Traditionally, September for professionals in the European attractions industry is all about the IAAPA Expo Europe. In 2025, from September 22 to 26, it was Barcelona’s turn, at the Fira Barcelona Gran Via. Beyond the exhibition floor and the many knowledge sessions on site, this year we also made trips to PortAventura World and Parc d’Atraccions Tibidabo. During the knowledge sessions, on the exhibition floor itself, and during the excursions, we once again gained a wealth of knowledge that we are happy to share with you. Below you will therefore find 10 trends and sources of inspiration from the IAAPA Expo Europe in 2025.
1. Digital immersion and personalization
There is increasing investment in the attractions industry in technologies such as mixed reality (MR) and virtual reality (VR), but also in augmented reality (AR) and artificial intelligence (AI). For example, while we have already seen VR experiences in many parks, PortAventura World is investing in MR. With transparent glasses, the physical world is expanded with virtual elements. This increases capacity (more visitors per hour than with classic VR), prevents motion sickness, and preserves the social aspect of a shared ride. During the EDUTour on September 22, we were able to experience their MR attractions, including El Diablo Neo, a roller coaster ride, and Hysteria in Boothill, a permanent haunted house. Whereas VR may cause you to lose the connection with the park you are in, MR ensures that you remain more connected. MR is not only emerging in theme parks—many MR games could also be found on the exhibition floor.
PortAventura’s vision for the future on this subject is that visitors will soon be able to choose between a classic park experience or a digitally enhanced version. Think of personalized augmented reality layers over the physical park. With AI, attractions could, for example, adapt in real time to the emotions or preferences of visitors, creating hyper-personalization. For Gen Z and Gen Alpha, who prefer experiences over material things and want to share everything on social media, this is crucial. It also ensures that parks remain competitive compared to digital (at-home) entertainment such as Netflix, Fortnite, or TikTok.
2. Premiumization and exclusive experiences
Theme parks are catering to a wide range of budgets by offering luxury and exclusive experiences to guests who want to spend more. Think Michelin-starred restaurants in theme parks, five-star hotels, exclusive suites, authentic F&B concepts that fit the theme, and VIP packages. Such premium options provide visitors with extra comfort and status, while generating high margins for the parks. This trend is relevant because the wealthiest 10% of visitors account for a disproportionate share of spending (around 50% of revenue).
3. Fusion attractions
A striking trend is the emergence of so-called fusion attractions, where different types of entertainment are combined into a single experience. In this case, the boundaries between traditional categories blur: for example, historic castles are transformed into interactive experiences, or a water park is enhanced with spectacular light shows. Combinations such as sports activities mixed with attraction technology are also appearing. These hybrids offer visitors a unique, versatile experience and thus appeal to a broader audience.
4. Rise of smaller, shorter day attractions
Not everyone wants or is able to spend a full day in a large park anymore, which is why shorter leisure experiences are gaining ground. There is a rise in compact attractions and venues where people are entertained for 2 to 3 hours, such as smaller museums or indoor play and experience centers. These small-scale attractions require less planning and often have a lower price threshold, catering to the need for a spontaneous, accessible outing close to home. As such, they form an attractive alternative to traditional day trips, especially in times of busy schedules and economic uncertainty.
5. Shopping as a day out
Building on the trend above, we see that retail locations are increasingly positioning themselves as leisure destinations. Large garden centers (especially during Christmas) and furniture stores like IKEA are now attracting visitors who make a day out of it, as an alternative to attractions such as zoos and theme parks. This concept is gaining popularity because it is accessible (free entry and visitors decide for themselves what they spend) and requires no extensive planning. Moreover, such locations offer a wide range of facilities—from restaurants to children’s entertainment—making them a complete outing for families and day-trippers. In addition, we see shopping malls increasingly hosting arcades, VR centers, and other leisure concepts.
For the attractions industry, this means that competition comes not only from other parks but also from unexpected directions. It emphasizes how important it is to offer a unique experience that goes beyond just “a day out.” Remarkably, there was also a growing focus on Christmas on the exhibition floor—interesting for garden centers, but also for parks with winter events.
