The IAAPA Expo turns Orlando, Florida, into a hub of imagination and innovation. It’s where the magic of Disney meets the cutting-edge trends shaping attractions, tourism, and hospitality. This year’s event didn’t disappoint—combining jaw-dropping exhibits, global networking opportunities, and actionable insights for professionals across the entertainment spectrum.
As a full-service agency specializing in attractions, tourism, and the arts, we’re always on the lookout for new ways to innovate with our clients. IAAPA 2024 gave us the chance to explore everything from immersive storytelling and AI-driven tools to dynamic pricing strategies and VIP engagement tactics. The expo is more than a trade show—it’s an unparalleled opportunity to connect with industry leaders, spark creative solutions, and reimagine what’s next.
We’ve distilled the top takeaways from this year’s event, offering you insights that can help elevate your attraction, captivate your audience, and drive success in 2025 and beyond. Whether you’re a theme park operator, a museum director, or an arts curator, these trends are designed to inspire action.
1. Dynamic Pricing Makes a Difference
Speakers such as Morey’s Piers’ Tyler Jacobs and Path Entertainment’s David Hutchinson highlighted how attractions can use data-driven strategies to optimize revenue. Offering early and late-day discounts, adjusting prices for peak and off-peak times, and introducing local membership perks are proving effective in filling venues. If you haven’t explored this yet, now is the time to start crunching numbers.
2. AI is Reshaping the Guest Experience
From personalized marketing campaigns to automated phone answering systems, AI programs and software is helping attractions deliver hyper-customized experiences. Platforms like ChatGPT and Slang are creating efficiencies that free up staff for more meaningful guest interactions. The key? Using AI to enhance—not replace—human connection.
3. Immersive Storytelling is No Longer Optional
In a session, Netflix CPX’ Philipp Edelmann said, “Guests increasingly want to be the hero of their own adventure”. Whether it’s creating a personalized experience within an immersive environment or blending branded IP with original narratives, attractions must think creatively to engage visitors on an emotional level.
4. Personalization Drives Loyalty
Data integration tools like Snowflake and Zapier are helping attractions create personalized experiences that resonate. Tailored landing pages, customized promotions, and member-specific content are no longer just nice to have—they’re essential for building loyalty and increasing repeat visits.
5. Vendor Events: The Untapped Revenue Stream
Exclusive events like vendor showcases and behind-the-scenes tours offer a dual benefit: engaging your most loyal guests while creating buzz in your local community. Think beyond the ordinary to attract a mix of event planners, influencers, and new audiences.
6. It’s the Small Things After All
Whether it’s a new customer service investment or a micro-immersive experience, a string of smaller activations can amplify your overall capacity and make a lasting impression on guests. From the moment a customer interacts with your brand or park, you have the opportunity to build their loyalty in new ways.
7. Creativity Beats Template in a Rapidly Changing World
As Bob Weis noted during a session, AI will likely dominate derivative tasks, leaving creativity as the ultimate differentiator. Attractions should lean into bold, outside-the-box ideas that surprise and delight guests. Whether big or small, they should break the templated status-quo.
8. Urban Loneliness: A New Opportunity for Attractions
Immersive attractions are becoming a solution to growing urban loneliness. By offering shared, interactive experiences, venues can foster connection and community within a local and tourism market.
9. Strategic Design from Start to Finish
IAAPA’s show floor was a reminder that design with strategy matters, creating seamless, frictionless experiences for guests. Whether it’s navigating an attraction’s website, purchasing tickets, or moving through the physical space itself, every interaction must feel effortless and engaging. The session on Transforming IP into Tangible Magic underscored that immersive attractions succeed when every touchpoint—before, during, and after the visit—works in harmony. For our attractions and tourism clients, this means investing in cohesive design across digital and physical platforms to enhance the guest journey and build lasting loyalty.
10. The Evolution of Immersive Technology
As digital experiences proliferate, the demand for immersive, tangible encounters is stronger than ever. Insights from IAAPA emphasized that the attractions industry is leveraging technologies like spatial LED displays and innovative 3D solutions that eliminate the isolation of headsets. The ability to integrate advanced tools into storytelling was highlighted in the session on IP-driven attractions, where leaders from Netflix and Imagine Exhibitions showcased how blending cutting-edge tech with beloved stories creates unforgettable moments. For our clients, this means looking beyond the screen and embracing physical, shared experiences that resonate deeply with both residents and tourists.
At IAAPA 2024, we saw firsthand how the attractions industry is evolving at lightning speed. The ideas and innovations shared at the expo reinforce one essential truth: the guest experience is everything. If you’re ready to elevate your attraction and delight your audience, let’s connect and explore how we can help.
Do these trends align with your goals for the next year? Let’s start a conversation about turning these trends into results.
