The global theme park and location-based entertainment (LBE) industry is entering a period of unprecedented momentum, so this was the resounding message at the recent InnovateX conference, where the trade body Experience UK, in partnership with Leisure Development Partners (LDP), unveiled the Global Attractions Market Report 2026.
As trade media partner for InnovateX, Theme Park Network is pleased to share some exclusive headlines from this strategic intelligence report, which provides a comprehensive outlook on the shifting landscapes of the Americas, Europe, Asia-Pacific, and the Middle East.
A Global Shift: Beyond Standalone Assets
The report identifies three consistent themes currently reshaping the sector worldwide:
- Elevated Guest Expectations: A continuous drive toward higher-quality, immersive experiences.
- IP Dominance: The increasing role of intellectual property and branded content as key drivers for major attraction formats.
- Attractions as Anchors: A move away from standalone assets toward attractions serving as catalysts for urban development, tourism competitiveness, and placemaking.
Regional Headlines & Opportunities
Asia-Pacific (APAC): The Growth Engine
APAC remains the world’s primary engine for growth, boasting approximately 500 million annual visits to theme and water parks.
- China: While already home to four of the world’s top 20 parks, significant potential remains in Tier 2 and Tier 3 cities where incomes are rising fastest.
- India & South East Asia: India is noted for its "substantial latent demand," while Vietnam is highlighted as a high-potential future market driven by strong GDP growth.
Europe: Stability and Innovation
Europe delivers stable performance across multiple affluent economies, with the UK currently experiencing its "most active pipeline of leisure development in decades."
- Central Europe: Poland and Romania are identified as compelling expansion cases due to rising GDP and a historical undersupply of large-scale attractions.
- Western Europe: Growth here is driven by format innovation. such as competitive socialising and immersive theatre, within existing urban footprints.
The Americas: Concentration vs. Phased Growth
The region is defined by the contrast between the mature U.S. market and emerging economies in the south.
- United States: Florida remains a global powerhouse, alone generating $22 billion in economic impact.
- Mexico & Brazil: Mexico offers a balanced growth opportunity through IP-led attractions and luxury resorts, while Brazil shows significant "structural headroom" for new developments.
Middle East & North Africa (MENA): Ambitious Destination Building
MENA is undergoing one of the most ambitious destination-building cycles globally, heavily backed by state investment.
- Saudi Arabia: Through Vision 2030, the Kingdom is undertaking the largest expansion of leisure capacity in the region, with mega-projects like Qiddiya and NEOM leading the way.
- UAE: Already a regional benchmark, the UAE is now focused on reinvestment cycles and portfolio extensions.
Accessing the Full Intelligence
While these headlines offer a glimpse into the sector's trajectory, the full 28-page report contains detailed development pipelines, country-level investment drivers, and strategic intelligence for companies looking to benchmark international markets.
The full report is available exclusively to Experience UK members. Membership of Experience UK starts from £405 annually and provides access to a community of designers, operators, and engineers at the heart of the experience economy.
Later this year, Experience UK will also release an updated Theme Park Procurement Guide, to showcase member expertise to international operators and developers.
To find out more about joining Experience UK and accessing the full report, visit experienceuk.org or email
