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Big Trend in Immersive Theming at European Amusement Parks


A new study by the International Association of Amusement Parks and Attractions (IAAPA) states that theming is the growing trend in Europe’s 307 European amusement parks.

With annual investment in new rides and attractions at around 550 million Euros, the parks are focusing on immersive stories featuring well-known characters. 

“Intricately themed rides, attractions, and park areas create a more immersive or intense experience for guests. This year a lot of theming is focused on well-known television characters and stories, ” says Karen Staley, vice-president of IAAPA European Operations. 

European parks attract around 150 million visitors annually and there are a number of new attractions and expansions opening this season to enrich the mix. Many utilise theming to provide an immersive experience and connect guests with their favourite characters in new ways. 

“Amusement parks invest continuously in fresh and new experiences to bring guests back year after year and to attract new visitors, ” adds Staley. 

The study shows that there is continuous investment in the ongoing development and improvement of Europe’s attractions such as enlarging accommodation and the addition of swimming resorts and leisure pools. 

Several entirely new parks are due to open this year, including indoor park, Yumble, in The Netherlands and two brand new water parks: Aqua Mexicana in The Netherlands and Plopsaqua in Belgium. 

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