The hurricane season may have shown little mercy on Florida in October, but IAAPA, headquartered in Orlando, remained steadfast in completing preparations for IAAPA Expo 2024. The global attractions industry's premier event, IAAPA EXPO 2024 is set to take place at the Orange County Convention Center (OCCC) in Orlando, Florida, Nov. 18-22 this year.

Considered the largest annual gathering of amusement park and attractions professionals in the world, IAAPA Expo gathers industry leaders, innovators, and experts alon for four days of networking, education, and exploration. The event highlights the latest trends, innovations, and technologies shaping the future of the attractions industry.

“We are excited to invite professionals from all corners of the globe to join us for IAAPA Expo 2024,” said Jakob Wahl, president and chief executive officer of IAAPA. “This event provides a unique platform for industry professionals to connect, learn from each other, and discover the latest products and services that will enhance their attractions and operations.”

More Exhibitors

The high-in-demand tradeshow floor – which was sold out by Labor Day – will feature more than 1,200 exhibitors showcasing the latest amusement rides, equipment, and technology innovations from the global attractions industry. The event divides exhibitor categories into specialized pavilions – including taking over an additional concourse in the massive convention center. This year's pavilions include Family Entertainment; Food & Beverage; Games & Arcade; Inflatables; Operational Services; Outdoor Exhibitors; Rides & Equipment; Show Production & Design; and Water Park.

“At IAAPA Expo 2024, we are thrilled to host over 1,200 exhibitors, surpassing last year's total,” said Eryka Washington Perry, Director of Global Communications, IAAPA. “While the tradeshow floor is completely sold out, we have created new activations on special themes,for example, Haunting Grounds in the North Concourse, where exhibitors will showcase Halloween-themed innovations aimed at boosting revenue and guest engagement.”

This year IAAPA has turned up the food and beverage presentation several notches. Supplementing the Food & Beverage pavilion will be the IAAPA Expos Street Market, which Perry explained was “a lively new feature focused on culinary innovation. Visitors can experience a variety of food and beverage concepts brought to life through live demonstrations and tastings. New exhibitors will showcase the latest trends in the food and beverage sector, allowing attendees to savor fresh flavors while considering new options for their own venues.”
Most prominent among the cutting-edge innovations will be several new iterations of AI products. “Artificial intelligence and immersive technologies will be key highlights, with AI-driven guest services, personalized experiences, and augmented/virtual reality attractions shaping the industry's future,” said Washington. “The Digital Signage Innovation Lab will showcase cutting-edge advancements in signage technology, while MONOPOLY: IAAPA Edition offers a fun twist—turning the trade show floor into a game board where attendees can connect with global suppliers and explore the latest innovations in a playful, interactive way.”

She added, “The technology category has experienced the most growth, with a significant influx of new companies offering cutting-edge solutions for guest engagement, operations, and sustainability. We are also seeing expansion from existing companies that are evolving to meet the demands of an increasingly tech-savvy audience. “

Supply Chain Improves

Those looking to place orders have an additional reason for optimism. Supply chain disruptions, which have caused global delays and backorder hell for buyers of amusement rides and a whole other range of products, has now begun to ease. “Supply chain issues continued in 2024, but we've seen some improvements compared to 2023,” said Washington. “Lead times are getting shorter. We're optimistic that by 2025, the situation will further stabilize as manufacturers adjust and implement more resilient logistics strategies.”

In the short term, she expects no immediate impact of equipment manufacturer shipping delays on IAAPA members. “For IAAPA Expo, we expect no major disruptions. Manufacturers are working hard to showcase their latest innovations, and many exhibitors are prepared to introduce new products despite the challenges they've faced this year. “

For amusement parks, theme parks, carnival companies, family entertainment centers and other buyers of amusement rides and related equipment, this year's buyers are looking for products that reimagine the guest-experience. “Dark rides and immersive storytelling experiences are particularly popular heading into 2025,” she explained. “Parks investing in immersive technologies are among the key highlights. From AI-driven guest services and personalized experiences to augmented and virtual reality attractions, these innovations are shaping the future of the industry. Contactless technologies and smart park solutions continue to exhibit sales growth as operators seek to improve guest convenience and operational efficiency in narrative-driven attractions that combine traditional ride systems with advanced technology to create fully immersive worlds. Water-based attractions and coasters with unique, interactive elements, are also gaining traction.”

The trend transcends the ride category. “Customization and personalization are big trends for 2025. Guests are looking for more tailored experiences, from personalized food options to bespoke entertainment packages. Sustainability continues to be a priority, with parks investing in eco-friendly amenities and attractions. Additionally, we're seeing an increase in demand for more diverse entertainment offerings that cater to a broader range of interests and cultures.

She added that in 2024, “Buyers are focusing on innovation and guest experience enhancement. There's a strong interest in technology that can boost both operational efficiency and visitor satisfaction. While budgets are being managed carefully due to inflationary pressures, there is a willingness to invest in high-impact products that offer long-term value. “

Inflation Impact

While 2024 was a strong year, this year's optimism is more leavened by caution than in recent memory. “2024 was a solid year for the industry,” said Washington. “Parks and attractions worldwide have reported steady visitor numbers and revenue growth, and new investments in innovative attractions have positioned them well for the future. While there are challenges, such as inflation, extreme weather conditions, and operational costs, there's more reason for optimism in 2025, especially with the rollout of new technologies and expanded guest experiences that cater to a more dynamic audience:”

Overall, “the attitude heading into the 2024 IAAPA Expo is one of optimism and innovation. The industry is embracing a renewed sense of energy, driven by significant advancements in technology, sustainability, and guest experiences. Members are enthusiastic about the possibilities ahead, including new trends in attractions and enhanced guest engagement.”

