How the Attractions Industry Thrives Through Change, Connection, and Collective Strength

During the COVID-19 pandemic, it was common to say and hear the phrase, "Things will go back to normal," not realizing at the time that there wouldn't be a "normal" again. Yes, the pandemic is over, but you only have to watch one news bulletin on TV or open one newspaper to know “normal” is far away at this moment. It never really returned.

Now, we're constantly moving, evolving, and responding to changes we've never had to think about before. Whether navigating AI, tariffs, or electricity availability, the attractions industry is learning to handle new challenges as they occur. 

At every IAAPA committee or board meeting, we begin with a simple question: “How are things at your park or company?” We also host live online chats where members share updates about their season—an ongoing industry conversation.

First of all, it’s incredible to keep hearing these stories: the different perspectives, the contrasts between countries and companies.

It fuels the work we do at IAAPA. But even more meaningful is the openness in these conversations.

You hear things like, “Hey, I’ve experienced that too,” or “So I’m not alone,” or “Here’s what worked for us.”

I’ve worked in this industry since I was 16, and I’ve always known this spirit of sharing—talking honestly about what works and even what fails. Helping each other.

That collaboration is exactly what we need now in this ever-changing world, full of new challenges and external pressures. We must keep communicating, supporting one another, and growing stronger together.

And the beauty of our industry is that we do this—naturally—for each other, and maybe even more for our guests.

The escape from reality that we offer, the emotions, the feelings, that is what our guests need. And whether you’re an operator welcoming the guests, a consultant, or a manufacturer, it doesn’t matter. We are all part of those beautiful moments that our guests need more than ever before.