Skip to main content

IAAPA’s Asian Attractions Expo 2010 Sets Attendance and Exhibit Records in Kuala Lumpur


Related: IAAPA Develops New Institute for Executive Education / Michael Mack joins IAAPA Europe Advisory Board

Asian Attractions Expo 2010 will go down in history as one for the record books. The four-day conference and trade show broke records for the total number of participants and buyers, the size of the trade show floor, and the attendance at the conference programs. Asian Attractions Expo 2010 took place at the Kuala Lumpur Convention Centre in Malaysia July 13-16.

Record-Breaking Attendance

Preliminary estimates indicate a record 4, 750 people, including 3, 250 buyers from 40 countries, participated in Asian Attractions Expo 2010. This figure represents a 34 percent increase in the total number of buying companies and an 11 percent increase in total number of buyers when compared to Asian Attractions Expo 2009. The number of senior-level directors, vice presidents, and owners increased 64 percent; the number of buyers from theme parks, waterparks, family entertainment centers, resorts, and investors increased significantly, as well.

“Asian Attractions 2010 is very informative. There are a lot of vendors from around the world, which is good for us as we are sourcing for potential vendors, ” said Josephine Tang, director of sourcing and procurement for Disneyland Hong Kong.

Largest Exhibit Floor in Asian Attractions Expo History

The number of companies exhibiting at Asian Attractions Expo 2010 increased almost 50 percent over 2009. A record 212 companies from 30 countries promoted a variety of products and services on 4, 081 net square meters of space on the trade show floor.

John Swartebroeckx with scenic design firm Themebuilders Phillipines said, “The show outcome was beyond our expectations.” He said representatives from his company talked with a number of serious prospects and noted a great deal of decision making was taking place at the show.

“(Asian Attractions Expo 2010) was all that I had hoped it would be: a great venue; the right customers/contacts walking the floor; a well-organized event, ” said Kevin Rohwer with family thrill ride supplier S&S Worldwide from Logan, Utah, in the United States.

Benoit Cornet of interactive attraction company Alterface in Belgium said, “(Asia) isthe right market to test out new stuff. Everybody presents new products here and they then have a couple of months to finalize it for Europe and the U.S. Asia is a trendsetter.”

“This was the first Asian show we have attended and I must say I was pleasantly surprised, ” said Steve Friswold with U.S. waterpark and water sports supplier RAVE Sports. “The number of potential customers and business partners we met for the first time was impressive and the organization of the show was exceptional.”

Record Turnout for Education Conference

Attendance at Expo education programs reached a record 1, 125. Industry leaders participated in seminars and roundtable discussions on a variety of topics including: increasing the value of live entertainment; developing new marketing concepts to increase revenue; making environmentally friendly and conservation-minded decisions for a facility; and designing an attraction for optimum guest capacity, efficiency, and safety.

One hundred seventy (170) people from 12 countries participated in the IAAPA Safety Institute on July 13 to learn about best practices, safety standards, and government regulations in Asia.

More than 300 people attended Leadership Breakfast keynote presentations by Chip Cleary (chairman of the IAAPA Board of Directors and senior vice president of waterpark operations for Palace Entertainment) and Bob Masterson (former chairman of IAAPA and retired chairman of Ripley Entertainment) on July 15 and 16, respectively.

Other Asian Attractions Expo 2010 Highlights

The Opening Reception at Aquaria and facility tours to Sunway Lagoon and Genting Highlands Resort sold out.

The 2010 Asian Attractions Awards were presented on July 16. Winners include:

Grand Winner:             Taj Mahal, India

Large Attraction:          Resorts World Sentosa, Singapore

Medium Attraction:       Sunway Lagoon, Malaysia

Small Attraction:          Sentosa 4D Magix, Singapore

Waterpark:                  Sunway Lagoon, Malaysia

Wildlife Park:               Night Safari, Singapore

Theme Park:               Universal Studios Japan

Asian Attractions Expo 2010 was co-hosted by the Malaysia Association of Amusement Themepark & Family Attractions (MAATFA) and the Australian Amusement Leisure and Recreation Association (AALARA).

Arihant, Jack Rouse Associates, and Kraftwerk Living Technologies sponsored Asian Attractions Expo 2010.

“We are extremely pleased with the record-breaking results for Asian Attractions Expo 2010 in Kuala Lumpur, ” said IAAPA Chairman Chip Cleary. “Our co-hosts, MAATFA and AALARA, and our sponsors, Arihant, Jack Rouse Associates, and Kraftwerk, provided significant support for this year’s event and played a key role in that success. For that, we are grateful.”

“A tremendous amount of serious business took place at Asian Attractions Expo 2010, ” said IAAPA President and CEO Charlie Bray. “The growth of the Expo illustrates the increasingly important role it plays for industry leaders and is fueled by the growth of the parks and attractions business in Asia. We look forward to that growth continuing as we take the Expo to Singapore in 2011.”

Asian Attractions Expo 2011 will be held at the convention center at Singapore’s new destination resort, Resorts World Sentosa, from June 21-24. More than 100 companies have already reserved 60 percent of the available exhibit space for the 2011 Expo.


IAAPA is the premier trade association for the attractions industry worldwide. Founded more than 90 years ago, IAAPA is the largest international trade association for permanently situated amusement facilities and attractions and is dedicated to the preservation and prosperity of the amusement industry. IAAPA represents more than 4, 000 facility, supplier, and individual members from more than 90 countries. IAAPA currently maintains regional offices in Europe and Latin America; a new regional office will open in Asia before the end of 2010. The association’s global headquarters is located in the United States. In addition, the association’s Global Alliance partnership program includes international liaisons representing Latin America; Southeast Asia; Australia and New Zealand; India; and the People’s Republic of China.

More from this author

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update