6. Farm and heritage attractions
Attractions on or near farms and heritage sites are growing in popularity, partly due to the post-COVID appreciation for outdoor life and slow tourism. These destinations combine education, nature, and relaxation: from petting farms with playgrounds to historic estates with demonstrations of traditional crafts. Visitors are seeking depth and authenticity, as shown by the trend of slow visits lasting 36 hours or more, where people take the time to truly immerse themselves in the surroundings. Many farm parks are expanding their offerings with various activities (seasonal events, mini-attractions) and accommodations, encouraging families to return regularly and appealing to multiple generations together. The educational aspect—for example, learning about animal welfare or food production—is also considered very important for these kinds of outings.
7. Conservation and connection in zoos
Zoos and aquariums are increasingly emphasizing nature conservation as well as building long-term relationships with their visitors. They invest in special experiences, such as luxury overnight stays among the animals, or offer season pass holders extra benefits and exclusive activities. At the same time, it is crucial to strike a balance between educational entertainment (edutainment) and the focus on nature and conservation. If one of these aspects dominates too much, it can negatively impact the overall visitor experience.
8. Food & beverage as part of the experience
Within day attractions, food & beverage is increasingly seen as a full-fledged part of the overall experience. Theme parks and museums are elevating their F&B offerings with, among other things, Michelin-starred restaurants and unique food concepts that align with the local region, the attraction, or the themed area. Special food and drinks thus contribute to the immersive experience. In addition, dishes are increasingly being presented deliberately as “Instagrammable,” so that visitors are eager to share their day out on social media and the experience continues to live on afterward. A striking trend is also the rise of eatertainment, where meals themselves become part of the overall experience.
9. Social entertainment and shared experiences
On the exhibition floor, there was a striking amount of attractions focused on having fun together in an informal setting: think dartboards, bowling alleys, mini-golf, laser tag, and interactive quiz boxes. These so-called social entertainment venues are accessible and primarily aimed at togetherness, competition, and group fun. They tap into the growing need for social encounters and are attractive for groups of friends and families, but also for companies organizing team outings. This also strongly ties in with trend #4. Visitors prefer an evening of bowling or darts with friends over a day in a large park: it’s shorter and more flexible.
10. Opkomst van indoorattracties door extreem weer
Extreme weather (including heatwaves and heavy rainfall) is having an increasing impact on the day-attractions industry. This is stimulating the rise of indoor attractions and climate-resilient concepts, which offer visitors comfort and certainty regardless of weather conditions. The popular term coolcation, where people, for example, prefer to vacation in Scandinavia rather than the Mediterranean, highlights the growing demand for destinations and attractions that remain pleasant in a warmer climate. This makes climate adaptation a crucial trend for the coming years.
And furthermore…
De IAAPA Expo Europe 2025 in Barcelona liet duidelijk zien dat de attractie-industrie volop in beweging is. Naast de bovengenoemde trends, wordt de sector ook beïnvloed door de politieke situatie in de wereld. Zo is de consument afwachtend en remmen tarieven en handelsbarrières investeringen. Als reactie hierop zien we meer lokalisering, maar is de houding van bedrijven ook juist gericht op voortgang in plaats van terughoudendheid (net als bij COVID). Interessant is bovendien de interesse van investeerders in leisure en het willen aantrekken van nieuwe markten. Denk bijvoorbeeld aan Universal in het Verenigd Koninkrijk en Disney in Abu Dhabi. Verder was nog interessant:
- Season extensions and light festivals help fill low periods with extra visits.
- Pricing strategies are becoming more flexible: price increases of around 15–20% prove to be feasible, weather more often leads to discounts, and smaller attractions rely more on impulse purchases while large parks mainly sell online.
- 2025 is the year of many anniversaries. Appealing to emotion and nostalgia has proven successful in attracting more visitors during an anniversary year.
- Beyond-the-gates strategies are becoming increasingly important. Think of overnight stays, but also your online presence, such as your website and social media.
- In the attractions industry, employee experience is becoming more and more important. Use gamification or reward your employees with special merchandise to increase job satisfaction.
- The digital world and AI are becoming increasingly integrated with the attractions industry. Think of smart queues, mobile apps, digital tickets, visitor flow analysis and prediction, data processing regarding guest preferences, and process optimization.
- Sustainability and inclusivity remain important topics for the attractions industry.
We’re curious to see how all of this will continue to develop. Will we see you next year at the IAAPA Expo Europe 2026 in London?
At Red Online Marketing, we specialize in online marketing for the day-attractions industry. We’re also happy to support you with strategic questions and are always up to date with the latest trends and developments in the sector. Want to brainstorm with us? Feel free to get in touch!
