MARKET REPORT: EUROPE Europe 2025: ICON at Pleasure Beach Resort A year of reinvention
The European attractions industry entered 2025 with renewed confidence, sharpened strategies, and a clear sense of direction. After years of disruption and cautious rebuilding, 2025 marked a decisive shift - one from survival to transformation. Across the continent, operators invested in storytelling, technology, and sustainable growth models that reflected a deeper understanding of what today’s guests want: connection, comfort and authenticity.
€24.18 billion (USD 27.09 billion) according to industry analysts, confirming that the sector has stabilised and is once again a heavyweight in global leisure. Yet behind that headline number lies something more profound - an industry that is evolving in character as much as in scale.
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Rebuilding into Resilience “Europe is not just back - it’s building differently,” observed one senior operator during IAAPA Expo Europe 2025 in Barcelona. The show, held in late September, attracted nearly 16,000
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025’s figures tell their own story: The European amusement and theme park market was valued at
verified attendees, including 11,477 qualified buyers from 121 countries, and showcased more than 700 exhibitors across 20,700 square metres of floor space. The energy on the show floor reflected a region no longer looking back at lost years but forward to fresh opportunity. Across Europe, the mood in 2025 was
pragmatic optimism. Attendance was steady, capital investment flowed again, and operators rediscovered confidence in long-term planning. But the lessons of recent years remain front of mind: flexibility, diversification and digital transformation are now considered essential business tools rather than future luxuries.
Investment Returns to the Map 2025 was a year of investment, not extravagance. The headline-grabbing announcement came from the UK, where plans for a major new multi-day resort - one of the largest in Europe when complete - were confirmed. Industry analysts expect the project to attract millions annually and inject significant momentum into regional tourism once open. For the wider market, it sends a message: international capital once again sees European leisure as a stable and rewarding long-term play. Elsewhere, the investment picture was equally dynamic, though more measured.
PARK WORLD Handbook & Buyers’ Guide 2026
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