The UK attractions industry is forecast to grow by almost 60% by 2027, with the annual visitor spending projected to rise from £991 million in 2022 to more than £1.57 billion.
Latest market forecast data released by the International Association of Amusement Parks and Attractions (IAAPA) reveals that the sector has almost fully recovered from the disruption of the pandemic. Driven by evolving consumer preferences that continue to prioritise experience-led spending over material possessions, the UK market is set to deliver an annual compound growth rate of 9.8% through 2027. This puts the UK comfortably ahead of the wider European average growth rate of 8.6%.
Key Market Findings
- £1.57bn+ Projected Visitor Spending: UK annual theme and amusement park spending is forecast to increase by £587 million over 2022 levels.
- Outpacing European Growth: Annual growth of 9.8% keeps the UK market ahead of the European average of 8.6%.
- Second Largest European Market: The UK is predicted to become Europe's second largest theme and amusement park market by visitor spending, behind only France.
- Continental Expansion: Across Europe as a whole, theme park spending is forecast to grow from £5.6 billion in 2022 to £8.4 billion by 2027, with attendance increasing from 172.9 million to over 213 million visits.
Drivers Behind the Growth Trajectory
The UK's strong forecast is being sustained by continuous operator investment in new rides, technology, immersive entertainment concepts, and destination developments. This ongoing investment has cemented the UK's standing as a key trendsetter for the broader European leisure industry and a launchpad for innovations that later expand across the continent.
In addition to private operator capital, policy measures are offering a timely stimulus. The UK Government's temporary VAT reduction on family attractions this summer has also provided a welcome boost, lowering price barriers for families and supporting sustained footfall across the sector.
Long-Term Capital Projects Fuel Confidence
The position of the UK as a premier visitor economy destination is being further reinforced by major strategic infrastructure investments. Chief among these is the planned Universal United Kingdom Resort in Bedford, set to open in 2031. The mega-project is expected to generate nearly £50 billion in economic benefit for the UK, creating 20,000 construction jobs and a further 8,000 permanent operational roles upon opening.
Commenting on the industry forecasts, Jakob Wahl, President and CEO of IAAPA, said:
"Following the disruption of the pandemic, the attractions industry has demonstrated remarkable resilience and adaptability. Consumers continue to prioritise experiences, and we're seeing strong confidence from operators and investors alike.
"The UK Government's temporary VAT reduction on family attractions this summer is a welcome boost, making it easier for families to enjoy days out and supporting continued footfall across the sector. The growth forecasts for both Europe and the UK reflect an industry that is not simply recovering but evolving and expanding."
Jakob Wahl, President & CEO, IAAPA
Industry Agenda at IAAPA Expo Europe 2026
The market dynamics, growth forecasts, and investment trends highlighted in the report will form a central focus of discussions among operators, investors, developers, and suppliers as industry leaders gather in London for IAAPA Expo Europe 2026.
Theme Park Network is proud to be an Official Media Partner for IAAPA Expo Europe 2026 and will be at Excel London throughout the event, delivering live coverage, exclusive interviews, and breaking news directly from the show floor.
