IAAPA Expo Asia 2025 in Shanghai did not disappoint. From the vibrant show floor to the electric energy of the opening ceremony, this year’s Expo was a powerful reminder of how fast the attractions industry is evolving, especially across the Asia-Pacific region.
With a strong focus on technology and guest experience, IAAPA’s return to Shanghai felt like a celebration of progress, connection, and forward-thinking innovation.
Keep reading for highlights, key takeaways, and a few ROLLER reflections from the week.
Event highlights
Held at the Shanghai New International Expo Center, IAAPA Expo Asia 2025 welcomed leaders, innovators, and operators from 85 countries across the global attractions industry.
This year’s theme, “Find Possible,” came to life across the three-day event with:
- A bustling trade show floor showcasing cutting-edge technology and solutions
- Thought-provoking education sessions
- Behind-the-scenes tours
- Exclusive networking events, including the Opening Reception at Shanghai Disneyland
With over 7,000 attendees and 350+ exhibiting companies, the trade show floor buzzed with energy. From frictionless guest entry to gamified experiences, operators got a firsthand look at what’s possible when technology meets creativity.
Opening night: Disney magic in the air
We kicked off the week with a spectacular night at Shanghai Disney Resort—a first-time visit for some of our team. From TRON Lightcycle Power Run and Zootopia: Hot Pursuit to the ILLUMINATE! fireworks show, the evening was packed with awe and inspiration.
Seeing the joy on guests’ faces reminded me why we do what we do at ROLLER: helping operators create unforgettable guest experiences.
The official opening ceremony led us through a visual and cultural journey symbolizing storytelling, innovation, and growth in the APAC region. IAAPA leaders including Jack Chan, Jakob Wahl, and Massimiliano Freddi set the tone for a week rooted in creativity and purpose.
Standout sessions
One standout session was Crafting Neverending Storytelling, which explored how transmedia storytelling and IP integration can help operators extend the guest journey across multiple touchpoints. The idea of a “Guest Story Experience Loop” really resonated, especially given how ROLLER supports operators in creating those extended, meaningful experiences.
Another highlight was Beyond the Ordinary, a deep dive into how zoos, aquariums, and museums are embracing innovation. With so many ROLLER-powered animal parks in Australia, this one hit close to home. It emphasized the rise of experience-seeking guests, the importance of first impressions, and how small touches like F&B and gate operations can shape the entire visit.
The Smarter Investments in APAC session was a timely reminder that growth doesn’t always mean going big. It focused on right-sizing venues, avoiding overinvestment, and putting strategy before scale.
Wildlife + Adventure: Collaboration Done Right was both inspiring and practical—showing how Asia’s first adventure experience inside a wildlife park came together. It highlighted what’s possible when innovation meets collaboration.
And finally, Unlock the Magic: Storytelling at Zootopia tied everything together. After experiencing the new Zootopia land firsthand, it was clear just how powerful immersive storytelling can be—from attractions to entertainment, dining, and retail.
Key takeaways
Here’s what stood out across the week:
- The guest experience still reigns supreme: Across every session and booth, the focus was on making guests feel seen, understood, and wowed.
- Digital is no longer optional: From mobile check-in to dynamic ticketing, guests expect tech-enabled convenience.
- Storytelling = strategy: Brands that craft immersive narratives across platforms are standing out—and winning loyalty.
- Smaller doesn’t mean less impactful: Many APAC venues are proving that boutique experiences can be just as memorable—and profitable—as larger formats.
Until next time…
We’re already looking forward to the upcoming IAAPA Expo events in Barcelona and Orlando! The energy from Shanghai has us excited to connect with even more industry leaders and partners around the world.
If you missed us at IAAPA Asia, don’t worry! We’d love to chat about how ROLLER can help your venue streamline operations, boost revenue, and enhance guest experiences.
Book a demo to see how we can help your venue thrive.
