Leading IAAPA Forward

By June Ramli

As the amusement industry rebounds from the unprecedented challenges of the pandemic, DailyStraits.com is thrilled to present an exclusive email interview with Jakob Wahl, the newly appointed President and CEO of IAAPA.
With over a decade of experience in leadership roles at IAAPA, Jakob brings a wealth of knowledge and a visionary approach to his new position. In this interview, he shares his journey, the key factors behind the industry’s rapid recovery, and the strategies driving growth in the Asia-Pacific region.
Wahl also discusses emerging trends, sustainability efforts, and the transformative role of technology in creating unforgettable visitor experiences.
Without further ado, join us as we explore the future of the global amusement industry and IAAPA’s pivotal role in shaping it.

Exclusive Interview with Jakob Wahl, President and CEO of IAAPA

Q: Jakob, you have recently taken on the role of President and CEO at IAAPA. Can you tell us about your journey with IAAPA and your new responsibilities?

Jakob Wahl: Thank you! My journey with IAAPA has been both challenging and rewarding over the past 10 years. I began in 2009 as a program manager for IAAPA Europe, and in 2013, I transitioned to Europa-Park in Germany, where I served as director of communications and special projects manager. Returning to IAAPA in 2017, I led our Europe, Middle East, and Africa (EMEA) team as vice president and executive director. In November 2021, I was promoted to executive vice president and chief operating officer and moved to Orlando with my family. Now, as President and CEO, I lead a 94-member team across Orlando, Brussels, Hong Kong, Mexico City, and Shanghai. My role encompasses executive management and daily operations of the association, along with serving as the primary strategic advisor to the IAAPA Board of Directors on all matters related to our mission, events, products, and services.

Q: The amusement industry has made a significant recovery from the pandemic, almost recapturing all the spending lost in 2020. What key factors contributed to this rapid rebound?

Jakob Wahl: The industry’s impressive comeback is driven by more than just pent-up demand; it’s about people’s inherent desire for social interaction, fun, and shared experiences that cannot be replicated at home. Attractions provide a much-needed escape from daily life, especially during uncertain times. The industry adapted with enhanced safety measures and innovative technologies, reassuring visitors and enticing them back. This recovery highlights our collective longing for joy, connection, and memorable experiences.

Q: What are the main drivers behind the forecasted growth in attendance and visitor spending in the Asia-Pacific amusement sector?

Jakob Wahl: The Asia-Pacific region is experiencing a perfect storm of growth and excitement. As cities expand and families reconnect, there’s a renewed appetite for creating memories together. The region’s thriving middle class, booming tourism, and significant investments in new and immersive attractions are driving this growth. Events like IAAPA Expo Asia 2024 showcase these innovations, further fueling interest and attendance. The demand for fun, connection, and unique experiences is propelling the sector forward.

Q: China and Japan are expected to increase their share of regional spending in the coming years. What strategies are these countries employing to boost their amusement sectors?

Jakob Wahl: Both China and Japan are leading the way with unique and effective strategies. In China, the growth of Family Entertainment Centers (FECs) is noteworthy, driven by lower investment requirements, ample retail space in malls, and a shift in consumer behavior towards localized, diverse entertainment options. Japan continues to captivate with iconic destinations like Disney Tokyo and Universal Osaka, which are undergoing exciting expansions. The upcoming Expo 2025 in Osaka is set to draw global attention. Additionally, Japan’s innovative urban attractions, such as Teamlab, exemplify their commitment to creative excellence. Supportive government policies and a growing appetite for unique experiences are ensuring robust growth in both countries.

Q: Australia has ranked fourth in the top locations for attractions and visitor attendance in Asia-Pacific. What factors contribute to Australia’s success in this industry?

Jakob Wahl: Australia’s success stems from its diverse and world-class attractions, including iconic theme parks like Dreamworld and natural wonders such as the Great Barrier Reef. The country’s robust tourism infrastructure, commitment to safety and guest experience, and vibrant culture attract international visitors. The Asia-Pacific attractions market, with 511.5 million visitors in 2021 and substantial revenue impact, reflects the growing consumer appetite for immersive and memorable experiences.

