The IAAPA Expo Asia 2024 kicked off in Bangkok, Thailand on May 27 with a more diverse range of exhibitors, marking a shift away from traditional players like amusement parks and theme parks to include organisations like hotel developers and cinema operators. This highlights a blending of travel and entertainment focuses.
IAAPA CEO Jakob Wahl emphasised a trend of “hybridisation” in the entertainment landscape, saying that companies outside the traditional amusement industry are increasingly investing in attractions to enhance visitor experiences and extend dwell time.
“Our show attendance used to be dominated by amusement parks, theme parks, water parks and zoos. Now, we see more museums, and a lot of hotel developments that want to include water parks, water slides, and attractions. In other parts of this world, we have cinema operators coming because they want to know about food and trends, shopping centres, and even operators of ski resorts attending our show because they also want to develop attractions for summer,” he stated.
The IAAPA Expo Asia 2024 recorded over 350 booths across 728.27m² of exhibition space.
Wahl added that any operator that implements family-oriented offerings can now be perceived as competition for the attractions industry, drawing the example of Ikea.
“The difference (with Ikea) is the entrance is free and you pay at the exit – but you see families going there, spending time there; they bring their kids; Ikea has kids’ entertainment and cheap food. We have met people from Ikea at our shows and events because the company is (also functioning as an) attraction,” he explained.
Wahl said the attractions industry is resilient. He pointed to its swift rebound from the pandemic, fuelled by pent-up demand for experiences.
Meanwhile, artificial intelligence (AI) took centre stage at the expo, with several exhibitors sharing specific examples of technology integration in their attractions.
Shane Wu, global marketing manager of Brogent Technologies, outlined the company’s hyper-real virtual racing experiences powered by AI calculations, while Muge Gulagalar, senior marketing specialist at DOF Robotics, discussed using AI for data collection and customer profiling within rides for targeted marketing.
Wu also noted the growing demand for media-based attractions – those that heavily rely on audio-visual technology to immerse visitors in a story or environment.
When asked about areas of growth in Asia-Pacific, Wahl mentioned the rise of Vietnam as a key investment destination for attractions within the past five years, adding that India’s tourism sector has also witnessed growth, particularly in smaller attractions like Family Entertainment Centers (FECs) within shopping malls.
