Barcelona has always been a city of surprises. But this September, against the mosaic skyline and bustling streets, it played host to something new: IAAPA Expo Europe 2025, where the attractions industry gathered to unveil its future. With over 700 exhibitors, more than 60 education sessions, and a trade floor spanning over 21,000 m², the show has been called IAAPA’s boldest European edition yet.
From flying theaters to spin-coaster water hybrids, here’s a conversational stroll through the standout announcements you’ll want to watch.
Opening Notes: More Than Just a Trade Show
The expo kicked off with flair. Barcelona welcomed attendees with performances rooted in local identity, framing the event with the message Vivir Mi Vida — “live my life” — a fitting metaphor for the emotional experience the attractions industry strives to deliver.
IAAPA leadership emphasized global connection, innovation, and sustainability. The agenda is heavy: artificial intelligence’s role in guest experiences, storytelling as a driver of loyalty, immersive technologies, and repeat visitation strategies.
As the show matures, it’s no longer just about ride manufacturers displaying hardware. It’s about systems, content, integration, and rides that blur boundaries.
Headline Announcements That Turned Heads
MACK + Plopsa: Flying Theater Takes Off
One of the major reveals came from MACK Rides and Plopsa. The two companies announced a new flying theater slated for Plopsaland Belgium, using MACK’s Airific theater system. The design includes three levels of loading, with forward–backward boarding to boost throughput. IAAPA
For Plopsa, this marks a significant expansion in immersive attractions — and for flying theaters, it signals that the technology is maturing toward greater operational efficiency.
Vekoma’s Family Boomerangs Roll Out
Vekoma confirmed two custom Family Boomerang coasters for Germany’s Karls Erlebnis-Dorf, with openings expected in summer 2026. One coaster is earmarked for the Döbeln site; the second location is still under wraps.
They even teased the front coach design: in one case, strawberry-themed styling to reflect Karls’ signature branding. It’s a reminder: coasters are not just about speed, but about identity, theming, and brand coherence.
BoldMove’s Dual Innovation: Rogue Rides + Spinfinity Coaster Splash
BoldMove Nation used its platform to debut two ambitious concepts:
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Rogue Rides: A new trackless vehicle system featuring Mecanum wheels and pneumatic suspension. The first installation will be a dark ride at Hunderfossen Family Park in Norway. It will use BoldMove’s media and effects platform Kamino to synchronize motion and storytelling.
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Spinfinity Coaster Splash: Perhaps the boldest pitch of the show — a hybrid concept that mixes spinning coaster dynamics with water effects. The concept envisions a 450-meter layout that reaches 17 m height, spins while controlling water elements, and seats riders face to face. The goal: a coaster you can splash through or spin through, depending on how you’d like to experience it.
If this concept reaches fruition, it could spark a wave of coaster/water-hybrid experiments.
DOF Robotics’ New Content Frontier
DOF Robotics revealed Phantom City, a narrative-driven racing experience built around their flying theater simulators. They also introduced new digital content using IPs like The Smurfs, Dog Fight, and Guardian Challenge.
On the hardware side, their Hurricane 360 VR combines roller-coaster motion with VR immersion, and AIQ — an AI-driven photo system — was presented as a next-gen guest photo solution.
DOF also went public on the Istanbul stock exchange, with the IPO raising over $40 million to accelerate R&D and global expansion.
Brogent’s Grounded Adventure Ride
Brogent Technologies introduced V Ride Explorer Plus, a ground-based thrill experience that mimics rough desert terrain with motion bases under 12-seat vehicles. Each vehicle is modular — operators can choose how many to deploy — and variable intensity allows for customization.
The concept blurs the line between motion simulators and terrain rides, aiming to bring high thrills in tighter footprints.
Martin & Vleminckx Brings Interactive and Vertical Attractions
Martin & Vleminckx used the expo to spotlight some bold products:
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G-Storm: A swinging gondola track concept, moving guests back and forth in a high-dynamic motion.
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Unicoaster 2.0: Interactive coasters with patented rotating seats, so riders can influence their ride path in real time.
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SkySpire: A vertical scenic tower experience with climate-controlled gondolas.
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Polercoaster: Their vertical coaster format — high thrills in compact vertical footprints.
Their booth also emphasized maintenance, repair services, and lifecycle support for legacy coasters.
Booth Honors: Exhibits That Stood Out
Awards on the show floor matter because they signal how companies think about visitor experience at the booth — not just the product itself. Here are some highlights from IAAPA’s Brass Ring Best Exhibit Awards:
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Great Coasters International earned first place in the 46 m²+ category.
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DOF Robotics took second place in that same large-booth tier, praised for engaging VR demonstration.
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In smaller categories, CmdCentr, Zoner Laser Tag, and Wave Italy all claimed top slots.
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The Image Award (highest visual impact across all booths) went to ProSlide Technology.
These awards reflect a growing expectation: exhibitors must not only show innovation — they must demonstrate it, visually and interactively.
What All This Means (From My POV)
If we step back from the hardware announcements and consider themes, a few strong trends emerge:
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Blurring ride categories
Concepts like Spinfinity Coaster Splash or motion‐based terrain vehicles show designers no longer feel bounded by traditional silos (coaster, dark ride, water ride). Hybridization is now fair game. -
Trackless and vehicle tech keeps climbing
Rogue Rides’ system and the push for media-synced dark rides underline how much shine is still on trackless, free-form ride systems. The flexibility is appealing to parks wanting creativity in layout and experience. -
Content + IP is no longer optional
DOF’s focus on storytelling, integrating known IP, and content platforms shows that ride makers can’t just sell motion — they must sell narratives, immersion, guest memory. Hardware is table stakes; content sells. -
Spatial efficiency matters
Many of the new concepts pack high excitement into smaller footprints (vertical, modular, compact). Land is expensive, especially in Europe and urban zones. Efficiency is key. -
Exhibits are part marketing, part demo theatre
The booth awards point to a higher bar for how exhibitors present their ideas: immersive, interactive, and narrative-led booths help a product stand out — even before it’s installed in a park.
Looking Ahead: The Questions I’m Watching
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Which of these concepts make it from paper to park? Spinfinity Coaster Splash sounds amazing — but can it be delivered reliably, at scale, and with operational robustness?
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Will Rogue Rides and other trackless systems win over more mainstream parks? Performance, throughput, reliability, and maintenance will determine adoption.
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Can ride manufacturers partner closer with IP/content creators to deliver integrated solutions — not just hardware?
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Will we see waves of hybrid concepts: water + coaster, motion + terrain, dark ride + coaster?
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How will parks budget for these new systems — i.e. total cost of ownership, lifecycle, updates — especially for mid-tier parks?
Final Thoughts
IAAPA Europe 2025 has reinforced something I’ve observed for a while: the future of theme parks isn’t defined purely by raw thrill or record-breaking stats. It’s about experience, flexibility, storytelling, and clever integration.
This year’s announcements show that even in a mature industry, the landscape is still rich with room for innovation and surprise. For parks, the trick now is deciding which of these bold new experiments will translate into guest-wowing, financially viable attractions.
