Experience UK, in proud partnership with HM Government, will once again fly the flag for British creativity and innovation at IAAPA Expo Asia 2025, taking place from 30 June – 3 July at the Shanghai New International Expo Centre (SNIEC). The UK Pavilion, located at Booth 2821, will highlight the UK’s global leadership across the attractions, immersive, and cultural sectors.
Organised by IAAPA – the International Association of Amusement Parks and Attractions, IAAPA Expo Asia is the premier trade event for the attractions industry in the Asia-Pacific region. It brings together thousands of industry professionals from theme parks, museums, water parks, FECs, and cultural institutions to explore the latest products, innovations, and partnerships. For UK companies, the Expo offers a valuable opportunity to connect with decision-makers from high-growth APAC markets including China, Japan, South Korea, and Southeast Asia.
A Platform for British Excellence
The UK Pavilion at IAAPA Expo Asia 2025 will feature a curated selection of companies that exemplify the creativity, technical expertise, and commercial capability of the UK experience economy. Exhibiting on the Pavilion this year are:
- Katapult – Experts in attraction and experience design, delivering engaging visitor destinations in 26 countries.
- Leisure Development Partners (LDP) – Specialists in attraction economics and strategy, advising on feasibility and investment decisions for major global developments.
- Environmental Street Furniture (ESF) – Innovators in themed street furniture, recently launching a new platform showcasing immersive, narrative-driven seating designs.
- Performit Live – Developers of real-time character interaction platforms blending live performance and AI to create emotionally resonant digital experiences.
- 7thSense – Multi-award-winning creative technology company, powering AV innovation in major museums, expos, and attractions worldwide.
Alongside these exhibitors, several high-profile Experience UK members will attend the Expo as part of the UK delegation, available in the Pavilion’s central meeting space to explore new partnerships and market opportunities. These include:
- Aardman – The acclaimed animation studio behind Wallace & Gromit and Shaun the Sheep, now expanding into live experiences and interactive entertainment.
- Wild in Art – Pioneers of large-scale public art trails that deliver economic, cultural, and social impact.
- Immersive International – A boutique studio pushing the boundaries of experience design, creative technology, and cultural placemaking.
- Ucargo – A specialist logistics provider for the global entertainment sector, launching UCARGO Live in 2025 to support large-scale immersive projects.
In addition to the Pavilion presence, several Experience UK members will be exhibiting independently across the show floor, including HB Leisure (Booth 1428), Simworx (Booth 1558), Holovis (Booth 2614), and Severn Lamb (Booth 1820) – further underlining the UK’s reputation as a powerhouse of experience innovation.
Connecting with the APAC Market
To support UK companies attending the show, Experience UK will host a networking reception on the evening of Monday 30 June, ahead of the official show opening. Supported by the British Embassy in China, this event will bring together UK exhibitors, APAC buyers, and Chinese project leaders in a relaxed setting near SNIEC. The reception reflects a broader strategic aim to foster long-term partnerships between UK firms and key stakeholders across the region’s experience economy.
Why IAAPA Expo Asia Matters
IAAPA Expo Asia plays a vital role in the global attractions calendar. As the Asia-Pacific region experiences rapid growth in tourism, leisure, and immersive entertainment, the Expo has become a must-attend event for companies looking to build visibility, discover new opportunities, and meet senior buyers face-to-face.
“We’re proud to be returning to IAAPA Expo Asia with such a strong Pavilion line-up,” said Ian Clappison, CEO, Experience UK. “The Asia-Pacific region is investing significantly in cultural, themed, and immersive experiences – and UK businesses are uniquely positioned to deliver world-class solutions. This Pavilion demonstrates the diversity and excellence of our members, and we look forward to building lasting commercial connections in Shanghai.
