As trade media partner for InnovateX - The Experience Economy Forum, Theme Park Network is proud to bring the global attractions community an exclusive preview of one of the sector’s most forward-looking gatherings.
Taking place at the iconic Science Museum, this year’s single-day programme brings together leaders from theme parks, museums, immersive production, retail destinations and technology innovators to explore how experiences are designed, delivered and scaled in a rapidly evolving marketplace.
From creative strategy and new business models to AI, storytelling and key global market opportunities, InnovateX 2026 offers a comprehensive snapshot of where the experience economy is heading and what it means for operators, developers and suppliers worldwide.
A Programme Focused on the Future of Experiences
Hosted by Experience UK and opened by representatives from the Science Museum Group, the opening will set the tone with a strategic look at the UK’s changing experience landscape and the policies shaping sector growth, including a keynote from the UK’s Department for Business and Trade.
Across the morning forum sessions, delegates will explore how creativity and commercial viability intersect, a critical topic for theme parks and attractions navigating investment, partnerships and IP-driven growth.
Key highlights include:
- Insights into partnership models from Merlin Entertainments and Fever
- A deep dive into immersive arts strategy from Barbican Immersive
- A case study on embedding immersive storytelling in retail environments from Wake The Tiger and Unibail-Rodamco-Westfield
For operators and developers, these sessions provide practical frameworks for aligning guest experience innovation with sustainable revenue models.
Global Market Intelligence for Attraction Professionals
InnovateX 2026 also delivers valuable market briefings designed specifically for companies planning international expansion or new developments.
Industry analysis sessions include:
- Global museum and cultural venue opportunities from AEA Consulting
- European theme park and water park investment trends from Leisure Development Partners
These briefings will offer actionable insight into investment drivers, procurement pathways and emerging regional opportunities, essential intelligence for any B2B stakeholder in the attractions sector.
Major Projects Shaping the UK Experience Landscape
The afternoon programme turns to landmark developments redefining visitor experiences in the UK.
Delegates will gain early insight into:
- The transformation of a historic underground complex into a world-class attraction from London Tunnels
- The UK expansion plans of Puy du Fou, one of Europe’s most distinctive immersive destination brands
These sessions provide rare behind-the-scenes perspectives on large-scale attraction development, storytelling strategy and repeat visitation design.
Innovation, AI and the Next Generation of Experience Design
Innovation remains a central theme of InnovateX 2026, with a dedicated Innovation Soapbox showcasing emerging technologies, platforms and frameworks shaping all future experiences. Presentations from organisations including Vision XS, Merac and Engage Works will explore data-led planning, AI-driven discovery and scalable immersive production.
The forum’s AI Deep Dive examines both opportunities and limitations of artificial intelligence across attractions, museums and heritage environments. Highlights include:
- Strategic perspectives on AI and human experience design
- A case study from Leeds Castle exploring conversational AI in heritage storytelling
- A cross-sector panel featuring leaders from Dapper Labs and other innovators
For industry professionals navigating digital transformation, these sessions provide grounded, practical insight into AI adoption.
Competitive Socialising and Emerging Business Models
Closing the formal programme, a sector panel chaired by Mance Communications examines the global rise of competitive socialising, an increasingly important format across retail destinations, cruise lines and leisure complexes.
Contributors from Gameshow LIVE!, Clays and Experiential Edge will discuss market drivers, operational models and growth potential for this expanding segment.
Networking, Collaboration and Practical Business Support
Beyond the conference stage, InnovateX 2026 emphasises connection and collaboration.
The Experience UK Spring Mixer
Held within the Science Museum’s Power Up gallery, the evening networking event offers hands-on interactive experiences and informal conversations, in a fitting setting for an event focused on the future of experiences.
The Drop In Pods
New for 2026, the expert-led advisory pods will provide practical guidance on international expansion, logistics, export strategy and business development. Participating organisations include:
- WXO Experience Innovators Lab
- Experience UK
- UCARGO
- Media Co
These one-to-one sessions are designed to help companies translate inspiration into actionable growth strategies.
Why InnovateX Matters for the Attractions Industry
For Theme Park Network’s global audience of operators, suppliers and developers, InnovateX 2026 represents more than a conference. It is a strategic lens on how experiences are evolving across sectors and markets.
Key themes to watch include:
- The convergence of storytelling, technology and commercial strategy
- New models for immersive development and IP monetisation
- Data-driven planning and investment decision-making
- AI’s role in enhancing, not replacing, human experience
- Cross-sector collaboration between attractions, retail and cultural venues
Theme Park Network will be on site to report on the key announcements, insights and industry implications emerging from the forum.
If you'd like to join us, tickets are available here.
