What We Learned at IAAPA Expo Europe 2026

A global industry gathered in London

IAAPA Expo Europe 2026 brought the international attractions industry to ExCeL London from 21 to 25 September. The education programme ran across all five days, while the trade show floor opened from 22 to 24 September. According to IAAPA, the event featured more than 800 exhibitors, over 175 speakers, more than 60 education sessions and a record 21,000 square metres of exhibition space.

Those figures communicate the scale, but they do not fully capture the energy inside the venue. Across three days at ExCeL, I met operators, suppliers, association leaders and innovators who are actively shaping the future of family entertainment, attractions and location-based leisure. Some exhibition stands felt closer to full attractions than conventional trade displays. The ambition was unmistakable.

Why the event mattered to MBM Ireland

For Myk Baxter Marketing Ireland, attending IAAPA Expo Europe 2026 was not simply about seeing new technology. It was an opportunity to listen to the people running venues, understand where operational pressure is increasing and explore how digital marketing and booking technology can solve practical commercial problems.

I was especially pleased to spend time with board members and members of the Play Activity and Leisure Ireland association. PALI gives Ireland's indoor play, activity and leisure sector a stronger collective voice, and those conversations reinforced how much value can be created when specialist suppliers understand the realities of the businesses they support.

There were also valuable international conversations. Whether speaking with operators, software teams or attractions specialists, the same themes returned repeatedly: customers expect more convenience, venues need better control of their data, and digital systems must help staff rather than create extra work.

Lesson one: the customer journey begins before arrival

The visitor experience does not begin at reception. It begins when a parent searches on Google, sees a social post, opens a venue website or tries to book from a mobile phone. Every one of those moments affects confidence.

A brilliant attraction can still lose a booking if the website is slow, the packages are unclear or the checkout feels difficult. Conversely, a clear journey can turn interest into a confirmed visit before a competitor enters the conversation. The strongest businesses therefore treat their website, marketing and booking system as one connected experience rather than three unrelated purchases.

For an Irish play centre, activity venue or visitor attraction, this means making the next step obvious. Visitors should be able to understand what is available, who it is suitable for, what it costs and how to reserve without calling for basic information.

Lesson two: technology should support the operation

The exhibition floor demonstrated just how quickly attractions technology is developing. Yet more features do not automatically create more value. The best system is the one that matches the operation and removes friction for customers and staff.

A venue might need general admission, timed sessions, party deposits, private hire, waivers, vouchers, memberships, optional extras and multi-location availability. If the software cannot reflect those rules clearly, staff are forced into workarounds and customers encounter confusing choices.

That is why discovery matters before development. Technology should begin with the way the venue actually runs: its capacity, resources, packages, payment rules and reporting needs. Only then can the digital solution improve efficiency instead of imposing a generic process.

Lesson three: ownership and flexibility matter

Many operators want more control over the systems at the centre of their revenue. They want access to usable booking information, the ability to improve the journey and a cost structure that remains sensible as sales grow.

Commission is particularly important. A percentage that appears modest can become a significant annual cost when applied to every party, ticket or activity booking. MBM Ireland builds custom booking solutions with 0% booking commission charged by MBM. Standard payment-processing charges and any agreed development, software or support costs still apply, but revenue growth does not automatically increase an MBM commission bill.

Control also means knowing what can be exported, how marketing permissions are recorded and what happens if the business changes direction. A venue should understand these points before adopting any platform.

Lesson four: human relationships still drive progress

IAAPA was filled with impressive displays, but the most valuable part of the event was the conversation. Product demonstrations are useful; honest discussions about day-to-day challenges are better.

The hospitality shown by the laser-tag community was a good example of the collaborative spirit at the Expo. Meeting experienced people such as Karl and discussing future opportunities created the kind of connection that cannot be reproduced by browsing a supplier website. Partnerships work best when both sides understand the commercial objective and are willing to keep improving the solution.

For MBM Ireland, this relationship-led approach is essential. We do not want to deliver a website or booking system and disappear. We want to understand how the business acquires customers, where bookings are lost and what growth should look like over the next one, three and five years.

What Irish venues should do next

The scale of IAAPA can make innovation feel expensive or distant, but useful progress often starts with a focused review. Map the route from first search to completed booking. Test it on a mobile phone. Record where customers ask for help. Calculate the annual cost of software commission. Check whether useful marketing and sales data can be exported.

Then prioritise the changes with the clearest commercial impact. That might be a faster landing page, clearer party packages, better conversion tracking, a simpler mobile checkout or an owned booking solution that reflects how the venue operates.

The goal is not to adopt technology for its own sake. It is to make the experience easier to buy, easier to manage and easier to improve.

Turning inspiration into action

We returned from IAAPA Expo Europe 2026 with new relationships, fresh ideas and even greater confidence in the opportunity for Irish leisure businesses. The sector is ambitious, creative and ready for digital experiences that match the quality of the physical attraction.

If you operate a play centre, activity business or leisure venue, MBM Ireland can review your website, digital marketing and booking journey as one connected commercial system. Explore our commission-free booking software at mykbaxtermarketing.ie/booking-software, learn about PALI member benefits at mykbaxtermarketing.ie/pali-member-benefits or start a conversation at mykbaxtermarketing.ie/book-a-free-consultation.

Official event information: iaapa.org/expos-and-events/expo-europe