Running under the theme “Unleash the Wonder,” the event features more than 870 exhibitors, making this year’s show floor a record-breaking one for the European edition of the International Association of Amusement Parks and Attractions (IAAPA).
The show floor is open through September 24, while the broader education program runs through September 25.
The event brings together amusement and theme parks, water parks, family entertainment centers, museums, zoos and aquariums, resorts, cruise lines and other attractions, alongside the manufacturers, developers and suppliers serving them.
IAAPA said more than 70 educational events with 180 speakers are scheduled, covering industry trends, operational challenges and emerging opportunities. The program also includes professional development, behind-the-scenes experiences and networking aimed at giving operators practical ideas they can take back to their businesses.
“Wonder is at the heart of what our industry creates,” said Jakob Wahl, IAAPA president and CEO. He said the Expo provides a forum for the people behind attractions to exchange ideas and explore what comes next for the industry.
London puts entertainment center stage
The opening ceremony leaned heavily into London’s reputation for storytelling with a program featuring William Shakespeare and a reimagined Big Ben-inspired setting linked traditional storytelling.
For exhibitors, however, the show floor remains the main attraction.
The more than 870 companies are displaying new products, technologies, services and guest experiences across the attractions sector, highlighting the industry’s continuing push to combine physical experiences with new technology and more sophisticated entertainment concepts.
Peter van der Schans, executive director and vice president of IAAPA Europe and Sub-Saharan Africa, said London’s position as a global center for creativity, culture and entertainment made it a natural setting for the event.
The Expo comes as attractions operators across Europe continue to look for new ways to increase guest engagement, strengthen revenues and differentiate their experiences in an increasingly competitive leisure market.
IAAPA Expo Europe is being held at ExCeL London in Royal Victoria Dock. Education sessions continue through September 25, while the exhibition closes September 24.
Tags: Jakob Wahl, IAAPA Peter van der Schans London IAAPA Expo Europe 2026
