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IAAPA RESEARCH
INDUSTRY INSIGHTS
by Kelly Repass and Elaine Mathis
IAAPA’S QUARTERLY OUTLOOK SURVEY
Industry Sentiment and Business Expectations for the Next Six Months
IAAPA’s Quarterly Outlook Survey measures industry sentiment regarding economic conditions, business performance, workforce trends,
and emerging opportunities and challenges over the next six months. Responses from attraction operators and manufacturers/suppliers/
consultants provide insight into how the industry is navigating an evolving global environment.
The results below present findings from the Q2 2026 Quarterly Outlook Summary, along with trend data from the past six quarters. Full
reports are available to members at: IAAPA.org/research/economic-impact-study
Attraction Operators
Manufacturers/Suppliers/Consultants
Economic Outlook Over the Next Six Months (Mean Scores)
5.7
5.6
5.3
5.2
4.8
Q2 2026
Q1 2026
Country Economy
5.3
6-Qtr Average
(Q1 2025 - Q2 2026)
Economic Outlook Over the Next Six Months (Mean Scores)
5.0
6.1
5.75
4.3
Q2 2026
Global
Q1 2026
5.3
6-Qtr Average
(Q1 2025 - Q2 2026)
Country Economy
* Mean scores reflect responses to a 1–10 scale, where 1 indicates very pessimistic and 10 indicates very optimistic.
.7
Global
* Mean scores reflect responses to a 1–10 scale, where 1 indicates very pessimistic and 10 indicates very optimistic.
Top Business Concerns
Top Business Concerns
74%
72%
71%
63%
80%
73%
72%
71%
Price Inflation/
Cost of Goods
Geo-Political
Tensions/Conflicts
Economic
Uncertainty
Current Middle
East Conflict
Geo-Political
Tensions/Conflicts
Current Middle
East Conflict
Price Inflation/
Cost of Goods
Economic
Uncertainty
*Ratings of 4–5 on a 5-point scale, where 5 indicates ‘Extremely concerned’
Top Trends in attraction development or investment
Immersive & Themed Experiences (end-to-end immersive
environments; stronger narrative and thematic cohesion; sensoryrich experiences)
*Ratings of 4–5 on a 5-point scale, where 5 indicates ‘Extremely concerned’
Top Trends in attraction development or investment
Flexible Formats (modular and scalable attraction formats;
repurposing or upgrading existing facilities; focus on efficiency and
flexibility)
Flexible Formats (compact, lower-CAPEX attractions; multi-activity
venues; shift away from large, capital-heavy parks)
Immersive & Themed Experiences (integration of digital, AR, VR,
and projection systems; blending physical and digital entertainment
layers; focus on storytelling and guest immersion)
Technology & Digital Innovation (VR/AR and hybrid digitalphysical attractions; smart personalization and content generation;
technology-driven guest engagement tools)
ROI & Efficiency-Driven Investment (stronger ROI requirements;
focus on per-capita spend and repeat visitation; data-driven
attraction planning; preference for proven, monetizable concepts)
Explore the full Q2 2026 Quarterly Outlook Summary and share your perspective in the next survey at
IAAPA.org/research/quarterly-outlook
Kelly Repass serves as IAAPA’s
vice president of global research.
Her interest areas include
strategic assessment, primary
and secondary research, data
analytics, and
actionable insights
to drive business
performance and
growth. Connect
with her on
:
Elaine Mathis, Ph.D. is IAAPA’s
manager of global research,
where she helps IAAPA members
leverage research to improve their
businesses and explore consumer
personalization
through co-creation
and the experience
economy. Connect
with her on
:
IAAPA.org/Funworld | JULY/AUGUST 2026 | Funworld
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