The UK attractions industry is forecast to generate an additional £587 million in annual visitor spending by 2027, according to new research from IAAPA. The figures indicate that the sector has largely recovered from the disruption caused by the pandemic and is expected to outpace the wider European market over the next two years.
Industry forecasts show spending at UK theme and amusement parks rising from £991 million in 2022 to more than £1.57 billion by 2027, representing annual growth of 9.8 per cent, compared with a European average of 8.6 per cent.
The projections, published in the IAAPA Global Theme and Amusement Park Outlook 2023–2027, suggest the UK will become Europe’s second largest market for theme and amusement park visitor spending, behind only France. Across Europe, visitor spending is expected to increase from £5.6 billion to £8.4 billion over the same period, while attendance is forecast to rise from 172.9 million to more than 213 million visits.
Jakob Wahl, president and chief executive officer of IAAPA, said the industry’s recovery reflected changing consumer priorities.
“Following the disruption of the pandemic, the attractions industry has demonstrated remarkable resilience and adaptability. Consumers continue to prioritise experiences, and we’re seeing strong confidence from operators and investors alike. The UK Government’s temporary VAT reduction on family attractions this summer is a welcome boost, making it easier for families to enjoy days out and supporting continued footfall across the sector. The growth forecasts for both Europe and the UK reflect an industry that is not simply recovering but evolving and expanding.”
The forecast comes as operators continue to invest in new rides, immersive attractions, accommodation and destination developments designed to encourage longer stays and higher guest spending. The temporary reduction in VAT on family attractions, introduced as part of the Government’s summer support package, is also expected to encourage additional visits during the 2026 holiday season.
Longer-term investment is also expected to strengthen the UK’s position. Construction of the Universal United Kingdom Resort in Bedfordshire is under way ahead of a planned 2031 opening. The UK Government estimates the project could generate almost £50 billion in economic benefit while supporting 20,000 construction jobs and 8,000 permanent roles once operational.
The outlook is likely to feature prominently during discussions at IAAPA Expo Europe 2026 in London, where operators, developers, manufacturers and investors will examine future growth opportunities across the European attractions sector.
Image: Courtesy of Chessington World of Adventures
