UK theme park market set to be Europe’s second largest by 2027

The UK theme and amusement park industry is forecast to deliver annual spending growth of 9.8% by 2027 – up nearly 60% year-on-year and outpacing the European average of 8.6%, according to data from the IAAPA, the global association for the attractions industry.

This surge in growth will be driven by continued investment in new attraction and entertainment concepts across the UK, which the IAAPA said has “cemented the UK’s reputation as a trendsetter for the wider European leisure industry and a launchpad for innovations that later expand across the continent”.

Industry spending on UK theme and amusement parks is set to surpass the £1b threshold for the first time next year, up from £991m in 2022.

Visitor spend across UK attractions is also set to rise 9.8% year-on-year in 2027, with the UK predicted to  become Europe’s second largest marketing by visitor spending, behind France.

This growth is separate from the slated launch of Universal United Kingdom in 2031, which is expected to deliver up to £50b in economic benefits, including the creation of 8,000 permanent roles upon opening.

IAAPA’s president and CEO Jakob Wahl said: “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.”