ORLANDO — Thanks to the enhancements the International Association of Amusement Parks and Attractions (IAAPA) made in the last year, IAAPA Expo 2025 experienced a significant amount of growth across all major metrics.
The event, held at the Orange County Convention Center (OCCC) Nov. 17-21, welcomed 38,520 verified attendees — which is not only a 4% increase from 2024, but an all-time attendance record. In addition, there were 28,598 qualified buyers at the show — also a 4% increase from last year — and over 1,100 exhibitors representing 102 countries.
“This continued momentum reflects both the strength of the global attractions industry and IAAPA’s commitment to delivering meaningful value,” said Jakob Wahl, IAAPA’s President and CEO. “Our focus on fresh learning, networking and business development opportunities continues to drive engagement among both new and returning participants.”
Elevating Attendee Experience
One way in which IAAPA enhanced its attendee experience was robust education. The show featured more than 170 education sessions covering technology, safety and guest experience insights that can be used by professionals at water parks, family entertainment centers, zoos, aquariums, amusement and theme parks, museums, cruise lines and resorts.
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Also, the association used the event as an opportunity to further support learning. The IAAPA Foundation raised more than $188,000, which was matched by IAAPA, to provide global scholarships and educational initiatives to train the next generation of attractions industry professionals.
IAAPA Expo 2025 also expanded its Women in the Industry Lunch, added live chef demonstrations to its Street Market and increased the visibility of the Brass Ring Exhibit Award for Best New Product by launching a website highlighting those in the running. The Haunting Grounds feature returned to the expo, so exhibitors could show off their Halloween attractions and meet buyers looking for impactful seasonal experiences. An educational component was also added to this portion of the show.
Enhanced Outreach
In order to publicize all of the new features and drive attendance, IAAPA enhanced its global communications and outreach strategy.
“We amplified storytelling across digital platforms, highlighted major exhibitor announcements in real time and supported more than 300 media representatives through an expanded onsite press office,” Wahl said. “Our marketing also emphasized hands-on experiences, EDUTours and global innovation, helping drive both domestic and international attendance. This integrated approach contributed to record-breaking participation and increased media visibility throughout the week.”
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Wahl says that another large part of the record-breaking participation of this year’s show is the relational value it always brings. New and returning attendees alike were drawn to IAAPA Expo because it provided a chance to learn and grow while connecting with others in the industry.
“Attendees consistently shared that the energy and innovation of this year’s Expo stood out most. From groundbreaking ride announcements to immersive demos and the largest trade show floor in Expo history, the event offered unmatched opportunities to discover new products, form partnerships and experience the future of attractions firsthand,” Wahl added. “For many, the highlight was reconnecting with colleagues from around the world — a reminder that IAAPA Expo remains the heart of the global attractions community.”
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