IAAPA Expo Europe has officially opened its doors at ExCeL London, gathering attractions industry professionals from across Europe and the globe in one of the world’s most iconic cities.
Operating under the 2026 theme “Unleash the Wonder,” the exposition provides a collaborative space where attendees can connect, learn, and experience the latest innovations shaping the future of the leisure sector.
This year’s event boasts a record-breaking show floor encompassing more than 870 exhibitors who are showcasing the latest products, technologies, services, and guest experiences. In tandem with the expansive exhibition, the Expo features a comprehensive program of over 70 educational events. The educational programming runs throughout the week from 21st to 25th September, while the main show floor remains open to attendees from 22nd to 24th September.
The opening ceremony celebrated the host city with a distinctly British tribute to storytelling and entertainment. Taking center stage against a reimagined, Big Ben-inspired backdrop, a portrayal of William Shakespeare drew a thematic line between the timeless art of classic storytelling and the immersive environments developed by today’s attractions industry. The theatrical introduction then shifted into a highly energetic celebration featuring live music, dancers, and performances to formally kick off the week’s activities.
The heart of the industry
Jakob Wahl, President and CEO of IAAPA, emphasized the core mission that drives the global attractions community. “Wonder is at the heart of what our industry creates,” said Wahl. “It begins with an idea and becomes an experience that can inspire curiosity, bring families and communities together, and create memories that last a lifetime. IAAPA Expo Europe is where the people behind those experiences come together to challenge what’s possible, exchange ideas, and turn imagination into what comes next for our industry.”
The event serves as an essential nexus for operators, manufacturers, suppliers, developers, and industry leaders. It draws representation from a vast cross-section of the leisure ecosystem, including amusement and theme parks, water parks, family entertainment centers, museums, zoos, aquariums, resorts, and cruise lines.
Through the 70-plus educational sessions, attendees have the opportunity to gain practical insights from leading experts on the trends, challenges, and opportunities currently influencing the market. Beyond the show floor, a variety of behind-the-scenes experiences, professional development tracks, and networking events are designed to help professionals bring actionable ideas back to their home organizations.
Discovering new possibilities
Peter van der Schans, Executive Director and Vice President for IAAPA Europe and Sub-Saharan Africa, highlighted the strategic importance and cultural resonance of hosting the event in the UK capital. “London has long been a global center for creativity, culture, entertainment, and storytelling, making it an exciting setting for IAAPA Expo Europe 2026,” he noted.
“What makes this week truly special is the community coming together here. Our industry creates experiences that connect people across generations and cultures, and Expo Europe gives the professionals behind those experiences the opportunity to learn from one another, discover new possibilities, and build relationships that strengthen our industry across Europe and beyond.”
IAAPA was founded in 1918, and is recognised as the largest international trade association for permanently located attractions, representing leading companies, consultants, and individual members from over 100 countries. The organisation is globally headquartered in Orlando, Florida, and maintains a worldwide presence with additional offices in Belgium, United Arab Emirates, Hong Kong SAR, China and Mexico.
Attractions Daily is an official media partner for this year’s event. For live updates from IAAPA Expo Europe 2026, follow Attractions Daily on Instagram.
