The Official Magazine of IAAPA
IAAPA’s vision for the next evolution of IAAPA Expo is to create a more personalized, engaging, and intentional experience. One where the global attractions industry comes together to do business, build meaningful connections, and gain the insights needed to elevate both the event experience and the industry it serves.
To continue the development of IAAPA Expo to be a one-stop shop for all attraction operators, allowing them to find something for all of their relevant businesses. At the same time, this expansion allows IAAPA to accommodate more exhibitors on the show floor, eliminating previous space limitations and giving additional companies the opportunity to participate in IAAPA Expo 2026.
Strategic Vision & Growth
Q: How does IAAPA Expo’s expansion into the West Building support the association’s long-term strategy?
A: The expansion reflects IAAPA’s commitment to evolving alongside a growing and diversifying industry. Demand for exhibit space has far exceeded availability for several years, with IAAPA Expo repeatedly selling out. It was not easy for us to tell more than 200 member companies every year that THEIR association could not accommodate them at the most important global industry event. And that changes now!
By expanding into the West Building, IAAPA is removing long-standing capacity constraints and investing in a future-ready Expo—one that supports growth, inclusivity, and broader access to ensure more members can participate in the industry’s premier event for the attractions industry.
Q: Why was this the right moment to expand IAAPA Expo’s footprint at the Orange County Convention Center?
A: This decision was both timely and intentional. Exhibitor demand continues to rise across IAAPA’s global Expos, and the expansion to the West Building provided the infrastructure needed to respond to that growth in Orlando—the theme park capital of the world.
Equally important, these expansion plans were carefully developed by members. An initial task force of senior exhibitor representatives came up with the plans, which were then reviewed over time by the following IAAPA Member Bodies: The Manufacturer and Suppliers Committee, the Regional Advisory Board, and the Global Board of Directors. Each of those members were involved at any given moment and gave their support to continue this unique opportunity for an expansion of never-before seen dimensions. With alignment on the strategy, and the right facilities now available, IAAPA was well positioned to move forward with confidence.
Member Demand & Business Opportunity
Q: What feedback or data signaled that additional space was needed to support exhibitors?
A: The clearest indicator was the persistent waitlist. Aside from the pandemic-related pause in 2020, IAAPA Expo has consistently sold out its show floor, leaving a steady line of companies eager to secure their place and participate.
In 2025 alone, more than 200 companies—many of them long-standing IAAPA members—were unable to exhibit due to space limitations, reinforcing the need to expand capacity and better serve our members.
Expanding into the West Building increases IAAPA Expo’s total exhibit space by nearly 50 percent, allowing IAAPA to welcome more member companies, support additional product categories, and improve the overall show floor layout to enhance traffic flow and engagement for both exhibitors and attendees.
The IAAPA Team, once again in collaboration with its members, continues to work on many unique activations as we have done in the past to make the show a stand-out experience. IAAPA Expo 2025 achieved a strong Net Promoter Score of +61, which is a testament to its unique character and the incredible program.
Q: How does the West Building expansion enhance business opportunities on the show floor?
A: More space means more opportunity. The expansion strengthens the Expo as a business ecosystem. It creates space for new exhibitors to enter the marketplace while giving returning exhibitors room to grow and evolve their presence.
At the same time, it allows IAAPA to attract new attendee segments—bringing more buyers, operators, and decision-makers into the mix. The result is more meaningful connections, increased discovery, and stronger business outcomes across the Expo.
Q: For companies considering exhibiting, what does this expansion make possible?
A: Simply put, it opens the door. Companies that were previously limited by space constraints now have the opportunity to exhibit alongside major manufacturers and suppliers to a more diverse audience.
It also allows IAAPA to more intentionally highlight emerging product categories, innovations, and solutions—giving exhibitors greater visibility and more targeted engagement opportunities than in years past.
Addressing Member Feedback with Intention
Q: How did IAAPA incorporate member input while planning the expansion?
A: We took a collaborative and data-driven approach. We formed a Trade Show Membership Task Force -- comprised of manufacturers, suppliers, and operators -- to evaluate multiple paths forward, including relocation, maintaining a smaller footprint, or expanding into an additional building at the OCCC.
