LONDON — In 2026, the International Association of Amusement Parks and Attractions’ (IAAPA)® IAAPA Expo Europe hosted its largest show floor to date, which spanned more than 245,000 square feet.
This is a 50% growth since the event, which rotates cities annually, was last held in London in 2022.
IAAPA Expo Europe welcomed 16,530 verified attendees, including 11,710 qualified buyers representing 8,956 buying companies across 118 countries, and more than 870 exhibitors.
It took place at ExCeL London, and the expo hall was open Sept. 22-24 while education ran Sept. 21-25.
A key factor behind this event’s growth is the breadth and relevance of its programming.
“The education sessions and special events are designed to address the needs of the diverse sectors that make up the attractions industry, from theme parks and water parks to family entertainment centers and other leisure destinations,” Peter van der Schans, Vice President and Executive Director IAAPA Europe and Sub-Saharan Africa, said. “This ensures that professionals across the industry can find opportunities to learn, share experiences and build valuable connections.”
Also, the show’s host market played an important role.
“The U.K. is a significant market for the attractions industry, with major investments reshaping its landscape on an unprecedented scale,” van der Schans added. “Developments such as Universal Destinations & Experiences’ plans for a landmark new theme park highlight the scale of opportunity in the market, making London an especially relevant location for bringing the global attractions community together.”
New Features at a Landmark Show
IAAPA Expo Europe introduced a dedicated Food & Beverage Zone, where 20 companies showcased the latest products, concepts and solutions, and offered new ideas for diversifying income streams while enhancing the guest experience.
Also, it significantly expanded its networking opportunities.
In addition to the show’s established receptions for indoor entertainment, theme park and water park professionals, the 2026 program launched three regional receptions focused on the DACH region (which consists of Germany, Austria and Switzerland), Poland and France, creating more market-specific connection opportunities.
The session “IAAPA Legends Europe: Stories Behind the Experiences That Shaped an Industry,” brought a popular format from IAAPA Expo in Orlando to the show, and spotlighted people, ideas and experiences that have helped shape the European attractions industry.
In a new Halloween-themed EDUTour hosted by Merlin Entertainments at Thorpe Park on September 25, attendees explored attractions in a real operating environment and learned about the creative and operational considerations behind seasonal experiences.
“Together, these additions reinforced IAAPA Expo Europe’s role as a place not only to discover new products and ideas, but also to build relationships and learn from the experiences shaping the future of the attractions industry,” van der Schans said.
Related. IAAPA Expo 2026 Expands and Designs for Impact in Orlando
Helping First-Timers Succeed
As the Expo continues to grow, ensuring that first-time attendees feel welcome and can make the most of their experience is an increasingly important priority.
“Attending a major industry event for the first time can be overwhelming, particularly given the scale of the Expo and the number of opportunities available,” van der Schans said. “That is why we introduced several initiatives this year to help newcomers feel more confident and navigate the event successfully.”
A dedicated first-timer section on the IAAPA Expo Europe website showcased practical tips and advice before the show. Also, IAAPA invited members to share their recommendations through organic social media posts.
Onsite, prominent signage in the main registration area at ExCeL London’s West Entrance had a QR code that led to a page with helpful tips. A dedicated session on opening day helped newcomers navigate the Expo and identify relevant opportunities.
“Ultimately, the goal is to ensure that every attendee, regardless of their experience with IAAPA Expo Europe, feels equipped to connect with the industry, discover new ideas and make valuable use of their time,” van der Schans added. “As the event grows, we will continue looking for ways to make the experience more accessible and rewarding for everyone.”
A Sustainability Victory
This year, IAAPA Expo Europe achieved its first certification as a Sustainable Event by Greentime, after an independent third-party assessment.
The certification criteria and process took a comprehensive approach to sustainability, and examined the event’s impact across several areas, such as transportation, waste management, working conditions, diversity and financial sustainability.
“This broad scope reflects the importance of considering sustainability not as a single initiative, but as an integral part of how the Expo is planned and delivered,” van der Schans said.
van der Schans explained that several practical measures, linked to both environmental and social responsibility, helped the show achieve this milestone.
All carpet used in gangways, public areas and shell scheme stands was recycled. Clearly labelled recycling streams across the show floor, the introduction of a waste patrol team, and the collection and recycling of exhibitor badges and lanyards also encouraged waste reduction.
IAAPA reduced the use of paper overall, making education and exhibitor materials available digitally and encouraging attendees to use the show’s website and app instead of printed guides.
Catering initiatives included reusable china and glassware in IAAPA-managed areas.
Also, attendees were asked to consider lower-emission travel options, and IAAPA provided guidance on public transport, rail, walking and cycling.
Accessibility and inclusion measures included a professionally designed and supervised SensoryCalm™ Quiet Room for attendees who needed a quieter space and accessible facilities and free admission for personal assistants.
“For an association and industry increasingly focused on sustainability, this achievement is particularly meaningful,” van der Schans said. “It demonstrates IAAPA’s commitment to leading by example and embedding environmental and social responsibility into its own Expo. The certification is an important step, and these practical measures provide a foundation for continuing to evaluate and improve how IAAPA Expo Europe is managed in the future.”
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