IAAPA Expo Europe returns to London from September 21 to 25. According to the organizers, the European trade fair for attractions and leisure will once again reach a record size: approximately 22.000 m² of exhibition space and over 870 exhibitors. Notably, alongside attraction technology, food & beverage, digitalization, sustainability, and business development are gaining an increasingly prominent place.
The Netherlands well represented
The education and activities program of IAAPA Expo Europe runs from 21 to 25 September. The exhibition floor at ExCeL London is open from 22 to 24 September.
IAAPA reports more than sixty educational program components and over 870 exhibitors for 2026. The exhibition floor covers approximately 22.000 m². This anticipates a new size record for the fourth consecutive year.
For Dutch and Belgian recreation companies, the relevance lies not only with roller coasters, playgrounds, and water attractions. Suppliers in ticketing, digital guest journeys, theming, safety, merchandise, hospitality, and operational systems are also represented. As a result, the trade fair effectively targets a broader group of operators, including amusement parks, zoos, museums, indoor entertainment, FECs, and other leisure concepts. Some Dutch representatives with a significant contribution:
- Vekoma Rides Manufacturing and Efteling jointly present a new family attraction on Tuesday, September 22.
- Later that day, Jora Vision, Vekoma Rides Manufacturing, and Gröna Lund unveil a new dark ride concept.
- Leisure Expert Group is also on the official press conference program. The Dutch company will present the launch of Episodia on Wednesday, September 23, together with Momentum Leisure.
The announcements show how Dutch companies are involved in the development of new visitor experiences, not only for the Dutch market but also for theme parks and leisure destinations internationally.
The strong Dutch representation at IAAPA Expo Europe demonstrates how important the Netherlands is within the international attractions industry. The sector is evolving rapidly: visitors expect more and more from a day out and are looking not just for an attraction, but for a complete experience. Technology, storytelling, design, hospitality, and entertainment are increasingly converging in this process. Dutch companies possess extensive expertise within all these disciplines and play an important international role in shaping the visitor experience of the future.
Peter van der Schans, Executive Director and Vice President of IAAPA ESA
Food & beverage gets its own zone
New in 2026 is a separate Food & Beverage zone on the exhibition floor. This gives the hospitality sector a more visible section of its own within the fair.
For leisure companies, this is commercially relevant because foodservice is increasingly being integrated into the total visitor journey: from ordering and payment to capacity, presentation, and theming. In addition to entrance and ticket revenue, hospitality, retail, and additional experiences play a significant role in spending per visitor.
Scaling up without losing identity
The knowledge program also includes topics that go beyond attraction development. During the Leadership Breakfast, Robert Dahl from Karls Erlebnis-Dorf and Wouter Dekkers from the Dutch company Momentum Leisure will speak about rapid growth and scaling up leisure companies.
The central question here is how a concept can expand without losing culture, identity, and leadership. This subject also affects holiday parks, indoor leisure companies, and other recreation formulas that wish to develop multiple locations.
Sustainability to operations
On September 21, Sustainability Day will take place at LEGOLAND Windsor Resort. Efteling, Vekoma, Looping Group, PortAventura World, and representatives from Disney, among others, will share practical experiences.
Topics include water management, attraction emissions, food & beverage, diversity, and inclusion. Additionally, IAAPA Expo Europe 2026 has obtained independent Greentime certification as a sustainable event.
More information
IAAPA Expo Europe 2026 takes place at ExCeL London. The education and activities program runs from September 21 to 25, and the exhibition floor is open from September 22 to 24.
More information: IAAPA Expo Europe