InnovateX 2026, Experience UK’s flagship conference on the Experience Economy, will return to London on 10 March 2026 at the Science Museum IMAX: The Ronson Theatre.
The one‑day forum targets senior‑level decision‑makers from visitor attractions, cultural institutions, retail destinations, live events and brand‑led environments. Under the banner “Designing Tomorrow’s Experiences”, InnovateX 2026 will explore how the Experience Economy is conceived, funded and operated as budgets tighten and expectations rise.
The programme opens with a keynote from Sir Chris Bryant, Minister of State for Trade Policy, who will examine how government strategy and trade policy intersect with the Experience Economy. Sessions that follow will look at the balance between creative ambition and commercial returns, with contributions from leaders at Unibail‑Rodamco‑Westfield, Wake The Tiger, Barbican Immersive, Merlin Entertainments and Fever. Discussion will cover partnership models, IP, revenue structures and the realities of long‑term project delivery.
Later panels shift focus to future pipelines and major schemes in the Experience Economy. Analysts from Leisure Development Partners and AEA Consulting will highlight investment trends and emerging concepts, while speakers from Puy du Fou and London Tunnels unpack the operational and technical lessons from complex destination projects. Additional sessions with the Science Museum Group and Leeds Castle will show how data, digital tools and audience insight inform decision‑making on the ground.
InnovateX 2026 closes with an evening mixer inside the Science Museum’s Power UP gallery, giving delegates informal time for networking among classic and contemporary games. Experience UK positions InnovateX as a practical forum for the Experience Economy, offering space for operators, developers, designers and investors to compare approaches and stress‑test strategies before committing to the next wave of projects.
