A gathering of minds will take place when an industry conference returns to London next week.
Bringing together senior leaders from across the attractions, museums, and immersive entertainment sectors, the conference will explore how commercial strategies and creative ambitions are shaping the future of visitor engagement worldwide.
Taking place on the 10th of March 2026 at the Science Museum IMAX, known as The Ronson Theatre, the one-day event will operate under the theme of designing tomorrow’s experiences. The conference has been specifically designed to attract operators, developers, and suppliers who are looking to understand the next era of the visitor economy and turn creative conversations into commercial opportunities.
Exclusive access to global data
A significant draw for attendees this year will be the exclusive first access to two major insight reports. The first is the Theme Park Sector Insights Report, which has been produced by Leisure Development Partners. This document provides a detailed analysis of global trends, investment flows, and emerging opportunities across the themed attractions market.
Alongside the theme park data, delegates will also receive the Museums, Arts and Culture Global Insights and Opportunities Report. Produced by AEA Consulting, this resource delivers in-depth intelligence regarding major international cultural projects planned over the next five years. Together, these pieces of research aim to offer practical and data-led intelligence for organisations that are looking to secure investment or refine their long-term development strategies on an international scale.
Final speaker announcements
The 2026 conference programme has now been finalised with the addition of Little Lion Entertainment. As the live gaming and immersive operator behind The Crystal Maze LIVE Experience, the company has established a strong presence in the global entertainment sector. They currently operate Pac-Man Live Experience and Chaos Karts in Manchester and Dubai, with a flagship Arcade Arena London venue scheduled to open in 2026. Their session will examine how intellectual property partnerships, hybrid physical and digital gameplay, and advanced experiential technology are informing their international expansion and site development strategies.
Little Lion Entertainment joins an already comprehensive roster of speakers. This includes Sir Chris Bryant, Minister of State for Trade Policy, who will discuss the intersection of trade policy, innovation, and the experience economy. Shri Mukundagiri, Deputy Chief Executive of the Science Museum Group, will also be sharing his expertise on the panel. Further insights will be provided by senior leaders from Fever, Merlin Entertainments, Barbican Immersive, Wake The Tiger, and Unibail-Rodamco-Westfield.
Networking and commercial growth
Beyond the main stage presentations, the event is built to facilitate business connections. The day will conclude with an evening mixer in the Science Museum Power UP gallery, providing an interactive environment for delegates to meet prospective partners, continue discussions from the day, and explore collaboration opportunities.
Ian Clappison, Chief Executive Officer of Experience UK, highlighted the value of the gathering. “Innovate X brings together the people shaping the future of the Experience Economy. By combining high-level strategic discussion with exclusive access to robust market intelligence, the event provides delegates with both inspiration and practical tools for growth.”
With final tickets currently being released, industry professionals are advised to secure their attendance promptly via the official Innovate X website.
