UK and More Countries to Unite at IAAPA Expo Europe 2026 in London

Written By: Tuhin Sarkar

Tuhin Sarkar

Tuhin Sarkar is a Senior Journalist at Travel and Tour World with more than 10 years of experience in travel and tourism journalism. A post-graduate in Journalism and Mass Communication from Jadavpur University, he combines strong research, industry knowledge and storytelling expertise to produce engaging, insightful and impactful travel news and fascinating feature stories.

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August 31, 2026 6:15 PM

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UK and more countries will unite at IAAPA Expo Europe 2026 in London, where 840+ exhibitors, global attractions leaders and new tourism technology will turn ExCeL into a major industry hotspot.

UK and more countries will unite at IAAPA Expo Europe 2026 in London this September, creating a powerful meeting point for the global attractions and tourism industry. The event will bring 840+ exhibitors to ExCeL London, alongside more than 60 education events and a major international business audience.

Meanwhile, the exhibition will showcase new rides, technology, guest solutions, entertainment concepts and operational innovations. As a result, London is set to become a major centre for tourism, travel and leisure professionals seeking new partnerships and commercial opportunities. The event returns after four years, making its 2026 London edition especially significant for the UK and wider European attractions market

IAAPA Expo Europe 2026 will return to London from 21–25 September, with the trade show running 22–24 September at ExCeL London. More than 800 exhibitors, 175+ speakers and 60+ education sessions will put the global attractions industry under one roof, creating a major meeting point for travel, tourism, leisure and entertainment businesses.

IAAPA Expo Europe 2026: What Is Happening in London?

London is preparing to become a major meeting point for the global attractions industry as IAAPA Expo Europe 2026 returns to the UK after four years, bringing manufacturers, operators, technology companies, consultants and entertainment specialists together at ExCeL London. The event’s education programme runs from 21–25 September 2026, while the main exhibition floor opens from 22–24 September, giving professionals several days to explore products, exchange ideas and develop new commercial relationships.

IAAPA says the 2026 edition will be its largest IAAPA Expo Europe to date, with the show floor expanding to more than 800 exhibiting companies and around 21,000 square metres in its May announcement, while a later IAAPA update describes more than 800 companies across approximately 22,000 square metres. That growth is significant for travel and tourism because attractions increasingly influence destination competitiveness, hotel demand, family holidays, city breaks and the wider visitor economy.

More Than 800 Exhibitors Will Drive the Show

The exhibitor presence is one of the strongest reasons the London edition deserves attention from the wider travel industry, with IAAPA’s current event page listing 840+ show-floor exhibitors. The official exhibitor directory already includes companies involved in rides, family entertainment, virtual reality, ticketing, visual technology, water attractions, playgrounds, software, food and beverage, guest services and other solutions used throughout modern tourism and leisure operations.

Among the companies currently appearing in the official directory are accesso, MACK Rides, Vekoma Rides Manufacturing, TAIT, Gateway Ticketing Systems, SKIDATA, Semnox Solutions, DOF Robotics, Brogent Technologies, Puttshack, Vortex Aquatic Structures International, Rovio Entertainment, Mobaro and Smarte Carte. The list also includes specialist suppliers such as 6DOF Systems, API Water Fun, Berliner Seilfabrik, EPIC Cinema Systems, Hero Zone VR, Painting With Light, Quiz Room and Tigapo/Nayax, demonstrating how wide the attractions supply chain has become.

A Global Exhibitor Base Comes to London

The international profile is equally important because IAAPA Expo Europe is not simply a UK trade exhibition, but a European platform with global participation across the attractions economy. The official exhibitor directory’s country structure includes exhibitors from markets spanning Europe, North America, Asia, the Middle East, Latin America and Oceania, reflecting the increasingly international nature of tourism investment and attractions development.