But this year showed a slowdown in the tempo of growth, and while buyers may not be pulling closed the purse-strings, purchasing will be more targeted and deliberate than in 2023. “While the industry experienced a strong recovery in 2022 and 2023, most of the leaders I've spoken with have referred to 2024 as a challenging year. The optimism from previous gains has tempered somewhat, with a combination of economic uncertainties and shifting consumer behaviors impacting growth. This sentiment is echoed in the latest industry outlook study, which indicates more cautious projections for the remainder of 2024. However, there is still confidence that strategic innovations and long-term planning will position the industry for continued success in the years ahead.”

2024's most obvious impediment was inflation, forcing amusement parks, midway providers and other industry members to modify operations while consumers are showing signs of reducing spending. “Inflation has presented challenges, particularly in terms of operating costs and supply chain pressures. While some parks have had to adjust their pricing strategies, many have worked hard to balance cost increases with guest value. Efforts have been made to hold down price increases, particularly by offering more inclusive packages or optimizing operational efficiencies to minimize impact on visitors.”

Unfortunately, while admission and other prices can be controlled by operators, other categories were subjected to higher costs regardless of new initiatives. “The price increases in 2024 were generally targeted. Food and beverages, due to supply chain disruption and ingredient costs, saw increases. Merchandise also experienced some adjustments. Overall pricing has been carefully managed to avoid deterring attendance.”

Attendees did modify their behavior in 2024, a worrying sign for all entertainment industries.

“We have seen some signs of more cautious spending, particularly among middle-income guests, but the overall demand for unique experiences remains strong,” said Washington. “Many guests are choosing to prioritize premium experiences over quantity, opting to spend more selectively on family-focused activities.”

What she expects to see continue throughout 2024 are value-added packages and personalized guest experiences. “One growing trend we've observed is the increasing popularity of exclusive VIP elements and experiences offered by parks. These tailored offerings cater to guests seeking personalized, high-value experiences, and this trend is helping parks maintain engagement with visitors who are still willing to spend, but in more thoughtful ways. The trend in additional accommodation offers is also highlighting the trend of having people extend their stay with unique immersive experiences.”

Educational Programming

The IAAPA Expo has evolved post-pandemic, becoming even more dynamic, focused on innovation, and becoming an experience on its own with the additions of more events, features, and activations. The industry's resilience during these challenging years has fostered an atmosphere of optimism. While there are challenges, such as inflation and supply chain issues, the enthusiasm for doing business and investing in the future remains strong. The growth in numbers with a record-breaking Expo in 2023 underlines this trend.

In addition, to the most comprehensive exhibition floor in the amusement and outdoor event industry, the IAAPA Expo will host a comprehensive education program, featuring sessions led by industry experts covering topics such as guest experience, sustainability, technology, artificial intelligence, marketing and communications, safety, and security.

“IAAPA's education team took great care to build a conference program that offers something for everyone,” said Michael Shelton, vice president and executive director of IAAPA's North America region. “Session speakers this year truly represent all pockets of the industry and this year's EDUSessions include everything from a deep dive into artificial intelligence to how to build a better financial foundation, to trending public relations topics and crisis communications.”

For 22 years, an educational highlight of the expo has been the Legends Panel. moderated and curated by Bob Rogers, CEO and Chairman of BRC Imagination Arts. This convention cornerstone for sharing essential knowledge from creative leaders, features three extraordinary talents who embody Ralph Waldo Emerson's words: “Do not go where the path may lead; go instead where there is no path and leave a trail.”

Rogers, himself an IAAPA Hall of Fame inductee and recipient of the Thea Lifetime Achievement Award, has also earned two Oscar nominations. This year's panel features Bob Weis, whose Imagineer career spans four decades, most recently as the president of Walt Disney Imagineering; Margaret Chandra Kerrison, whose 16-year career of creating narratives and writing for television, film, digital media, games, brand storytelling, location-based entertainment, narrative place-making, and immersive experiences, includes Star Wars: Galaxy's Edge, Star Wars: Rise of the Resistance, National Geographic Base Camp, and the NASA Kennedy Space Center Visitor Complex and Joe Pine, author of the bestselling The Experience Economy.

The challenges the industry faced in 2024 – inflation, supply disruptions, stricter admissions policies for minors, and political volatility – were met with innovation and optimism, proven attributes of the global entertainment industry. Comprehensive industry conventions like the IAAPA Expo may be more necessary than ever, but it's reflective of the role amusement parks continue to play in contemporary pop culture.

“Amusement parks and attractions continue to thrive by offering immersive, escapist experiences that resonate across all ages,” said Washington. “Despite the uncertainty in today's world, they've evolved with technology, storytelling, and personalized offerings while maintaining their core appeal of fun, adventure, and shared memories—providing a much-needed escape for guests.”