MARKET REPORT: EUROPE Late Night Riding at Pleasure Beach
always in service of guest experience. If the past few years were about
recovery, 2025 was about refinement. Operators are thinking in decades, not quarters. The narrative of European leisure is no longer defined by how quickly it can bounce back, but by how intelligently it can evolve. And evolve it surely will. With €23.4 billion market foundation, a skilled and passionate workforce, and a guest base hungry for meaningful escapism, Europe’s attractions industry enters its next chapter with confidence. In the words of one industry veteran at
the Barcelona Expo: “The future of European leisure isn’t about building higher or faster - it’s about building better.”
Creativity and Collaboration If there’s one theme that united the European attractions industry in 2025, it was collaboration. Parks, suppliers and creative studios worked more closely than ever - sharing knowledge, co-developing IP, and forming cross-border partnerships. European design houses continued to
export expertise worldwide, but increasingly, they brought international projects home. The continent’s reputation for artistry, craftsmanship and operational discipline helped it secure investment from both global entertainment groups and local governments. This collaborative mindset extended to tourism agencies and municipalities. Destination marketing partnerships are integrating parks into broader visitor strategies that include hotels, heritage sites, retail and gastronomy. The result is an ecosystem where attractions serve as both anchor experiences and catalysts for regional tourism growth.
Looking Ahead Europe’s attractions industry in 2025 felt poised rather than complacent - a sector that understood its strengths and its responsibilities. Investment returned, but with discipline. Creativity flourished, but with purpose. Technology advanced, but
By the Numbers: Europe 2025 Metric
Estimated market value IAAPA Expo Europe 2025
verified attendees Qualified buyers represented Exhibiting companies Floor space occupied Countries represented
2025 Figure
11,477 700+
20,700 m² 121
Source
USD 27.09 billion Mordor Intelligence 15,877
IAAPA Europe IAAPA Europe
IAAPA Europe IAAPA Europe IAAPA Europe
These numbers illustrate a sector both broad in reach and rich in innovation. The economic value of Europe’s attractions ecosystem stretches far beyond its gates, influencing employment, supply-chains, and tourism infrastructure throughout the region.
Opportunities and watch-points
Economic headwinds. Inflationary pressures have eased but not vanished. Operators must continue to balance pricing power with affordability, ensuring that leisure remains accessible without eroding margins.
Climate
adaptation.Weather volatility across Europe continues to pose operational challenges. Expect increased investment in indoor facilities and multi-season entertainment to safeguard attendance.
Technological integration. The adoption curve for advanced digital systems is steep. Smaller operators risk lagging behind if they cannot invest in scalable solutions.
Guest expectations.With the bar for comfort and immersion rising each season, maintaining quality and narrative coherence will be as vital as adding new hardware.
Cross-border collaboration. Harmonised safety standards, data regulations, and tourism policies will become increasingly important as Europe’s leisure market becomes more interconnected.
PARK WORLD Handbook & Buyers’ Guide 2026
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