MARKET REPORT: EUROPE LEGOLAND
management technology. The message was clear: the future of fun must also be the future of responsibility.
Workforce and Skills Behind every transformation story lies a people story. The European sector in 2025 faced continued pressure on staffing, particularly in engineering, hospitality and seasonal operations. However, new solutions are emerging. Apprenticeships and partnerships with technical colleges are expanding, particularly in Germany, the Netherlands and Scandinavia. Training now focuses not only on ride operations but on guest relations, digital systems, and sustainability management. Operators are also adopting flexible
integrating payments, queue updates, and food ordering. More advanced parks are experimenting with augmented-reality layers that enhance storytelling and add replay value to visits. Suppliers, too, responded to the
digital revolution. Ride manufacturers are integrating data capture and predictive-maintenance systems directly into attraction hardware, reducing downtime and lifecycle costs. Across the supply chain, Europe’s engineering and creative sectors are embracing hybrid physical-digital design processes that accelerate development while improving sustainability.
Sustainability: The New Baseline Environmental responsibility wasn’t just a branding exercise in 2025; it was central to how European parks operated. Solar installations, geothermal systems, LED retrofits and advanced waste-separation are now standard practice. Many operators are targeting carbon neutrality within the decade, supported by regional energy subsidies and EU sustainability frameworks. Guests are noticing - and rewarding - authentic effort. Surveys across major
European markets show that sustainability commitments influence purchasing decisions, particularly among younger adults and families. Parks that can communicate measurable progress are building trust and long-term loyalty. At IAAPA Expo Europe 2025, sustainability took centre stage. Exhibitors showcased recyclable set materials, energy-efficient ride systems and water-
Wallace & Gromit’s Thrill-O-Matic
contracts and year-round employment structures that improve retention and knowledge continuity. The return of international student and graduate workers, following several years of flux, has further stabilised staffing pipelines. “The conversation has shifted from ‘How
do we fill the role?’ to ‘How do we build a career path?’,” said one HR Director from Spain. It’s a change that reflects an industry maturing into long-term stability.
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PARK WORLD Handbook & Buyers’ Guide 2026
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