The global attractions industry's premier event, IAAPA Expo 2025, will be held at the Orange County Convention Center (OCCC) in Orlando, Florida, from November 17 - 21 (the show floor will be open November 18-21). As the largest annual gathering of amusement park and attractions professionals in the world, the Expo brings together industry leaders, innovators, manufacturers, carnival operators, and managers for four days of networking, education, exploration, and first-hand market research. The event showcases the latest trends, innovations, and technologies shaping the future of the attractions industry.

“IAAPA Expo is where the global attractions industry comes together to share ideas, discover trends, and celebrate our shared passion for creating unforgettable guest experiences,” said Rob McNicholas, Executive Vice President and Vice President of IAAPA North America. “This year in Orlando, attendees can expect unmatched opportunities to learn, connect, and be inspired.”

The 2025 Expo will feature the largest trade show floor in the industry, with more than 1,100 exhibitors presenting new attractions, entertainment, and amusement equipment. Over 170 education sessions will be led by industry experts, spanning multiple career tracks. In addition, there will be more than ten official networking receptions, along with many informal opportunities for collaboration.

Despite economic challenges, including inflationary pressures and new tariff policies disrupting global markets, IAAPA members remain optimistic. By most accounts, the 2025 season for North American parks was positive, underscoring the industry's resilience.

“The overall attitude among our members heading into IAAPA Expo 2025 is very positive,” said Jakob Wahl, President and CEO of IAAPA. “The show continues to evolve and expand, and our members are eager to network, make business deals, and discover new products and services.”

Opportunity and Learning

Was 2025 a good year for North American amusement parks? Wahl is cautiously optimistic. “This has been a year of opportunity and learning for the global attractions industry. We've seen strong attendance, bold new investments, and a renewed commitment to guest experience. At the same time, our members are carefully planning and adapting to factors that shape the industry. Looking ahead, optimism outweighs caution as we prepare for a future of continued innovation and growth.”

He continued, “Compared to 2024, members are making greater use of IAAPA's benefits and resources, from networking and education to market insights. They are also requesting new tools to help them innovate. There's a strong appetite for learning and collaboration as the industry works to stay ahead in a rapidly evolving market.”

Wahl noted that this year's tradeshow is completely sold out. “Next year IAAPA will expand into the West Concourse of the OCCC, giving us the ability to host more exhibitors and provide additional opportunities for our members and buyers.”

One of the hottest categories in 2025 has been games and related technology. “The Games and Arcade Pavilion and the Family Entertainment Center Pavilion have seen the strongest growth. These categories are attracting operators eager to expand offerings for families and multi-generational audiences. We expect strong representation in interactive and immersive experiences, including virtual and augmented reality, gamification, and advanced simulation rides. Other growing areas include cashless and mobile payment solutions, guest engagement platforms, and data-driven operations that help parks improve efficiency and guest satisfaction.”

Immersive Experiences

From carnival midways to theme parks, innovation is focused on enhancing the guest experience. “We're seeing continued emphasis on immersive and family-friendly attractions,” Wahl explained. “Parks are investing in hybrid attractions that combine thrills, storytelling, and interactivity. Water rides, dark rides, and themed immersive experiences are trending, as operators work to create memorable, multi-sensory visits. For 2026, expect new developments in both ride technology and experience design, as parks differentiate themselves with unique storytelling and interactive features.”

Wahl added, “Buyers attending IAAPA Expo 2025 are looking for solutions that enhance guest experience while improving operational efficiency. They are interested in immersive attractions, interactive technologies, family entertainment offerings, and tools that streamline operations, improve safety, or strengthen guest engagement. Many are also exploring innovations in food and beverage, themed entertainment, and seasonal events to help attract and retain visitors.”

Still, attendees should be aware of ongoing delays in equipment orders. “Lead times and shipping delays remain a challenge,” Wahl acknowledged. “While some goods take longer to arrive, the industry has adapted through advanced planning, flexible sourcing, and creative approaches like prebuilt displays or virtual demonstrations. Despite the logistical hurdles, attendees will see a strong and diverse lineup of attractions and technologies at the Expo.”

