James Asser, Labour MP for West Ham and Beckton and Officer of the Parliamentary Events APPG, visited Europe’s premier trade show for the global attractions and leisure industry last week, as new data reveals the growing economic impact of the UK attractions sector.
IAAPA Expo Europe 2026, held at ExCeL London in Asser’s constituency, saw the MP meet with global industry leaders, including Jakob Wahl, President and Chief Executive Officer of IAAPA, and Mike Vallis, UK Managing Director of Merlin Entertainments, as part of IAAPA’s efforts to strengthen engagement between the attractions industry and UK policymakers.
Asser also explored the technology and sustainability innovations shaping the future of the attractions industry across the 22,000-square-metre show floor, which featured more than 870 exhibitors from around the world.
The visit comes at a pivotal moment for the UK's attractions sector. New data from IAAPA reveals that the sector's economic impact has grown from £14.6bn in 2023 to £19.6bn in 2025 - an increase of £5bn in just two years - with the UK leading Europe for attractions visits, accounting for almost one in five across the region last year.
The sector now also supports 160,000 UK jobs, up from 130,000 in 2023, and received 365 million attraction visits in 2025 - 18 million more than two years prior.
This growth comes as the UK prepares for major new attractions developments, including the highly anticipated Universal Studios UK, set to open in Bedfordshire in 2031 as the UK’s largest ever leisure development.
James Asser, MP, said:
“It was a privilege to visit IAAPA Expo Europe at ExCeL London to see the innovation shaping the attractions industry. Attractions are a central part of the UK’s visitor and experience economy, and when this sector thrives, the benefits can also be felt across wider industries such as live events and hospitality. The government is committed to growth in all postcodes, and this is a sector that reaches all areas and plays a big part in supporting local economies.
“Meeting with IAAPA’s senior leadership and businesses from across the sector was a valuable opportunity to strengthen ties between Parliament and the industry. Maintaining that dialogue remains hugely important as the sector continues to grow.”
Jakob Wahl, President and Chief Executive Officer (CEO) at IAAPA, said:
"We were delighted to welcome James to IAAPA Expo Europe 2026. Having parliamentarians engage directly with our industry is something we value enormously, particularly as the UK's attractions industry enters an exciting period of growth and development. We hope this visit marks the beginning of a closer relationship with those shaping the policies that will help it continue to thrive.”
More information about IAAPA Expo Europe is available on the official website of the fair.
