Expert view Natalia Bakhlina shares development trends
De Efteling, Netherlands
Experience Economy in Full Swing
Whilst not a new trend, it keeps diversifying the industry. In addition to very successful competitive socialising, the trend has bred group games, quest attractions, and experiential retail and dining. Food is particularly important. Not only good quality food is becoming a basic expectation, there are increasing demands for an experiential or instagrammable offer. The projects that embrace this trend are likely to tap into the opportunity to substantially boost visitor revenue.
Temporary / touring experiences prominent in the creative output
The fast pace of life, shortening attention span, demand for high octane and branded experiences have made it challenging to create repeatable and financially viable permanent attractions. However, the post COVID world has fuelled a wave of creativity in the temporary immersive space. Horizon of Khufu roaming VR; Squid Game: The Experience; Tutankhamun: The Immersive Exhibition; Peaky Blinders: The Rise; Le Rêve du Gladiateur, touring digital art and black box venues hosting a range of rotating immersive experiences (e.g. Lightroom)
14 THE EXPERIENCE ECONOMIST: EUROPE EDITION 2025 | © LDP
are just a few. However, inconsistencies in quality vs admission fees, as well as misplaced marketing messages at times, have created confusion among visitors and mistrust of the sector. Given the progress in tech, the expectations are high, and better-quality experiences will do extremely well whilst ‘immersive washing’ will result in a loud backlash (ex. Willy’s Chocolate Experience). The temporary nature has also touched retail and dining with an expanding offering in experiential popups.
Immersive Wellness / Sensory Spa is on its way
Immersive wellness creates a counter trend to the fast life. Using similar tech to immersive attractions, these are more niche, lower capacity projects. Light and sound therapy, personalised massage and meditation pods, projection mapping around themes of nature, water simulation and generative AI are utilised, often with no water, to slow down, take a break and improve our mental health. More prominent in North America, the concept is still in its infancy in Europe and no successful business model has yet been established. But it is likely to come fast. Key to success will be the inability to recreate the experience at home and capacity planning.
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