Countries and territories represented in the exhibitor directory include the United Kingdom, United States, Germany, France, Italy, Spain, Netherlands, Belgium, Switzerland, Austria, Sweden, Denmark, Finland, Norway, Poland, Portugal, Czech Republic, Hungary, Romania, Slovakia, Slovenia, Croatia, Greece, Ireland, Lithuania, Latvia, Luxembourg and Ukraine. The list extends beyond Europe to Australia, Brazil, Canada, China, Hong Kong SAR, India, Israel, Japan’s wider regional supply chain, Mexico, the Philippines, South Korea, Saudi Arabia, Taiwan, the UAE and other international markets, underlining London’s role as a commercial crossroads for the attractions sector.

Visitor Numbers: What Can Be Reliably Expected?

Visitor expectations need to be handled carefully because IAAPA has not published a definitive 2026 attendance guarantee on its current event page, but the previous edition provides a strong benchmark for the scale of the London gathering. IAAPA Expo Europe 2025 in Barcelona attracted 15,877 verified attendees, including 11,477 qualified buyers representing 9,370 buying companies across 121 countries, making an attendance level of more than 15,000 professionals a reasonable evidence-based benchmark for the 2026 edition.

The 2025 results also show why the event matters commercially rather than simply numerically, as attendees represented amusement and theme parks, water parks, family entertainment centres, zoos, aquariums, museums and resorts. For travel and tourism businesses, those sectors are directly connected to visitor spending, destination development, accommodation demand, transport patterns and the creation of new reasons for travellers to visit a destination.

London Gives the Event a Strategic Advantage

The decision to bring IAAPA Expo Europe back to London carries particular weight because the UK is an important European market for attractions and indoor entertainment. IAAPA says the United Kingdom has its largest European membership base, while the organisation also highlights the country’s influence on indoor entertainment trends across neighbouring markets.

London also offers an unusually strong environment for an international industry gathering, combining a global airport network, extensive hotel inventory, major tourist attractions and a mature business-events infrastructure. That combination makes the event relevant not only to attractions companies, but also to travel planners, tourism authorities, destination organisations, hospitality businesses and other companies seeking to understand where future visitor experiences are heading.

Attractions Are Becoming More Important to Tourism

The relationship between attractions and tourism has changed considerably as travellers increasingly seek experiences rather than simply sightseeing opportunities, and IAAPA Expo Europe provides a window into that transformation. Theme parks, water parks, family entertainment centres, immersive experiences and technology-led attractions can extend visitor stays, encourage repeat travel and create additional spending opportunities across hotels, restaurants, retail and transport.

The European market itself is large enough to explain the industry’s growing attention, with IAAPA’s 2026 exhibition prospectus forecasting almost 198 million theme and amusement park visitors in Europe by the end of 2026, alongside nearly US$10 billion in spending. The same material forecasts attendance growth of around 4% annually through 2028, while spending is expected to increase by more than 7%, creating a substantial commercial backdrop for the companies exhibiting in London.

Technology Will Be a Major Theme

Technology is expected to occupy a prominent position across the show floor, reflecting how attractions are moving towards increasingly immersive, personalised and digitally connected visitor experiences. Exhibitors such as DOF Robotics, Brogent Technologies, accesso, Gateway Ticketing Systems, SKIDATA, ROE Visual and Hero Zone VR demonstrate the industry’s focus on automation, immersive entertainment, digital ticketing, virtual reality and more sophisticated guest-management systems.

This matters to tourism because technology is increasingly shaping the complete visitor journey, from booking and admission to entertainment, food purchases, queue management and post-visit engagement. Attractions operators therefore have an opportunity to use the technologies presented at IAAPA Expo Europe not simply to entertain guests, but also to improve operational efficiency, generate additional revenue and strengthen destination competitiveness.

Food and Beverage Gets Its Own Spotlight

A new dedicated Food & Beverage zone will add another dimension to the 2026 exhibition, with IAAPA’s latest event information highlighting approximately 20 companies showcasing products and culinary concepts. The addition reflects a wider shift in attractions where food and beverage is increasingly treated as a strategic part of the guest experience and an important source of ancillary revenue rather than a secondary service.

For tourism destinations, that trend is particularly relevant because distinctive food experiences can become part of a destination’s identity and influence visitor satisfaction. Theme parks, resorts, family entertainment centres and other attractions can use food concepts to increase dwell time, improve spending per visitor and create experiences that travellers are more likely to remember and share.

