London gears up for biggest IAAPA Expo Europe in the region

LONDON, UK (16 Sept. 2026) – IAAPA Expo Europe 2026 is set to be the largest and most ambitious European edition yet, with organisers unveiling an expanded education programme, a brand-new food and beverage showcase, and a landmark opening reception as the global attractions, entertainment and leisure industry prepares to descend on the UK capital.

More insights and innovation at IAAPA Expo Europe 2026 

This year's education programme will be bigger than ever, featuring more than 180 speakers across over 70 educational sessions. The show will host an IAAPA Theatre, sponsored by Angry Birds, alongside three dedicated conference rooms – up from the usual two – giving attendees more opportunities than ever to learn from industry experts and thought leaders.

New for 2026, a dedicated Food & Beverage area will debut on the show floor, bringing together 20 companies showcasing their latest culinary innovations and delicious treats. The addition reflects the growing importance of F&B as a core part of the guest experience across attractions, parks and entertainment venues worldwide.

Signature events take centre stage

This year's Opening Reception promises to be unlike any before it. Exclusively for IAAPA members, the evening will combine a two-hour networking reception with a 90-minute performance of the ultimate pop concert experience, ABBA Voyage, offering attendees a truly memorable start to the show. Whilst the Leadership Breakfast will bring together two of the industry's fastest-growing brands under the theme of rapid growth, scalability and international expansion. Speakers include:

• Robert Dahl, CEO of Karls, whose company announced last year that it is expanding into California, adding to its growing international footprint.
• Wouter Dekkers, CEO of Momentum Leisure, whose group continues to grow significantly in Poland while also expanding into Central Europe.

Together, the two leaders will share business cases centred on rapid growth, scalability, and successful expansion into new international markets.

The UK has long been recognised as a trendsetter in indoor entertainment, with concepts pioneered in the UK frequently going on to grow across Northern Europe. Hosting IAAPA Expo Europe in the UK offers a unique opportunity to see what's coming next in the sector and Indoor Entertainment Day remains the key event for attendees looking to stay ahead of the latest trends. 

Exploring what’s next for the attractions industry

A packed programme of education sessions will explore the trends, technologies and ideas shaping the future of the global attractions industry, including:

• Tuesday 22 September - The Future of the Attraction Industry: Drawing on research from IAAPA’s Vision 2035 taskforce, the session will explore the emerging trends, potential disruptions and opportunities expected to shape the attractions industry over the next decade.
• Wednesday 23 September – The Rise of Edutainment: Blending Immersion and Education in the Next Gen of Attractions: Exploring how immersive technology and AI-driven personalisation are transforming educational attractions and creating new ways to combine learning with entertainment.
• Thursday 24 September – The NFL Playbook for Immersive Experiences: Exploring how immersive experiences, experiential storytelling and memorable live moments can build stronger emotional connections, deepen loyalty and extend audience engagement.

Networking and community events

Building on the success of previous years' networking receptions, IAAPA Expo Europe 2026 will continue to offer dedicated receptions by constituency, including Indoor Entertainment, Theme Park and Water Park communities. This year, the popular Middle East and North African Reception will be joined by three new regional events: a DACH Region Reception, a Poland Reception, and a France Reception, reflecting the increasingly international makeup of the show's attendee base.

Following its successful debut last year, the Women in the Industry Networking Lunch has been confirmed as a permanent signature event on the IAAPA Expo Europe calendar, reflecting strong demand from attendees across the industry.

Attendees can also look forward to one of the most popular special events at IAAPA Expo Europe, the signature EDUTour, which this year will take attendees behind the scenes at Chessington World of Adventures Resort and LEGOLAND® Windsor Resort. Offering rare behind-the-scenes access and a valued source of inspiration for attendees, this year’s EDUTour has now officially sold out, highlighting just how sought-after the experience has become among IAAPA members. 

Major announcements set to be unveiled on the show floor

A packed programme of press conferences will also see exhibitors unveil some of the industry’s latest innovations and major new attractions. Vekoma Rides Manufacturing and Efteling (Booth S4316) will reveal an innovative new family attraction and ride experience, while The Gravity Group, MagicLand and MV Rides (Booth S1226) will unveil the zero car for MagicLand’s €15 million family wooden coaster, set to open in 2027. Elsewhere, DOF Robotics (Booth S317/S417) will announce a new licensing collaboration bringing the iconic Smurfs IP into immersive attractions for the first time, alongside the global industry debut of SphereFly.

View the full press conference schedule here.

Registration is open for media/press here.

ENDS

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: @IAAPAHQ | #IAAPAEXPOS

Media Contacts:
IAAPA UK Press 
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