Submitted by Robbie Jones, Insights Director at Katapult
At Katapult, we have spent more than two decades working alongside leisure and attraction operators as they respond to changing audience behaviour. When we first mapped a route towards 2030, the direction of travel for the sector was clear. What has changed since then is the intensity of the challenge.
The destination remains the same, but the stakes have risen significantly.
That is why we have revisited and stress-tested our original thinking in the Leisure & Attraction Trends 2030: Validation Report. Drawing on long-term sector experience and new reader research, the report examines how well the industry is keeping pace with shifts in behaviour, technology and social values.
A Growing Gap Between Expectation And Delivery
One of the most striking findings from our latest research is the widening gap between what guests expect and what they experience. Fewer than half of visitors say they feel joy every time they visit a theme park or attraction. For an industry built around positive emotion, that figure should prompt reflection.
At the same time, audiences are becoming more proactive in shaping their own lives. A majority of respondents now use artificial intelligence tools regularly, and many are actively seeking experiences that deliver emotional uplift. This combination raises expectations around ease, flow and personal relevance within physical experiences.
Five Trends Shaping The Road To 2030
The report identifies five megatrends that operators need to understand and respond to if they want to remain competitive.
First, people are increasingly empowered. Technology is being used to remove friction and support well-being, which means visitors are less tolerant of disjointed or inefficient experiences.
Second, leisure is becoming embedded in everyday life. Experiences are no longer confined to occasional trips. We are seeing a growing appetite for high-quality immersive offers within cities, and even curiosity around semi-permanent living linked to themed destinations.
Third, social impact now carries commercial weight. Sustainability and inclusion are influencing purchasing decisions for a large proportion of consumers. This is no longer about messaging. It affects trust, loyalty and brand choice.
Fourth, interest in history is broadening. Audiences are looking beyond familiar decades towards deeper timelines and lesser-known stories. However, expectations around presentation are shifting. People want experiences that inspire and engage, not simply inform.
Finally, content is no longer confined to screens. Digital games, streaming series and online worlds are increasingly expected to exist in physical form. Nearly half of the respondents are willing to travel several hours to experience a favourite piece of content in real life. Intellectual property is now a powerful driver of travel and visitation.
Implications For Operators
Taken together, these trends point to a more demanding operating environment. Guests expect emotional return, social relevance and strong content alignment. They are also more selective about how and where they spend their time.
For operators, this reinforces the need for clear strategic choices. Understanding which audiences you are serving, what emotional outcomes you are delivering and how your offer fits within wider cultural patterns is becoming critical.
Shaping What Comes Next
The purpose of the Validation Report is not to predict the future, but to provide a grounded framework for decision-making. The next five years will reward organisations that test assumptions, invest with intent and respond to audience behaviour rather than legacy models.
The full Leisure & Attraction Trends 2030: Validation Report is available here: https://www.katapult.co.uk/validation-report
We welcome continued discussion with operators, developers and experience creators who are thinking seriously about how to position their organisations for what comes next.
