ANNUAL REPORT 2025-2026
Events and International Activity
InnovateX 2026
InnovateX took place on 10 March 2026 at the Science Museum’ s IMAX theatre in London, followed by an evening mixer in the Power UP gallery. Under the theme Designing Tomorrow’ s Experiences, the programme considered how experiences are conceived, funded and sustained.
The event brought together more than 300 attendees representing over 200 organisations. Over 80 % were senior representatives, demonstrating the forum’ s ability to reach people with influence over projects and business decisions.
Discussion covered immersive culture and retail, the role of AI in visitor experiences, physical immersion and major attraction developments. The conference also introduced the Museum & Culture Venues Global Market Opportunities Report by AEA Consulting and the Global Attractions Market Report by Leisure Development Partners.
IAAPA Expo Europe in Barcelona
Our participation in IAAPA Expo Europe in Barcelona sold out. A number of members reported business wins, demonstrating the commercial value of a shared presence and the relationships developed through the programme.
The Welcome Party at the Fairy Garden also sold out. Feedback praised the event’ s accessible entry price and the networking
experience, with participants describing it as one of the best networking events of the week. Its success reinforced the value of combining formal exhibition activity with opportunities to build relationships in a more informal setting.
IAAPA Expo Asia in China
The China programme was delivered in partnership with DBT China and received strong feedback. The welcome reception was particularly praised for the quality and calibre of the people attending. Working with an established in-market partner helped connect the UK delegation with relevant contacts.
IAAPA Expo Middle East
Our planned participation had sold out before IAAPA announced the postponement on 10 March 2026 following developments in the region. Experience UK supported participating members through the change, and 98 % agreed to transfer their bookings to the next edition.
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