Education Programme Expands

IAAPA Expo Europe 2026 will also place substantial emphasis on professional education, with more than 175 industry speakers and over 60 education sessions scheduled across five dedicated spaces. The programme is designed to address operational performance, innovation, leadership, technology, sustainability, guest experience and other issues affecting the attractions industry.

The education programme gives tourism professionals an opportunity to examine the business models behind successful attractions rather than simply viewing new equipment. Sessions, networking opportunities and behind-the-scenes experiences can provide practical lessons for operators looking to improve visitor satisfaction, increase revenue and build stronger connections between tourism destinations and entertainment products.

Sustainability Moves Higher Up the Agenda

Another important development is the event’s sustainability certification, with IAAPA confirming that IAAPA Expo Europe 2026 has been certified as a Sustainable Event by Greentime following an independent assessment. IAAPA reports a score of 76% and says the assessment considered areas including transport, waste management, working conditions, diversity and financial sustainability.

That development is increasingly relevant to travel and tourism because environmental performance is becoming part of how destinations, venues and events are evaluated by businesses and visitors. Attractions operators are under growing pressure to reduce resource consumption while maintaining memorable experiences, making sustainability technology and operational practices an important commercial topic at the London exhibition.

Anup Kumar Keshan, Editor-in-Chief, TTW says,

“IAAPA Expo Europe 2026 is more than an attractions trade show; it is a powerful meeting point for the future of global travel and tourism. Bringing more than 800 exhibitors and thousands of industry professionals to London demonstrates how quickly visitor expectations are evolving around immersive entertainment, technology, sustainability and memorable experiences. The event can create meaningful opportunities for destinations, hotels, attractions, airlines, tour operators and tourism businesses to understand where the next generation of travellers will spend their time and money. London is an ideal host because of its global connectivity, strong tourism ecosystem and international business appeal. The combination of innovation, networking and education at IAAPA Expo Europe can help strengthen partnerships across the visitor economy and encourage new ideas that make destinations more competitive, engaging and commercially successful.”

“IAAPA Expo Europe 2026 is more than an attractions trade show; it is a powerful meeting point for the future of global travel and tourism. Bringing more than 800 exhibitors and thousands of industry professionals to London demonstrates how quickly visitor expectations are evolving around immersive entertainment, technology, sustainability and memorable experiences. The event can create meaningful opportunities for destinations, hotels, attractions, airlines, tour operators and tourism businesses to understand where the next generation of travellers will spend their time and money. London is an ideal host because of its global connectivity, strong tourism ecosystem and international business appeal. The combination of innovation, networking and education at IAAPA Expo Europe can help strengthen partnerships across the visitor economy and encourage new ideas that make destinations more competitive, engaging and commercially successful.”

Why the 2026 London Edition Matters

The importance of IAAPA Expo Europe 2026 extends beyond the exhibition halls because the products and ideas presented in London can influence how attractions are designed, operated and marketed across international destinations. With more than 800 exhibitors, a rapidly expanding show floor, a global exhibitor base and a proven audience of more than 15,000 professionals at the previous edition, the event has the scale to generate significant industry conversations.

For travel and tourism stakeholders, the most important takeaway is that attractions are increasingly becoming an integral part of destination strategy rather than standalone entertainment businesses. As travellers seek more immersive experiences, destinations that combine accommodation, culture, entertainment, food, technology and attractions can potentially increase visitor spending and create stronger reasons for international and domestic travellers to return.

IAAPA Expo Europe 2026 is set to make London a focal point for the international attractions economy, with 840+ exhibitors, more than 175 speakers, over 60 education sessions and a record-breaking exhibition floor expected to attract a substantial professional audience.

For the wider travel and tourism sector, the significance is clear: attractions are becoming increasingly important components of destination development, and the technologies, experiences and commercial partnerships unveiled in London could influence how visitors travel, spend and experience destinations in the years ahead. With the event returning to the UK after four years, IAAPA Expo Europe 2026 is positioned not merely as another industry exhibition, but as an important indicator of where the global leisure, tourism and visitor-experience economy is heading.

