UK attractions industry forecast to add £587 million to annual visitor spending by 2027

LONDON, UK (28 July 2026) – The UK's attractions industry is forecast to grow by almost 60% by 2027, making it one of Europe's strongest growing markets as consumers continue to prioritise experiences over possessions. The UK is forecast to deliver annual spending growth of 9.8% through 2027, outpacing the wider European average of 8.6%.

The growth is being fueled by continued investment in new attractions and entertainment concepts, cementing the UK's reputation as a trendsetter for the wider European leisure industry and a launchpad for innovations that later expand across the continent.

Industry spending in UK theme and amusement parks is forecast to increase from £991 million in 2022 to more than £1.57 billion by 2027. The positive outlook comes as operators across Europe continue to invest in major new attractions, technology, guest experiences and destination developments designed to meet growing consumer demand.

"Following the disruption of the pandemic, the attractions industry has demonstrated remarkable resilience and adaptability," said Jakob Wahl, IAAPA President and CEO. 

"Consumers continue to prioritise experiences, and we're seeing strong confidence from operators and investors alike. The UK Government's temporary VAT reduction on family attractions this summer is a welcome boost, making it easier for families to enjoy days out and supporting continued footfall across the sector. The growth forecasts for both Europe and the UK reflect an industry that is not simply recovering but evolving and expanding."

Across Europe as a whole, theme park spending is forecast to grow from £5.6 billion in 2022 to £8.4 billion by 2027, while attendance is expected to increase from 172.9 million visits to more than 213 million visits during the same period. And with UK theme and amusement park visitor spending is forecast to grow at 9.8% annually through 2027, the UK is predicted to become the second largest theme and amusement park market in Europe by visitor spending, behind only France.

The UK's position as one of Europe's largest attractions markets has been strengthened by continued investment in world-class experiences, including major new rides, immersive attractions and destination upgrades that are helping drive domestic and international visitation. The launch of Universal United Kingdom Resort in Bedford set to open in 2031, is expected to generate nearly £50 billion in economic benefit for the UK, creating 20,000 construction jobs and a further 8,000 permanent roles upon opening. Further cementing the UK's position as one of Europe's most significant visitor economy destinations.

The growth of the sector will be a key focus of discussions among operators, investors, developers and suppliers as industry leaders gather in London for IAAPA Expo Europe 2026, the premier event for the global attractions industry.

With consumer appetite for experiences continuing to rise and significant investment flowing into new projects across the continent, industry leaders believe the UK is well positioned to remain one of the world's most dynamic attractions markets for years to come.

Notes to Editors: 

All figures originally reported in USD and converted to GBP at a rate of £0.7454 to $1 (mid-market rate, June 2026).

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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 promotes the highest professional standards for excellence and safety around the world.

Founded in 1918, IAAPA represents leading industry attractions and supplier companies, consultants, and individual members from more than 100 countries. Members include professionals from amusement parks, theme parks, attractions, 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. IAAPA also maintains offices in Brussels, Belgium; Dubai, United Arab Emirates; Hong Kong SAR, China; Shanghai, China; and, Mexico City, Mexico. Visit IAAPA.org or follow us on social media: @IAAPAESA | #IAAPAEXPOS