IAAPA Expo Europe 2026 Opens in London, Unleashing the Wonder of the Global Attractions Industry

LONDON, UNITED KINGDOM (22 Sept. 2026) – IAAPA Expo Europe 2026 officially opened today at Excel London, bringing attractions industry professionals from across Europe and around the world together in one of the world’s most iconic cities. Under this year’s theme, “Unleash the Wonder,” attendees will connect, learn, discover new ideas, and experience the innovations shaping the future of attractions.

With more than 870 exhibitors and over 70 educational events, IAAPA Expo Europe 2026 features a record-breaking show floor showcasing the latest products, technologies, services, and experiences across the attractions industry. Education programming runs 21–25 September, with the show floor open 22–24 September.

“Wonder is at the heart of what our industry creates,” said Jakob Wahl, President and CEO of IAAPA. “It begins with an idea and becomes an experience that can inspire curiosity, bring families and communities together, and create memories that last a lifetime. IAAPA Expo Europe is where the people behind those experiences come together to challenge what’s possible, exchange ideas, and turn imagination into what comes next for our industry.”

The Expo opened with a distinctly British celebration of storytelling and entertainment. William Shakespeare took center stage from a reimagined Big Ben-inspired setting, connecting the timeless art of storytelling with the experiences created by today’s attractions industry. The theatrical opening transformed into an energetic celebration featuring live music, dancers, and performance, setting the stage for the week ahead.

The Wonder of Education. The Power of Networking. The Catalyst of Innovation.

IAAPA Expo Europe brings together operators, manufacturers, suppliers, developers, and industry leaders representing amusement and theme parks, water parks, family entertainment centers, museums, zoos and aquariums, resorts, cruise lines, and other attractions.

More than 70 educational events will provide attendees with insights from industry experts and peers on the trends, challenges, and opportunities influencing attractions today. Behind-the-scenes experiences, professional development, and networking opportunities will offer additional ways to exchange ideas, strengthen relationships, and bring practical insights back to their organizations.

Across the show floor, more than 870 exhibitors will showcase new products, technologies, and solutions designed to enhance the guest experience and advance the attractions industry.

“London has long been a global center for creativity, culture, entertainment, and storytelling, making it an exciting setting for IAAPA Expo Europe 2026,” said Peter van der Schans, Executive Director and Vice President, IAAPA Europe and Sub-Saharan Africa. “What makes this week truly special is the community coming together here. Our industry creates experiences that connect people across generations and cultures, and Expo Europe gives the professionals behind those experiences the opportunity to learn from one another, discover new possibilities, and build relationships that strengthen our industry across Europe and beyond.”

IAAPA Expo Europe 2026 is taking place this week at Excel London, One Western Gateway, Royal Victoria Dock, London E16 1XL, United Kingdom. Education programming runs through 25 September, with the show floor open through 24 September.

For more information on IAAPA Expo Europe 2026, visit IAAPA.org/ExpoEurope.

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About IAAPA

IAAPA is a diverse and dynamic community of global attractions professionals. As the largest international trade association for permanently located attractions, IAAPA unifies the attractions community, connects people to learn and grow together, and strives to promote the highest professional standards for excellence and safety around the world.

Founded in 1918, IAAPA represents leading attractions and supplier companies, consultants, and individual members from more than 100 countries. Members include professionals from amusement and theme parks, water parks, resorts, family entertainment centers, zoos, aquariums, science centers, museums, cruise lines, manufacturers, and suppliers.

IAAPA’s global headquarters and North America office are in Orlando, Florida, U.S., with additional offices in Brussels, Belgium; Dubai, United Arab Emirates; Hong Kong SAR, China; Shanghai, China; and Mexico City, Mexico.

Visit IAAPA.org or connect through IAAPA’s social media channels: @IAAPAHQ #IAAPA

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