“IAAPA Expo Europe 2026 is more than an attractions trade show; it is a powerful meeting point for the future of global travel and tourism. Bringing more than 800 exhibitors and thousands of industry professionals to London demonstrates how quickly visitor expectations are evolving around immersive entertainment, technology, sustainability and memorable experiences. The event can create meaningful opportunities for destinations, hotels, attractions, airlines, tour operators and tourism businesses to understand where the next generation of travellers will spend their time and money. London is an ideal host because of its global connectivity, strong tourism ecosystem and international business appeal. The combination of innovation, networking and education at IAAPA Expo Europe can help strengthen partnerships across the visitor economy and encourage new ideas that make destinations more competitive, engaging and commercially successful.”

The cause is clear: the global attractions industry is expanding as travellers increasingly seek immersive entertainment and memorable experiences. The answer is IAAPA Expo Europe 2026, where the UK and more countries will unite in London to exchange ideas, showcase technology and build commercial relationships. The reason is equally compelling, because attractions now play a larger role in tourism, destination development and visitor spending. With more than 800 exhibitors, 175+ speakers and over 60 education sessions, the event offers an important platform for companies shaping the next generation of travel experiences. Therefore, London’s return as host city could strengthen connections between tourism, hospitality, entertainment and attractions businesses across Europe and beyond

IAAPA Expo Europe 2026 is poised to make London a major global meeting point for attractions, travel and tourism professionals. The UK and more countries will unite at ExCeL London from 21–25 September, while the main show floor will operate from 22–24 September. Crucially, IAAPA is promoting 840+ exhibitors, making this the largest edition in the event’s history, with innovations spanning rides, technology, guest experiences, entertainment, design, operations and food and beverage. The event also offers more than 60 education events, creating opportunities to examine the business and technology trends reshaping modern tourism. For the UK, the return is especially important because IAAPA identifies the country as having its largest European membership base. Ultimately, IAAPA Expo Europe 2026 is not simply another industry exhibition; it is a major opportunity to connect tourism, travel, hospitality and attractions businesses while revealing how destinations may compete for tomorrow’s experience-driven travellers.

Frequently Asked Questions

When is IAAPA Expo Europe 2026?

IAAPA Expo Europe 2026 takes place from 21–25 September 2026, with the main show floor operating from 22–24 September at ExCeL London. The wider programme includes education, networking and special industry events.

Where is IAAPA Expo Europe 2026 being held?

The event will be held at ExCeL London, Royal Victoria Dock, London E16 1XL, United Kingdom. ExCeL is a major international exhibition venue with strong transport connections to central London and London’s wider travel network.

How many exhibitors will attend?

IAAPA currently promotes 840+ show-floor exhibitors, while its May 2026 announcement confirmed more than 800 exhibitors. The exhibitor directory remains subject to additions and updates as the event approaches.

How many visitors are expected?

IAAPA has not published a definitive guaranteed attendance figure for 2026, but the previous Barcelona edition recorded 15,877 verified attendees and 11,477 qualified buyers. That makes a turnout above 15,000 industry professionals a credible benchmark for the London edition, rather than relying on unsupported higher third-party estimates.

Which countries are exhibiting?

The official exhibitor directory includes companies from numerous European markets as well as the UK, USA, Canada, Australia, China, India, Brazil, Mexico, South Korea, Saudi Arabia, UAE and other international markets. The breadth of participation reinforces the event’s role as an international attractions-industry marketplace.

Why is IAAPA Expo Europe important for travel and tourism?

Attractions influence destination appeal, visitor spending, length of stay and repeat travel, making the sector closely connected to tourism performance. IAAPA Expo Europe provides travel and tourism businesses with access to new technologies, attractions concepts, operational ideas and industry partnerships that can shape future visitor experiences.

What will exhibitors showcase?

The exhibition covers a broad range of attractions-related products and services, including rides, family entertainment, virtual reality, ticketing, water attractions, playground equipment, visual technology, software, food and beverage solutions and guest-experience systems. The official directory demonstrates the breadth of suppliers participating in the 2026 show.