Experience UK’s flagship InnovateX conference brought together more than 280 operators, creators and suppliers from across the experience economy for a day of insight, inspiration and industry connection at the Science Museum’s IMAX Theatre in London, followed by an evening networking mixer in the Power Up Gallery.
Opening the conference, Sir Chris Bryant, Minister for Trade at the Department for Business and Trade, delivered a landmark statement recognising the growing economic significance of the sector, stating that ‘there’s a third industrial revolution which has happened, and it’s about experiences.’
The comment marked a significant moment for the industry, signalling the experience economy’s recognition at government level and its growing importance to trade, exports and the UK’s national economic strategy. The UK experience economy is now worth £145 billion annually and is expected to grow by a further 5% this year, reinforcing the country’s position as a global leader in creating world-class visitor experiences.
Throughout the day, speakers explored how the sector is evolving across art, technology, storytelling and large-scale visitor attractions.
Immersive creativity reshaping culture and retail
A major theme across the conference was the rapid rise of immersive arts and their growing influence across cultural venues and commercial destinations.
Patrick Moran of Barbican Immersive described immersive arts as fast becoming the ‘sixth art form,’ reflecting a growing appetite for participatory cultural experiences that blend storytelling, technology and spatial design.
The intersection between immersive culture and retail was further explored by Graham MacVoy of Wake The Tiger and Rachel Belam of Unibail-Rodamco-Westfield, who shared plans for Europe’s largest immersive arts experience, currently in development.
For Westfield, the project represents a strategy to introduce world-class destination experiences that appeal to diverse audiences, while Wake The Tiger’s ambition is to redefine the experience economy through purpose-driven, creative and sustainable environments powered by original IP.
Technology enhancing, not replacing, the visitor experience
Technology’s role in shaping the future of experiences was another key theme throughout the conference.
In a keynote address, Roger Highfield OBE, Science Director at the Science Museum Group, explored how human pareidolia, the tendency to perceive patterns or intelligence where none exists, can lead to misplaced trust in artificial intelligence. His message was clear: the goal should not simply be smarter systems, but richer and more meaningful human experiences.
The opportunities and responsibilities of AI were also demonstrated by Leeds Castle and 1956 individuals, who shared insights from the Queen Eleanor exhibition. The pioneering installation uses conversational AI to bring a 13th-century queen to life, creating a new way for audiences to engage with history while carefully considering ethical and historical interpretation.
The power of analogue immersion
While technology continues to evolve, speakers also highlighted the enduring impact of physical, analogue experiences.
Matt Stubbs of Little Lion Entertainment reflected on the success of The Crystal Maze LIVE Experience, which launched more than a decade ago and helped define a new category of game-changing theatre. By blending theatrical storytelling with gamification and personalised audience participation, the concept introduced new meaning to terms such as immersion, gamification and personalisation, demonstrating how powerful experiences can be created without relying heavily on digital technology.
Major new attractions on the horizon
InnovateX also spotlighted a number of major visitor attractions set to open in the coming years, offering new opportunities for collaboration across the sector.
Among them was The London Tunnels, described as one of the most ambitious cultural and visitor attractions in the world. The project will combine permanent and temporary exhibitions, globally recognised IP, an immersive cultural zone transporting visitors through a range of environments, and the deepest bar beneath any global capital city.
Meanwhile, Puy du Fou shared plans to build on the success of its French park, the second most visited theme park in France after Disneyland Paris, with its UK destination scheduled to open in 2029. The proposed £600 million investment could create over 8,000 jobs over the next decade. The development plans include 13 major shows, a spectacular night performance, four themed villages, three hotels with 350 rooms, a conference centre accommodating between 300 and 4,000 delegates, and landscaped gardens featuring more than 20,000 trees.
New global market insights launched
The conference also marked the launch of two major industry reports produced for Experience UK.
The Museum & Culture Venues Global Market Opportunities Report, prepared by AEA Consulting, examines the scale, scope and nature of opportunities for museums, arts and cultural venues worldwide over the next five years. The report provides insight into investment drivers, funding frameworks, tourism targets and emerging cultural narratives across Europe, Asia, Africa and North America.
Alongside this, the Global Attractions Market Report, produced by Leisure Development Partners, provides a data-driven analysis of the evolving theme park and water park sector, identifying key growth drivers, market scale and country-level opportunities.
Experience UK members can access both reports in full by visiting the Member’s Hub on the Experience UK website. Those interested in joining Experience UK can become members to download the reports in full and gain access to exclusive market intelligence and global opportunities.
Ian Clappison, CEO of Experience UK and organiser of InnovateX, says:
“InnovateX brings together the people shaping the future of the experience economy, from cultural institutions and attractions to technology innovators and creative studios. The conversations we’ve seen today demonstrate the extraordinary momentum behind this sector and the role the UK can play in leading its global growth. With government recognition, major new attractions on the horizon and groundbreaking work happening across immersive storytelling, AI and live experiences, the future for the UK experience economy has never looked more exciting.”
InnovateX will return in March 2027, bringing the experience economy together once again to explore the ideas, technologies and collaborations shaping the next generation of visitor experiences.