IAAPA and Seatrade Cruise Global Form Strategic Partnership to Expand Entertainment Innovation and Cross-Industry Networking

Orlando, FL – (Jan. 29, 2026) — IAAPA, the leading global association for the attractions industry, today announced a new strategic partnership with Seatrade Cruise Global, creating expanded opportunities for collaboration, knowledge sharing, and business development between the cruise and attractions industries.

The partnership will debut at Seatrade Cruise Global 2026, taking place April 13–16, 2026, at the Miami Beach Convention Center, and will introduce an enhanced entertainment showcase alongside new networking and educational opportunities designed to connect cruise executives with attractions industry leaders, suppliers, and innovators.

As part of the collaboration, IAAPA and Seatrade Cruise Global will each have a dedicated presence at the other’s flagship events, reinforcing the shared goal of encouraging cross-industry engagement and global participation. Seatrade Cruise Global will host dedicated educational sessions, networking events, and a booth on the IAAPA Expo show floor located in Orlando at the Orange County Convention Center in November 2026, while IAAPA will have a presence at Seatrade Cruise Global, creating a seamless bridge between the two communities.

“Seatrade Cruise is pleased to announce this strategic partnership with IAAPA, bringing together two influential industries united by a shared dedication to for creating outstanding guest experiences,” said Mary Bond, Group Portfolio Director, Seatrade Cruise. “This collaboration will facilitate invaluable knowledge exchange between the cruise and attractions communities, advancing innovation in areas such as guest engagement technologies, sustainable operations, and immersive entertainment. We are confident that this partnership will foster significant business development and operational excellence, contributing to the continued growth and resilience of the global travel and leisure ecosystem.”

The partnership is designed to encourage Seatrade members to experience IAAPA Expo in November and IAAPA members to engage with Seatrade Cruise Global in March, reflecting the growing synergy between two global industries aligned by shared guest expectations, technology, and operational best practices.

“Cruise lines and attractions face many of the same opportunities and challenges—from immersive storytelling and guest experience innovation to sustainability and operational excellence,” said Jakob Wahl, President and CEO of IAAPA. “This partnership with Seatrade Cruise Global creates a powerful platform for cross-industry collaboration, learning, and connection, strengthening the global leisure and entertainment ecosystem.”

In addition to on-site activations and education, the partnership includes co-branded research initiatives, shared sustainability best practices, and data insights that Seatrade Cruise Global will provide to IAAPA members, further supporting informed decision-making and innovation across both industries.

Registration is now open for Seatrade Cruise Global 2026, the world’s leading cruise industry event. IAAPA members will receive a 10 percent registration discount with registration code IAAPA2026.

For questions regarding the new partnership, please contact:

Emma Bond, Senior Event Manager, Seatrade Cruise Global
[email protected]

Alice Mathu, CEM, CMP, VP, Business Development and Partnerships, IAAPA
[email protected]

Media Contact: 
IAAPA Press Office 
[email protected]