Experience UK has officially unveiled details for InnovateX 2026, confirming a robust lineup of industry heavyweights for one of the UK’s leading forums on the experience economy.
Following a sold-out debut in 2025, the conference is set to return to London on 10 March 2026.
The one-day event will be hosted in the Science Museum’s IMAX: The Ronson Theatre, gathering visionaries from cultural and commercial sectors. Crafted to the theme of ‘Designing Tomorrow’s Experiences’, the schedule promises to explore how modern experiences shape engagement and unlock value in an era of transformation.
Headlining the Experience Economy
The day will commence with high-level perspectives on the state of the industry. The headline keynote address will be delivered by Sir Chris Bryant, Minister of State for Trade Policy.
Sir Chris Bryant is expected to examine the intersection of government strategy, trade policy, and innovation. His session will offer critical insights into the future of visitor attractions and culture-led growth across the UK.
Following the ministerial keynote, the programme moves into a panel of senior leaders from some of the world’s most recognisable brands. Representatives from Fever, Merlin Entertainments, Barbican Immersive, Wake The Tiger, and Unibail-Rodamco-Westfield will take the stage. These sessions will focus on the delicate balance required to merge creative ambition with commercial strategy, shedding light on how intellectual property (IP) and new business models are shaping audience demand.
Major Projects and Investment Trends
In the afternoon, the InnovateX 2026 full speaker programme shifts focus toward data-driven insights and future developments.
Delegates will hear from Natalia Vartapetova of AEA Consulting and Yael Coifman of Leisure Development Partners (LDP). They will present on emerging developments and investment trends for large-scale experience projects. Further analysis on how creativity, data, and technology are reshaping commerce and culture will be provided by Natalia Bakhlina (LDP), alongside sessions from the Science Museum Group and Leeds Castle.
Significant attention will also be placed on specific “game-changing” projects currently in the pipeline. Angus Murray, Director and CEO of The London Tunnels, and David Nouaille, Director of Development at Puy du Fou, will share first-hand insights into the opportunities and challenges driving these landmark schemes.
Networking and Industry Commentary
The conference will conclude with an immersive evening mixer at the Science Museum’s Power UP gallery. This offers delegates a chance to network surrounded by iconic video games and consoles spanning the past 50 years.
Ian Clappison, Chief Executive Officer of Experience UK, commented on the calibre of this year’s lineup:
“This year’s programme brings together some of the most influential voices in the Experience Economy under one roof. InnovateX is a space to share ideas, gain insight, and spark new approaches that will drive innovation across the sector. We’re really looking forward to celebrating creativity, technology, and the people shaping tomorrow’s experiences.”
A full schedule and tickets for the event are now available at www.innovate-x.co.uk.
