The global attractions industry has closed out its largest-ever European trade show, wrapping up a record-breaking week of business and education at Excel London.
This week’s gathering set new attendance and scale benchmarks for the annual event. Organisers reported that 16,530 verified attendees walked the trade show floor, drawn from a total registration pool of 18,719. The demographic included 11,710 qualified buyers representing 8,956 buying companies from across 118 countries.
Occupying more than 22,800 square metres, the exhibition space was the largest in the history of the European event. Over 870 exhibitors set up stands to showcase new products, technologies and services. The floor featured innovations designed for amusement parks, water parks, family entertainment centres, zoos, aquariums, resorts and cultural attractions.
Unprecedented floor growth
The scale of the London show represents a 50 per cent growth since the event was last held in the UK capital in 2022. Peter van der Schans, Executive Director and Vice President of IAAPA ESA, noted the strong momentum present across the venue.
“The growth we’ve seen since we were last in London four years ago speaks volumes about the strength of the attractions industry,” he said. “You could feel the momentum across the show floor all week long. From collaborative innovations being unveiled to new information being shared, IAAPA Expo Europe is ultimately about bringing our industry together, and London gave us an incredible stage to do just that, while also looking ahead to what’s next.”
Education and tours
Away from the main exhibition floor, the convention delivered a comprehensive educational programme. More than 70 sessions were hosted by 190 speakers, connecting delegates with subject matter experts. Discussions covered core operational topics such as safety, sustainability and leadership, alongside the integration of emerging AI technologies and the evolving guest experience.
The agenda also extended beyond the ExCeL centre through exclusive EDUTours at established UK venues. Delegates visited Chessington World of Adventures Resort and LEGOLAND Windsor Resort, and explored seasonal operations at Thorpe Park during a preview of Merlin Entertainments‘ Halloween offerings.
The event drew an international media presence, with the on-site press office accommodating over 160 journalists from the UK, France, Germany and the Netherlands. Outlets including De Telegraaf, London Daily News, The Caterer and National World covered the trade show’s developments, alongside Attractions Daily as an official trade media partner for this year’s event.
The 2026 event was backed by a wide roster of industry sponsors, including Angry Birds, accesso, Brogent, Charcoalblue, Disguise Systems, DOF Robotics, Expression Capital Partners, Garmendale Engineering, Gatemaster Technology, Gateway Ticketing Systems, LEAPS, Lifesaver Power, MACK Rides, Mobaro, OpenAire, Outdoor Factory, ProSlide, QubicaAMF, ROE Visual, ROLLER, Sacoa Cashless System, Semnox Solutions, Singa, Storibox, TAIT, Toca Social, Universal Verification, Vekoma Rides and Water Technology Inc.
Organisers have confirmed that the next European show, IAAPA Expo Europe 2027, will take place in Vienna, Austria, from 20 to 24 September 2027.
