Western Europe One of the world’s most mature attractions markets, Western Europe stagnated for years on the innovation front in comparison with new rising giants in Asia and the Middle East. No more! Over the past few years, the region has become a major hub of creativity, breeding groundbreaking concepts in the immersive and experiential space, as well as competitive socialising and IP group games like Monopoly Lifesized. Abba Voyage in London that has been making us feel like the future is here for over 3 years, is still going strong with near-full seat occupancy. Futuroscope in France has become a pioneer in immersive water park development with its newly opened Les Abysses de Lumière developed in partnership with Moment Factory as part of the 6,000sqm Aquascope. IP integration continues to present opportunities. Holiday Park in Germany has been rebranded into Plopsaland Deutschland with €100 million investment announced in new areas, rides and an IP waterpark. Peppa Pig and F1 continue to expand. A new indoor park, Bommelwereld, based around Dutch comic characters Tom Poes & Olivier B is set to open in October. Moreover, the touring Minecraft Experience, the expanding Pac Man Live Experience and the announced Ubisoft Entertainment Centre in Montpellier mark the beginning of a new era - merging the worlds of gaming and attractions. Watch this space expand over the next few years.
The fundamentals
Aquascope, Moment Factory
entertainment resorts, offering hotels, cabins, and a range of accommodation types to encourage longer stays and establish holiday destination status. Sustainability is a defining trend across Nordic parks, embraced widely throughout the region. Many attractions have integrated renewable energy, recycling programmes, and sustainable procurement into their operations, while food and beverage offerings increasingly focus on locally sourced, organic and seasonal produce. Notable initiatives include Liseberg’s use of wind power, Gröna Lund’s shared solar park with Kolmården and Skara Sommarland, and Fårup Sommerland’s focus on organic, seasonal food and beverage, but these are just examples of a much broader movement. Across Scandinavia, parks are taking sustainability seriously, not just as an ethical responsibility but as a commercial strategy. Over time, these practices can help to reduce costs, boost F&B spends, and enhance guest satisfaction as sustainability continues to be a high priority consideration for visitors.
Nordic countries Scandinavia has a long tradition of theme and water parks, with some of Europe’s most recognisable and best-loved destinations. The region’s urban parks such as Tivoli Gardens, Liseberg, Gröna Lund are not just visitor attractions – they drive tourism, fill hotel rooms and are beloved by locals drawing repeat visits year-round. Interestingly, and at odds with the trend in most parts of the world, this region appears less hungry for international IPs focusing instead on regional titans like Moomins, Astrid Lindgren characters, Lego and Norse mythology. For countries with relatively modest populations, the Nordic region punches well above its weight, recording some of the highest per capita visitation rates in Europe. Denmark leads the pack by some distance, with Sweden, Finland, and Norway all ranking in the top ten. This is driven by the exceptionally strong park supply, supported by robust domestic tourism and high staycation rates. Many parks are integrated
Theme & water park visits per 1,000 residents, selected markets
2,084
835
668 639
572 537
501
444 438 421 394
364 340
341
300 262 258
257 227
242 241 238 236
Source: LDP Database
6 THE EXPERIENCE ECONOMIST: EUROPE EDITION 2025 | © LDP
THE EXPERIENCE ECONOMIST: EUROPE EDITION 2025 | © LDP 7
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