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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.

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.