philip lelyveld The world of entertainment technology

Top 13 trends to watch in the visitor attractions industry in 2025

PhilNote: this long article is really a collection of examples.

... In 2025, technology will continue to change the attractions business. Artificial intelligence (AI) is a major cross-sector trend at the moment, but specific to the LBE field, immersive technologies are being utilised to provide pioneering experiences. Also, green technologies are being used to develop more sustainable attractions....

AI in museums, theme parks and water parks

When it comes to tech for good, the Auschwitz-Birkenau Memorial and Museum in Poland has partnered with an AI startup company to tackle hate speech and antisemitism on social media. The startup, TrollWall AI, specialises in the automatic moderation of comments on social media based on AI models.

AI is also an attraction in its own right. New media artist Refik Anadol is to open the world’s first museum of AI arts, called Dataland, in downtown LA this year. “To have a permanent space for us to develop a new paradigm of what a museum can be, by fusing human imagination with machine intelligence and the most advanced technologies available, is a realization of one of my biggest dreams,” said Anadol. ...

At Blackpool Zoo, also in the UK, the keeper team is using coloured edible glitter to identify the sparkly poo of its female Asian elephants and monitor their reproductive cycles. “This highly intelligent and complex species is endangered in the wild and by collaborating, sharing research, and exchanging ideas, zoos play a crucial role in the global effort to protect and conserve these majestic animals,” said Adam Kenyon, section head at Blackpool Zoo. ...

Merging immersive art and wellness

A similar idea is from Meow Wolf co-founder Corvas Brinkerhoff, who’s launching an immersive spa called Submersive in Austin, Texas. Due to open from 2026, the wellness space will feature immersive art, video projections, lasers and AI. ...

The new concept is “reinventing the art of bathing” with spaces that “integrate immersive art, neuroscience and social bathing elements to deliver measurable and repeatable state changes”. ...

Year-round fear in the attractions business

But back to Universal, which is leading the way when it comes to permanent horror. The company is also launching a year-round horror experience at Area15 called Universal Horror Unleashed. The group’s first-ever permanent horror experience takes inspiration from Halloween Horror Nights at Universal parks and opens in Las Vegas next year. ...

Family coasters

Another growing attractions trend for 2025 is the rise in popularity of family coasters, as opposed to the record breakers. Instead of the tallest, fastest or longest in the world, guests are seemingly seeking family-friendly ride experiences. Disney parks have always offered attractions for the whole family. Recent additions include the Frozen-themed Wandering Oaken’s Sliding Sleighs at Hong Kong Disneyland, Tron: Lightcycle/Run at Magic Kingdom, and Guardians of the Galaxy: Cosmic Rewind at Epcot. ...

... places like Europa-Park have come up with game-changing concepts, such as Eatrenalin, a media-based multi-sensory restaurant where guests are seated on ride vehicles. ...

Streaming company Netflix is doing a similar thing with its Netflix House immersive entertainment venues, the first of which are opening in shopping malls in Texas and Pennsylvania in 2025. These experiential attractions will feature experiences, retail and food based on shows from Bridgerton to Stranger Things. ...

Additionally, established food and grocery brands can take advantage of attractions trends in 2025. Taco Bell, for example, launched an “early retirement community” pop-up experience for the old at heart (aka its members) in 2024. Guests enjoyed “senior-inspired, sun-soaked daytime recreation, retail and dining”.  ...

Scary overnight experiences growing in popularity ...

One of the most unique overnight experiences of last year was The Static Sea, a hybrid experience that took place online and on Flat Holm Island in the Bristol Channel in September 2024. Ahead of the launch, an online community was built around the story through online films, puzzles and interactive experiences. Guests were chosen via a lottery and visited the uninhabited island for a horror experience like no other. ...

The latest Airbnb experience is inspired by Gladiator II and is set to take place at the Colosseum in Rome, even if it has faced criticism from Italian officials. ...

Japan’s Studio Ghibli theme park, which is now fully open, celebrates the natural world that inspired the company’s animation. During construction, the team enhanced and preserved any natural areas, and no trees will be cut down to make room for future attractions. The park also limits daily attendance within its themed lands to protect the environment. ...

Immersive technologies

One of the fastest-growing attractions trends for 2025 is immersive technologies. These include AR, holograms, LED screens, AV tools and projection mapping, used to surround visitors in magical worlds. We expect to see much more from this attractions trend in 2025. Abba Voyage, for example, puts the band on the stage in a whole new way via cutting-edge technology, incredibly immersive lighting, and ABBA’s iconic songs. ...

Universal Epic Universe: attraction to redefine immersion 

Here’s what it includes: omnidirectional ride vehicles, a trackless ride system, high-resolution projections and media screens, smoke effects, motion simulation, interactive elements such as wands and wearables, real-time control systems, spatial audio technology, and AR. ...

Rounding out blooloop’s top attractions trends for 2025 is Qiddiya – a multibillion-dollar entertainment destination in Saudi Arabia. It will house more than 400 tourist attractions and experiences, including the Aquarabia water park, Six Flags Qiddiya City, the world’s first Dragon Ball theme park, and a gaming and esports district. 

Highlights also include an innovative stadium with state-of-the-art holographic technology and a performing arts centre that will enhance the theatre experience with technologies like VR, AR and AI. ... Federico Pienovi, CEO and chief business officer of new markets at Globant, said: “We are not building a smart city; but creating an immersive, digitally connected experience that brings Qiddiya to life in ways that go beyond traditional entertainment.”

See the full article here: https://blooloop.com/theme-park/in-depth/attractions-trends-2025/