year we expect more. There will be over 600 exhibitors presenting their new products and new innovations. Meanwhile, we also have an extensive education programme.
“Vienna is a wonderful city; there is a lot of culture. It’s also ideally located to connect Western and Eastern Europe, so it’s very accessible.”
Outlining some of the highlights from this year’s IAAPA Expo Europe agenda, he says:
“First of all, we always dive into the trends to see what’s going on this year in the industry, looking at what’s new and what’s special but also what are some of the challenges the industry is facing.
“This year, for the first time in Expo Europe history, we will have an Innovation Stage on the show floor, with short, high-energy sessions happening throughout the conference where they are easily accessible. It should be very lively and I’m excited to see it in action.
“With the opening ceremony, we’re going to do it a little differently this year so it will be more high-energy and fast-paced. It’s going to be an exciting way to start the Expo.”
Exploring important topics
As with previous years, IAAPA Expo Europe is an opportunity to explore the topics that are most important to members.
“We always have the Sustainability Day on Monday, which is not only about environmental sustainability but also social and financial sustainability,” says Van der Schans. “We know that the industry wants to improve here, and we do see a lot of movement going on and a lot of a lot of improvements. But more new legislation is coming towards us, and we must adapt, so we also try to inform our members about new issues that they need to be aware of.”
“It’s a very important topic that we all must deal with, but I think everyone wants to be as sustainable as possible.”
There will also be an addition to the annual Safety Day, he adds:
“We have a Safety Corner this year too, where we will always have someone present from the Safety Committee, so attendees can come and talk about safety and have an accessible way to ask questions and to see some of the work that IAAPA does around health and safety.”
A great host city
When it comes to the host city, this has provided more opportunities to connect and learn:
“One good thing about IAAPA Expo Europe is that we travel around and there’s always so much to learn from the host country or the host city,” says Van der Schans. “So, now we have the Host City Day, where we have three tracks – retail, culture and F&B. Everyone starts together in one room and then we go into the three different topics and explore, for example, the F&B insights that Vienna has to offer.”
“What’s also very interesting is that we have a charity cause this year, which is similar to how IAAPA Expo in Orlando operates. The IAAPA Foundation is here to support young professionals in the industry, for example with scholarships or helping to connect them with industry peers.
“It helps young people to kick start their career path in the industry and now, especially with the current labour shortage, it’s more important than ever to support young talent and to guide them on their way.”
Wahl adds:
“IAAPA Expo Europe is the premier industry event in the region. Our goal is to be relevant, so this will be an event that shows what is going on but also what is about to come. This is where the Expo Europe team has done a fantastic job in developing the event, for instance with the introduction of an Innovation Stage, highlighting new trends and products.
“It is our second biggest event and it has grown substantially over the years. Vienna is a wonderful city and I’m sure it will be a great experience for everyone who’s attending.”
IAAPA EMEA
Van der Schans has been in the role of executive director and vice president of IAAPA EMEA for over a year, having stepped into the position on 1 April 2022. Talking about some of the highlights so far, he says:
“We’ve achieved some great things in the last year, for example, the Middle East Trade Summit and IAAPA Expo Europe 2022 in London.
“Right now, we are building the team; we’re currently recruiting someone to open our Middle East office in Dubai, which is scheduled to open in late 2023 or early 2024. It will be exciting to have someone on the ground in the Middle East and to be able to serve better our members there. It’s such a huge region and the membership base is growing day by day.
“We are also working to grow our presence in Africa. While there are not so many theme parks in Africa yet, there are many visitor attractions – things like adventure parks and nature reserves or safaris. It’s a different market, which I’m excited about because I always feel that the broader the membership is, the more we can learn.
“Every region has its own speciality and we’re always happy to welcome more people. We would love to have more members and to host events in Africa in the future.”
Spring Summit looks at seasonality
Talking about some of the other events that have been taking place in the EMEA region this year, Van der Schans also reflects on the success of this year’s EMEA Spring Summit, hosted last May at Liseberg in Sweden.
“This year, we focused on seasonality. With the venue being Liseberg, we felt it was a good opportunity to explore that. Many Scandinavian parks are seasonal, or at least they used to be. We are seeing more and more parks open during the winter, putting on special events for Halloween and Christmas. So, we focused on education around seasonality – what works best at which park?
“It was also a chance to highlight the anniversary of Liseberg, which is a very active member of IAAPA. We were happy to share that anniversary moment with them and dive a little bit into the history of the park too.”
The state of the industry
Speaking about what the industry looks like in the EMEA region at the moment, Van der Schans says:
“We’re always talking with our members; that’s one of the main things that helps us to stay ahead of the curve. If you look at the state of the industry, we can see that the EMEA region is the first one to fully recover from COVID, so that’s a very good starting point.”
“There is still some uncertainty about the economic situation, but we are seeing that revenue overall is increasing. July in Europe was challenging in terms of the weather, but we’re still hoping for a strong summer. And then we have the seasonal events like Halloween and Christmas still to come.
“I would say overall the outlook is quite positive. We just launched a quarterly survey to keep track of how our members are doing and what is the state of the industry. Getting that information more regularly will help us to react quicker in support of our members.
Looking ahead to IAAPA Expo 2023
The 2023 calendar ends with November’s annual IAAPA Expo in Orlando which, together with IAAPA Expo Europe and IAAPA Expo Asia, is where the association truly comes alive, says Wahl.
“We’re already developing many highlights for this year and there will be lots of innovations on the show floor, which is already sold out at this stage. I’m personally very excited to have Scott O’Neil as a keynote speaker for the Leadership Breakfast, the new CEO of Merlin Entertainments. That will be a highlight, hearing him talk about his vision for Merlin.”
“I’m also looking forward to meeting all those industry people from across the world here in Orlando. It means a lot for us as an association to be able to bring everybody together and I can’t wait to see all the action going on again in the Orange County Convention Centre.”
To register for IAAPA Expo Europe, please click here, or to register for IAAPA Expo in Orlando, please click here.