Tariff Impact

Complicating matters further are tariff policies that have shifted multiple times under the Trump Administration. “The impact of tariffs is noticeable,” Wahl said. “Our industry depends on global supply chains for both parts and finished goods. The added costs ripple through the industry, raising expenses for construction materials, ride components, food and beverage, and merchandise. Smaller operators are especially vulnerable, often forced to decide whether to absorb the costs or pass them on to guests. Members across the United States, China, and Europe have all felt the effects.”

Nonetheless, Wahl emphasized, “Despite these challenges, our industry continues to innovate and deliver value.”

IAAPA's annual State of the Global Attractions Industry Report noted that tariffs have affected everything from facility purchasing to attendance forecasts, with some consumers adopting a “wait-and-see” approach before committing to visits. Six months after its release, Wahl observed: “Some uncertainty has eased, but forecasting remains complex. Consumers still show strong interest in out-of-home entertainment and travel, but tariffs continue to influence long-term planning.”

Another notable trend is sustainability. “Eco-friendly operations, energy-efficient technologies, and waste-reduction initiatives are increasingly important to our members,” Wahl added.

Economic Concerns

Inflation has also weighed heavily on the industry in 2025. “Like nearly every sector, attractions have been hit by rising costs for materials, labor, and operations,” Wahl explained. “Parks have had to adjust, balancing expenses with the need to keep experiences accessible.”

Despite this, demand remains strong. “Families continue to prioritize safe, fun, and memorable experiences,” Wahl said. “Even with modest price increases, leisure and travel remain top priorities. Domestic travel is driving attendance, and as international travel stabilizes, we expect gradual increases in overseas visitors.”

Festivalization

The IAAPA Global Impact Report also pointed to the growing trend of festivalization, in which amusement parks create mini-events during slower times to boost attendance. “Food, wine, art, and music festivals have become valuable tools for increasing early season attendance and driving additional spending,” the report noted.

“Festivalization continues to be a major growth area,” Wahl confirmed. “What began as a seasonal strategy has evolved into a year-round opportunity. Parks are finding success with signature festivals, such as SeaWorld Orlando's Seven Seas Food Festival or EPCOT's Food and Wine Festival. Others are partnering with established festivals, such as Defqon.1 at Walibi Holland in the Netherlands, to attract new audiences.”

Featured Events and Speakers

Beyond the tradeshow floor, attendees will enjoy LEGENDS: A Hall of Fame Celebratory Affair, honoring the 2025 IAAPA Hall of Fame inductees: Keith James, Gerardo Arteaga Oehninger, Dolly Parton, Gary S. Wachs, and Su Zhigang. The Leadership Breakfast will feature Mark Woodbury, Chairman and CEO of Universal Destinations & Experiences, who will share insights on creativity and innovation in themed entertainment.

Another highlight is the Women in the Industry Lunch, featuring Dr. Lauren Hodges, a human performance expert, who will speak on resilience, leadership, and personal growth. This event will be held in the new IAAPA Theater.

EDUTours will take attendees behind the scenes at Central Florida's top attractions, including SeaWorld Orlando, Universal Orlando's Halloween Horror Nights, Fun Spot America, and LEGOLAND Florida Resort.

The Legends of Epic Panel, moderated by Bob Rogers of BRC Imagination Arts, will feature Eric Parr, Jody Keller, Steve Blum, and Katy Pacitti—talents behind Universal's Epic Universe.

Outlook

IAAPA continues to build on its record-setting success. Last year's North American Expo welcomed more than 41,000 attendees from around the globe, and expectations are equally high for 2025.

“Amusement parks remain a destination like no other because they provide experiences that cannot be replicated at home or online,” Wahl said. “Today's parks meet evolving guest expectations by integrating technology, storytelling, dining, live entertainment, seasonal events, and interactive features. By continuously innovating and creating memorable moments, amusement parks remain a must-visit destination for families and travelers alike.” â–