Attendance at IAAPA Expo continues to grow. The annual event, which concluded last week at the Orange County Convention Center, had 43,840 registered attendees for 2025, a new record.
The five days of educational sessions, ride unveilings and other exhibit hall activities are hosted by the Orlando-based International Association of Amusement Parks and Attractions. In June, the group announced plans to expand into the convention center’s west concourse for the first time in 2026. Previously, performances were only performed within the north and south concourses.
This year, we had over 1,100 exhibitors and a sold out 550,000 square foot exhibit floor. Next year’s space will increase by almost 50%.
IAAPA CEO Jacob Wahl spoke with the Orlando Sentinel about the event and its future, including next year’s event starting November 16, 2026.
Mr. Wahl talks about the trends of 2025
“As we look around us, we see the industry becoming even more evolved. We see technology becoming a stronger and more important part of everything that’s being done here. We see technology behind the house becoming even more powerful, and we see technology enhancing our attractions.”
I think accessibility is a big theme in many ways. You can see the beautiful vehicle at Zamperla’s booth. It can also be seen on attractions and roller coasters under construction, but it is accessible from a smaller size. We’re not just talking about special needs, but how do we actually make sure the most people get a ride?
And today we announced a collaboration with Licensing International on the continued convergence of the worlds of intellectual property, entertainment and attractions. …There’s a lot of stuff from the world of sports, the world of gaming. Minecraft was announced here last year, and I think it’s going to continue to expand. ”
Regarding the increase in the number of attendees
“What’s interesting is that the biggest growth is actually coming from the United States, the American market. You’re seeing a decline in Canada, you’re seeing a decline in other regions.
Added exhibitions around the world. The European Expo was held this year, and it was a record-setting exhibition. The Middle East Expo is currently being held. So while we expand our geographic footprint, international visitors (to Orlando) may decline.
I don’t think we’re going to feel the full effect of it this year because everyone wants to see Epic (Universe). There’s a certain percentage of people who came here this year because of Epic. ”
As to whether the record was remarkable.
“We expected it. I think the team did a great job. … We work with a trade show company that does trade show research, and in marketing terms, we’re in the top 1% of trade shows in NPS (Net Promoter Score), which is a key indicator of success or not. So the people who come really, really love it here and want to come back.”
The second thing is that the team is doing a great job of innovating, making sure the show is relevant, producing The Haunting Ground, producing the Live Chef Station. There will be stations with presentations, and the Halloween Pavilion will also feature presentations to enhance the mix of education, credibility and vendors. …
It would be an understatement to say that we were concerned about what happened with the grounding of flights and how it would affect our employees as their bookings were delayed. But in the end, I’m glad that politicians were able to come to some sort of agreement and that the numbers speak in clear language. ”
About Expo Floor Expansion
“We have 200 companies on the waiting list. … It’s hard to turn away members by saying, ‘We don’t have space for you.’
Next, I want to grow the show. I don’t know if you know, but all exhibitors can invite customers to this exhibition. As the number of exhibitors increases, the number of visitors will also increase. And we’re seeing growth in other markets there as well. Amusement parks know us, water parks know us, zoos know us. But you know, we’re seeing more and more companies, museums, cruises wanting to be a part of this in all aspects of technology to run a business. ”
About what happens with extra space
“We’re actually moving certain areas over there. We’re also moving rides over there. But the thing is, every exhibitor can decide. We’ve created a pavilion… It’s their decision whether they follow it or not.”
We did this to give our guests the best experience, so let’s see how it works. … There’s going to be a lot of learning after the first year, but it’s a great opportunity for us. ”
About the entertainment elements of the expo
“We’re going to continue to see the path that you’ve seen over the years. I don’t know if you saw the drone show. … There’s another example of us trying to provide an experience for our attendees in the same way that we provide an experience for our guests. And it was great because everyone was standing in the north concourse. The big (IAAPA) logo showed up with the fireworks, with the drone.”
That is the path we will continue on. This is the best experience and you can’t miss it because first of all you can see everything that’s going on. Second, learn everything that’s going on. Third, it’s a good event that makes you feel like it was worth going to. ”
dbevil@orlandosentinel.com