After extensive analysis and member discussion, the task force recommended West Building expansion as the best long-term solution. That recommendation prioritized member access, sustainable growth, and the evolving needs of the industry, while also allowing IAAPA to introduce more personalized and engaging experiences.
Q: How is IAAPA ensuring a seamless and valuable attendee experience across an expanded show floor?
A: The expanded show floor was designed with intention, also under the guidance of this task force. The additional space allows IAAPA to improve circulation, create clearer pathways between pavilions, and strategically position experiences that naturally encourage exploration across both buildings. The goal is a cohesive, seamless experience — one that feels connected and engaging regardless of where attendees begin their Expo journey.
Q: What would you say to members who may be unsure about what this expansion means for them?
A: This expansion is ultimately about delivering more value. IAAPA Expo 2026 will feature more product categories and exhibitors than ever before. We will also have even more touchpoints, curated content, and interactive experiences across all halls — designed to keep attendees engaged longer and create more opportunities for discovery.
It also enables IAAPA to welcome new segments into the Expo, including professionals from food & beverage, hotels & resorts, stadiums, shopping centers, the cruise industry, natural attractions, and adventure parks. A broader audience strengthens the marketplace and benefits the entire IAAPA community.
Experience, Flow & Intentional Design
Q: How is IAAPA working with the Orange County Convention Center to integrate the West Building into the Expo experience?
A: We are working closely with the Orange County Convention Center to ensure the West Building is fully integrated, rather than simply being an add-on. From show floor design and wayfinding to transportation and programming, the experience has been thoughtfully planned to feel seamless and intentional across both buildings.
Q: What steps are being taken to ensure strong foot traffic, visibility, and engagement across both buildings?
A: The West Building will feature strategically designed pavilions and anchor experiences to naturally draw attendees across the entire show floor. These include dedicated pavilions for first-time exhibitors, food & beverage, haunt, operational services, and rides & equipment. Signature experiences — such as the EDUTalk Stage, expanded food & beverage programming with live chef demonstrations, and the immersive Haunting Grounds, will all serve as focal points that encourage exploration, learning, and sustained engagement throughout West Building.
New experiences like the Innovation Hub — a destination to discover the latest advancements transforming the attractions industry, and IAAPA Central – a one-stop-shop to learn about the benefits of being an IAAPA member, will too be housed in the West Building.
Each building will be easily accessible via a pedestrian bridge that connects to both sides, with shuttle buses running continuously between the North/South and West buildings. Additionally, registration desks will be located in each area, allowing attendees to begin their experience seamlessly from either the North/South side or the West side.
Leadership Perspective & Confidence
Q: Looking ahead, what excites you most about this next chapter of IAAPA?
A: This year marks a decade since IAAPA announced the relocation of its headquarters to Orlando — a city that truly represents the full spectrum of the attractions industry. From theme parks and hotels to restaurants, FECs, and emerging entertainment concepts, Orlando reflects where our industry is headed.
What excites us most is our ability to continue evolving with the times. With the expansion, we will be able to accommodate everyone from the waitlist -- allowing us to welcome more products and services in more sectors to ultimately offer even more for our attendees. As part of our strategic vision, we want to continue to expand in industries like food & beverage, technology, and hospitality to ensure IAAPA Expo reflects the full ecosystem our members operate within.
IAAPA currently has approximately 9,800 members and counting, and this expansion allows us to curate more customized experiences, highlight emerging trends, and continuously raise the bar for our attendee experience.
Q: What message does this expansion send to the global industry about IAAPA’s commitment to evolving alongside its members?
A: It sends a clear message: IAAPA is listening, collaborating, investing, and planning. This expansion reflects our commitment to meeting members where they are — and where they’re going — by creating opportunities for connection, innovation, and growth.
As our industry evolves, IAAPA Expo will continue to evolve with it — serving as the global marketplace that brings our community together and helps shape what’s next.
For questions or interview requests regarding the IAAPA Expo expansion, please email [email protected].
