IAAPA Middle East Trade Summit 2025

Radisson Hotel & Residence Riyadh Olaya, Novotel Sahafa, Holiday Inn to Boulevard World

Full Summit participants only.

Full Summit participants only.

Full Summit participants only.

Full Summit participants only.

Full Summit participants only.

This session begins with a data-driven overview from Boston Consulting Group, presenting key insights into the latest trends and growth drivers in Saudi Arabia and the Middle East’s entertainment sector.

Building on this, global industry leaders from IAAPA, Europe, and the Middle East will share their perspectives on how operators in both regions drive innovation, adapt to shifting guest expectations, and navigate opportunities.

Through real-world case studies and firsthand industry insights, panelists will explore key trends as well as critical challenges, including aligning with international standards, evolving business models, and responding to changing guest behaviors.

Designed for industry professionals, this session offers practical takeaways and strategic perspectives on how these dynamic regions can learn from each other to shape the future of attractions and entertainment.

As Saudi Arabia’s entertainment sector rapidly expands, the demand for skilled, motivated, and engaged talent has surged. This session explores the challenges of recruiting and retaining top talent in this emerging market, specifically within the entertainment industry. Through case studies and global insights, attendees will learn how organisations are addressing key HR issues such as finding the right staff, nurturing talent, and building loyalty in a competitive environment. Real-world examples of innovative approaches to recruitment, retention, and workplace culture in dynamic, fast-growing markets will be presented. Designed for HR professionals and industry leaders, the session offers practical strategies and actionable takeaways to attract, develop, and retain the talent needed to thrive in Saudi Arabia’s booming entertainment sector and beyond.

Darryl Michael Speach brings his expertise to this thought-provoking session, emphasising the critical role of customer experience as a game-changing pillar in the attractions and entertainment industry. Designed for industry experts, this session delves into how exceptional customer experience can drive differentiation, build loyalty, and create memorable, impactful interactions. Attendees will explore cutting-edge approaches and strategies to redefine guest engagement and position their offerings at the forefront of a rapidly evolving market.

Leading the Middle East’s booming attractions and entertainment sector requires unique insights and strategies. A panel of accomplished female leaders will share their professional journeys, highlighting how they navigated the region’s evolving work culture. They will discuss fostering inclusive teams and driving meaningful innovation, offering practical advice tailored specifically for IAAPA attractions professionals. Attendees will learn the essential skills and qualities needed to excel in this dynamic industry, including building trust, inspiring teams, and confidently adapting to change. This session is ideal for professionals seeking actionable insights and inspiring conversations to lead with purpose and drive growth in the global attractions landscape.

Full Summit participants only.

Full Summit participants only.

Radisson Hotel & Residence Riyadh Olaya, Novotel Sahafa, Holiday Inn

Limited capacity and is now fully booked.

Radisson Hotel & Residence Riyadh Olaya, Novotel Sahafa, Holiday Inn to Kingdom Arena

Full Summit participants only.

Full Summit participants only.

Full Summit participants only.

Discover the future of our industry in this comprehensive session focused on the latest upcoming projects and the pivotal government investments driving growth and innovation. This event is designed to educate and inform a diverse range of stakeholders, including government officials, private investors, small and medium-sized enterprises and educational institutions.

Tokyo Disneyland broke new ground in 1983 as the first Disney theme park outside the US. However, when designing the park’s lands, attractions, food and beverage offerings, and holiday celebrations, Oriental Land Company executives and Disney Imagineers debated to what extent the park should feature Japanese or American content and characteristics. Over the past few decades, the discussion of cultural recontextualization has evolved through Disneylands in Paris, Hong Kong, and Shanghai, as well as global iterations of Universal Studios, LEGOLAND, and other themed entertainment companies. A decade and a half ago, theme park cultural recontextualization arrived in the United Arab Emirates with the opening of Ferrari World Abu Dhabi in 2010. Among the exceptional challenges for global brand theme parks coming to the UAE is a demographic one as the country’s population is one of the most diverse in the world. This presentation comparatively examines, with salient examples, the extent and nature of cultural recontextualization at the four major theme parks in Dubai: IMG Worlds of Adventure, LEGOLAND, Motiongate, and Real Madrid World. The speaker proposes the cultural recontextualization of global theme parks should be understood as an ongoing semiotic process shaped by both a park’s naturalistic and sensory modalities and corporate and local pressures. The discussion of cultural recontextualization will continue to be vital and evolve as more themed entertainment venues plan to open in the region.

Discover how transformative design and storytelling elevate large-scale events into immersive, culturally resonant destinations. Led by Balich Wonder Studio, this session explores the evolution from one-time spectacles to enduring attractions that connect deeply with audiences and communities. Gain actionable insights into the art of weaving narratives, integrating sustainability, and leveraging innovation to create meaningful guest experiences.

Join Kirin Sinha, CEO of Illumix, as she delves into the transformative role of technology and innovation in the attractions industry. From augmented reality and digital interactivity to predictive analytics and AI, this session will explore how these tools are shaping the future of attractions and destinations. Discover how technology enhances guest engagement, streamlines operations, and sets the stage for the next era immersive and personalised experiences.

Join a distinguished panel of industry leaders as they share their firsthand experiences and strategic insights into successfully operating attractions in the dynamic Middle East market. This session offers an unparalleled opportunity to delve into the unique challenges and opportunities that define the region, from navigating cultural complexities to addressing evolving consumer demands. Through case studies and practical examples, the speakers will illustrate how they have adapted their operations, embraced innovation, and implemented strategies that resonate with local audiences. Whether you are seeking to establish a presence in the region or refine your existing approach, this session provides a focused, expert perspective on achieving operational excellence in one of the world’s most competitive and rapidly growing markets.

Full Summit participants only.

Full Summit participants only.

Radisson Hotel & Residence Riyadh Olaya, Novotel Sahafa, Holiday Inn