Published 27 May 2025

Authors

8 min read

Boosted by significant financial investment, creative leisure and hospitality brands are elevating the amusement park experience with dramatic storytelling, advanced tech-enabled interactions, and a sharper focus on heritage and nature. Keen to break free from everyday routines and rediscover their playful proclivities, consumers are embracing these settings for their ability to deliver awe, joy and emotional release.

Spreading Joy Globally

Little Laughs, Big Smiles

Water Parks Make Waves

EduTainment Escapes

Big leisure and entertainment brands are expanding globally to meet growing demand for high-quality physical experiences in new and emerging markets. As consumers seek more immersive, shareable and premium leisure activities, ambitious brands are scaling their influence, diversifying revenue and building a loyal global fanbase.

Summary

Spreading Joy Globally	Big leisure and entertainment brands are expanding globally to meet growing demand for high-quality physical experiences in new and emerging markets. As consumers seek more immersive, shareable and premium leisure activities, ambitious brands are scaling their influence, diversifying revenue and building a loyal global fanbase.
Little Laughs, Big Smiles	Helping to shape a generation that values real-world interactions, hospitality and leisure brands are offering youngsters opportunities to engage in creative problem-solving, teamwork and healthy competition. For more on the impetus towards screen-free leisure, see Gen Alpha Fitness & Wellness Trends: 25/26.
Water Parks Make Waves	Blending excitement, relaxation and physical activity, aquatic settings are boosting endorphins, fostering social connections and providing good, clean fun. For more on water-based leisure, see The New World of Water Sports.
EduTainment Escapes	Conveyed through immersive storytelling, leisure brands are bringing past civilisations to life, enabling visitors to explore their own and other cultures. While groundbreaking tech transforms heritage and history into compelling narratives for modern times, it’s also being used to deepen visitors’ relationships with the natural world.

Wonder & Escapism Leisure

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