The Evolution of a Global Attractions Hub: IAAPA Expo Middle East on Abu Dhabi’s World-Class Stage

The global leisure and entertainment sector is entering a new phase of expansion, with attractions increasingly recognised as a crucial element of tourism, investment, and long-term economic development. Across major markets, entertainment and leisure are now being developed through integrated national and city-level strategies that align culture, tourism, and urban planning. This shift has reshaped how destinations build scale, resilience, and long-term relevance.

For Jakob Wahl, President and CEO of IAAPA, this broader transformation sets the context in which IAAPA Expo Middle East 2026 is being introduced. The decision to bring IAAPA’s flagship Expo to the Middle East illustrates both the region’s accelerated development and the growing confidence the global attractions industry places in the region.

Commenting on the significance of IAAPA Expo Middle East 2026 for the global attractions industry, Wahl positions the event as a defining milestone for both the region and IAAPA’s international portfolio.

“IAAPA Expo Middle East represents a significant milestone for the attractions and leisure industry,” he says. “It is IAAPA’s first fully integrated international Expo in the Middle East, and is a reflection of our long-term commitment to supporting industry growth, innovation, and collaboration in a market that is playing an important role globally in the attractions and leisure industry.”

Scheduled to take place from 30 March to 2 April 2026 at the Abu Dhabi National Exhibition Centre (ADNEC), the Expo has already demonstrated the capability to engage the global community.

Wahl highlights, “With more than 325 global and regional companies confirmed, the exhibition floor is sold out. That level of participation underscores the strong international demand for the Expo and the confidence the industry has in the region’s role as a long-term platform for collaboration and growth.”

Addressing the Middle East’s rapid growth in the attractions and leisure sector, Wahl points to deeper structural developments that have reshaped how entertainment and tourism are positioned “That shift is most clearly seen in the move away from standalone attractions toward destinations planned around multiple, complementary entertainment formats.” He adds, “Across the Middle East, resorts, museums, family entertainment centres, theme parks, water parks, and immersive attractions are planned and delivered as part of integrated destinations,

offering multiple entertainment experiences within a single visit. These attractions are developed with a strong focus on safety, operations, and guest experience, allowing destinations to develop, extend length of stay, and continually refresh what they offer to residents and visitors. It is this ability to integrate several attraction formats and operate them to international standards that is shaping how entertainment destinations are evolving and sustained globally in this thriving region.”, Wahl explains.

“Why this region is ideal is not just because of how fast it has evolved, but the vision and expertise behind that growth. Over a relatively short period of time, the Middle East has displayed its ability to develop attractions at scale, operate them to international standards, and engage meaningfully with the global industry.”, Wahl adds.

Building on this momentum, Wahl breaks down how IAAPA Expo Middle East has been structured to support knowledge exchange and industry advancement at both regional and global levels. “. “IAAPA Expo Middle East is the region’s primary meeting point for attraction operators, destination as well as resort developers, theme park operators, museums, industry leaders, and immersive entertainment professionals. This expo is a 360-degree industry event, offering direct access to new solutions on the floor, practical insight from global experts, and seeding valuable connections. Beyond a sold-out exhibition floor, the Expo brings together education, professional exchange, and global best practice through a comprehensive conference programme featuring more than 120 international and regional speakers across 50 sessions.”

Diving deeper into the role of education and professional development, Wahl emphasises components that are essential to sustaining long-term industry growth.

“Exchange and inspiration sitat the centre of how IAAPA approaches long-term industry growth. Education, certifications, and leadership development expose professionals to international standards while  nurturing deep and fruitful exchanges with leading experts from around the world in all areas of running leisure operations. That expertise building and meaningful connection is critical to the industry’s long-term development.”

Education forms a core pillar of IAAPA Expo Middle East 2026, supported by established professional pathways such as the Institute for Attraction Professionals and the Safety Institute, which provide recognised credentials for the participants and practical insight for industry professionals.

Highlighting experiential learning as a complement to formal education, Wahl touches upon how the Expo nurtures operational excellence.

“EDUTours provide professionals with real-world exposure and insight into how leading attractions approach operations, safety protocols, and guest experience management.. “Participants get backstage insights into the concepts, strategies, and operations of some of the leading attractions in the region while at the same time spending time with fellow experts.” , Wahl explains.

That emphasis on how attractions operate in real environments is closely aligned with why Abu Dhabi provides the ideal setting for IAAPA Expo Middle East.

With regard what makes Abu Dhabi the ideal venue to host IAAPA’s first Expo in the Middle East, Jakob mentions, “Abu Dhabi offers world-class attractions developed through a clear, long-term vision, combined with a great infrastructure, and amazing hospitality. The emirate has impressed on a global scale by its ambitious execution of developing Yas Island and Saadiyat island as tourist hotspots and further enhancing the overall offer of the country in line with   Abu Dhabi’s Tourism Strategy 2030, which positions culture and entertainment at the centre  of destination growth. “Across the region, we are seeing complete destinations take shape, theme parks and water parks, museums, resorts, and destination districts that are designed and operated to international standards. This level of coordination creates confidence for operators, investors, and global partners,” Wahl notes.

Reflecting on Abu Dhabi’s diverse attractions portfolio, Wahl highlights, “The integration of entertainment, culture, and tourism strengthens the emirate’s position as a global hub for sustainable visitation. By allowing different experiences to complement rather than compete, Abu Dhabi has created a balanced visitor economy that supports year-round visits.

IAAPA’s decision was also informed by its established relationship with Abu Dhabi and the emirate’s experience in hosting major international industry events. ADNEC provides the scale and operational capacity required to support an Expo of this size and complexity.

Looking ahead, Jakob frames IAAPA Expo Middle East within the broader long-term direction of the global attractions industry.

“The Middle East is no longer emerging within the global attractions industry. It is operating at a level where it can actively shape standards, expectations, and operating models. That shift is the result of long-term planning and a proven ability to design, build, and operate attractions that prioritise safety, operational excellence, and memorable guest experiences that contribute to economic and destination development.”

Within this evolving landscape, IAAPA Expo Middle East assumes a role that extends beyond connecting the industry.

“Our role is to support the industry by bringing regional and global leaders and experts together,” Wahl states. “Our industry cares about each other and when we get together, we support each other by open exchange to grow together and sustain long-term value. This is where we come in.”

As IAAPA Expo Middle East 2026 approaches, its significance is evident. Over 120expert speakers from the region and across the world will explore the latest trends shaping the attractions industry, engaging with participants on the show floor, through dedicated education sessions, and via EDUTours that provide behind-the-scenes insight into world-class attractions in Abu Dhabi and Dubai.

IAAPA is committed to elevating professional exchange standards, institutional competence, and bringing Middle East to the forefront as the capital for attractions , while cementing the regionas a reference point for how attractions, culture, and tourism can be developed together as interconnected drivers of long-term growth.