Q: What emerging trends in the amusement industry should operators and investors be aware of in the coming years?

Jakob Wahl: The amusement industry is buzzing with exciting trends, particularly in family attractions and inclusive experiences. Attractions like Holiday World’s “Good Gravy” coaster and SeaWorld’s Penguin Trek exemplify this trend. Inclusivity is also key, with places like Morgan’s Wonderland in San Antonio creating autism-friendly environments. Immersive exhibits at zoos and aquariums, such as SeaWorld Coral and Virginia Aquarium, are bringing visitors closer to nature. In Australia, parks like Movie World and Dreamworld are investing in new rides and attractions for all ages, with popular IPs like Movie World’s Wizard of Oz section drawing crowds. The industry is evolving to create unforgettable experiences for everyone.

Q: How is the amusement industry addressing sustainability and environmental concerns as it continues to grow?

Jakob Wahl: Sustainability is a top priority for IAAPA and the industry. Many members are leading with innovative practices in carbon reduction, waste management, water conservation, and renewable energy adoption. Events like IAAPA Explores Sustainability highlight these achievements, inspiring the industry to embrace a greener future. We’re also collaborating with the Global Sustainable Tourism Council (GSTC) to develop a sustainability standard for attractions, ensuring responsible and environmentally conscious growth. It’s an exciting time as we work together to create a sustainable and enjoyable future.

Q: What role is technology playing in transforming visitor experiences in theme parks and amusement attractions?

Jakob Wahl: Technology is revolutionizing the visitor experience, making it more immersive, personalized, and seamless. Augmented reality, interactive elements, and advanced queue management systems are enhancing the thrill of rides and reducing wait times. Contactless payments and other technological innovations are creating more convenient and enjoyable experiences. It’s about enhancing safety, convenience, and the pure joy of discovery and adventure from the moment guests enter the park.

Q: Can you elaborate on the economic impact of the amusement industry on local economies, particularly in the Asia-Pacific region?

Jakob Wahl: The amusement industry significantly boosts local economies in the Asia-Pacific region. In 2021, over 875 theme and amusement parks, water parks, and family entertainment centers across 13 APAC markets attracted over 511 million visitors, generating an estimated USD 20.4 billion in direct revenue and supporting over 440,000 direct jobs. Including indirect and induced effects, the total revenue impact reached USD 42.3 billion, supporting almost 802,000 jobs. Parks often located in rural areas create jobs, drive economic development, promote tourism, and generate tax revenue. They also work with local suppliers and provide valuable training opportunities for young adults entering the professional world.

Q: What can attendees expect from IAAPA Expo Asia 2024 in terms of new exhibits, innovations, and key speakers?

Jakob Wahl: IAAPA Expo Asia 2024 promises an immersive experience showcasing the latest innovations reshaping the amusement park and tourism industry. With over 7,800 square meters of exhibition space, attendees can explore cutting-edge technologies such as augmented reality, virtual reality, and gamification. The event will feature key speakers from renowned parks and attractions, including representatives from Shanghai Disney Resort, Hong Kong Disneyland, Universal Beijing Resort, and more. Attendees will have the opportunity to network with industry experts, leading executives, and innovative businesses, fostering collaboration and driving the industry towards new standards of excellence.

Q: Given the current trajectory, where do you see the global amusement industry in the next five to ten years, and what role will IAAPA play in shaping its future?

Jakob Wahl: The global amusement industry is on a thrilling path of innovation and growth. Over the next five to ten years, we expect to see more immersive experiences, personalized adventures, and a stronger commitment to sustainability. IAAPA will continue to lead this exciting journey by providing essential resources, fostering collaboration, and championing policies that support industry growth and sustainability. Through events like IAAPA Expo Asia 2024 and ongoing educational programs, we empower industry professionals to stay ahead of the curve, embrace new technologies, and create unforgettable experiences for guests worldwide. It’s a thrilling time to be part of this dynamic industry as we shape the future of fun and entertainment together.