A recent conference gathered more than 280 creators, operators, and suppliers from across the global attractions sector at the Science Museum’s IMAX Theatre in London.
Organised by Experience UK, the event offered a platform to discuss the shifting ways in which audiences engage with culture, art, technology, and leisure, before concluding with an evening networking mixer in the Power Up Gallery.
Government recognition of the sector
Sir Chris Bryant, Minister for Trade at the Department for Business and Trade, delivered a landmark statement during his opening address. He identified the growth of the sector as a major economic shift, stating that “there’s a third industrial revolution which has happened, and it’s about experiences.”
This high-level recognition marks a significant moment for the industry, reflecting its growing importance to trade, exports, and the national economic strategy. The UK experience economy is currently valued at £140 billion annually and is projected to grow by a further 5% this year, reinforcing the country’s position as a global leader in creating visitor experiences.
Immersive arts and the retail landscape
A prominent theme throughout the day was the rapid expansion of immersive arts and their influence on cultural venues and commercial destinations. Patrick Moran of Barbican Immersive noted that these participatory experiences are fast becoming the “sixth art form”, reflecting a growing appetite for attractions that blend spatial design, storytelling, and technology.
This intersection is increasingly visible in the retail sector. Graham MacVoy of Wake The Tiger and Rachel Belam of Unibail-Rodamco-Westfield shared plans for what is currently in development to be Europe’s largest immersive arts experience. For Westfield, the project is a strategic move to introduce world-class destination experiences that appeal to diverse audiences. Wake The Tiger aims to redefine the experience economy through sustainable, purpose-driven environments powered by original intellectual property.
Balancing technology with human connection
The role of technology was another core focus, specifically regarding how it can enhance rather than replace the visitor journey. Roger Highfield OBE, Science Director at the Science Museum Group, explored how human pareidolia, the tendency to perceive intelligence where none exists, can lead to misplaced trust in artificial intelligence. His keynote message cautioned that the industry should focus on creating richer, more meaningful human experiences rather than simply building smarter systems.
Practical and ethical applications of AI were also showcased. Leeds Castle and 1956 individuals demonstrated how conversational AI is being used in the Queen Eleanor exhibition to bring a 13th-century queen to life, creating a new way for audiences to engage with history while carefully considering historical interpretation.
Conversely, Matt Stubbs of Little Lion Entertainment argued for the enduring power of physical, analogue immersion. He cited the long-term success of The Crystal Maze LIVE Experience, which launched over a decade ago. By blending theatrical storytelling with gamification and personalised audience participation, the concept demonstrated how powerful experiences can be created without relying heavily on digital technology.
Major investments shaping the future of attractions
The conference spotlighted several major projects currently on the horizon, offering new collaboration opportunities across the sector. The London Tunnels was highlighted as one of the most ambitious cultural attractions in the world. The project will combine permanent and temporary exhibitions, globally recognised intellectual property, an immersive cultural zone, and the deepest bar beneath any global capital city.
Additionally, Puy du Fou detailed its plans to build on the success of its French park, which is the second most visited theme park in France after Disneyland Paris. Its new UK destination is scheduled to open in 2029. Director of Development David Nouaille shared that the proposed £600 million investment is expected to create over 8,000 jobs over the next decade. The plans include 13 major shows, a spectacular night performance, four themed villages, three hotels with 350 rooms, a conference centre accommodating between 300 and 4,000 delegates. The environment is a key ESG consideration, as the site will comprise landscaped gardens with no less than 20,000 trees.
Market insights and future outlook
Experience UK also launched two major industry reports during the event. The Museum & Culture Venues Global Market Opportunities Report, prepared by AEA Consulting, provides insight into investment drivers, funding frameworks, and emerging cultural narratives across Europe, Asia, Africa, and North America over the next five years. Alongside this, the Global Attractions Market Report by Leisure Development Partners provides a data-driven analysis of the evolving theme park and water park sector. Both reports are available to Experience UK members via their online hub.
Reflecting on the event, Ian Clappison, CEO of Experience UK and organiser of InnovateX, stated:
“InnovateX brings together the people shaping the future of the experience economy, from cultural institutions and attractions to technology innovators and creative studios. The conversations we have seen today demonstrate the extraordinary momentum behind this sector and the role the UK can play in leading its global growth. With government recognition, major new attractions on the horizon and groundbreaking work happening across immersive storytelling, AI and live experiences, the future for the UK experience economy has never looked more exciting.”
InnovateX is scheduled to return in March 2027 to continue exploring the ideas and collaborations shaping the next generation of visitor experiences.
