As visitor habits shift toward shared experiences and family outings, new industry data suggests the UK leisure sector is preparing for a period of sustained financial growth.
New figures show the UK attractions industry, including theme parks and museums, is forecast to expand by nearly 60% by 2027. Driven by ongoing capital projects and consumer spending, the sector is projected to deliver an annual growth rate of 9.8% through 2027. This trajectory outpaces the broader European average of 8.6%, positioning the UK as one of the fastest-growing leisure markets on the continent. In monetary terms, annual visitor spending in UK theme and amusement parks is projected to increase from £991 million in 2022 to more than £1.57 billion by 2027, adding £587 million in annual expenditure.
This performance comes alongside wider momentum across Europe. Theme park spending across the region is expected to rise from £5.6 billion in 2022 to £8.4 billion by 2027. Total regional attendance is also projected to climb from 172.9 million visits to over 213 million during the same timeframe. On the back of these figures, the UK is expected to become the second-largest theme and amusement park market in Europe by visitor spending, trailing only France.
“Remarkable resilience”
Commenting on the sector trajectory, Jakob Wahl, IAAPA President and CEO, highlighted the adaptability of operators following recent economic shifts.
“Following the disruption of the pandemic, the attractions industry has demonstrated remarkable resilience and adaptability,” said Wahl. “Consumers continue to prioritise experiences, and we’re seeing strong confidence from operators and investors alike.
The UK Government’s temporary VAT reduction on family attractions this summer is a welcome boost, making it easier for families to enjoy days out and supporting continued footfall across the sector. The growth forecasts for both Europe and the UK reflect an industry that is not simply recovering but evolving and expanding.”
Operator investment remains central to these market projections, with capital flowing into modern ride technology, guest experience upgrades, and destination developments. Looking further ahead, the planned Universal United Kingdom Resort in Bedford, scheduled to open in 2031, is projected to deliver nearly £50 billion in economic benefit to the UK economy. The project is anticipated to create 20,000 construction jobs alongside 8,000 permanent roles upon opening.
These market dynamics will form a core focus for operators, investors, developers, and suppliers attending IAAPA Expo Europe 2026 in London. As investment continues to support new hardware and operational infrastructure, industry figures point toward a stabilised and growing visitor economy across the UK and wider Europe.
