Thrill Makers
Exploring the trends, challenges, and stories of industry leaders
"You might be successful today, but success in five years starts with change now"
INTERVIEW | AMUSEMENT PARKS
4-JUN-2025
The global attractions industry thrives on innovation, creativity, and a deep commitment to delivering joy. At the heart of this dynamic sector is IAAPA, the International Association of Amusement Parks and Attractions, which brings together industry leaders, manufacturers, and visionaries to shape the future of guest experiences.
Recently, I had the opportunity to chat with Jakob Wahl, the CEO of IAAPA, discussing his journey, the evolving industry landscape, and the role of technology in shaping attractions worldwide.
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"I just love the industry for everything it does, it brings joy to people, and it really takes a village to entertain them"
Question 1: Tell me about a defining moment or experience early in your career that set you on a path of becoming who you are today. In other words, how did you end up in this industry?
I’d say it all started when I worked at Phantasialand, checking tickets at 16. That’s when I first felt the spark for this industry, but it wasn’t until later that I realised the full extent of my passion for it. Becoming the CEO of IAAPA was never something I planned. I just loved the industry and everything it brings, the joy it provides to people and the way it takes a collective effort to make that happen.
My time at IAAPA from 2009 on-wards was a turning point. I worked closely with Andreas Andersen and Karen Staley, and that’s where my entrepreneurial spirit really grew. We had such a small, passionate group serving our members, and I really thrived in that environment. That’s when I started to see how powerful the role of the association could be.
After that, working at Europa-Park was an eye-opener. I gained firsthand experience of how parks operate and the emotional intelligence required to manage everything smoothly. All of these experiences shaped my journey and brought me to where I am today. It’s a mix of my love for the industry, hard work, and always striving to do what I can to make the experience better for everyone involved.
Phantasialand
Question 2: Given your broad perspective across the industry, are there any under-discussed challenges that you find particularly concerning?
I wouldn’t say I’m particularly concerned about something specific as I know that we have incredible people working in the industry being really forward-looking. However, I’m curious to see how the world will play out on a bigger picture: what will be the results of geopolitical tensions, of changing demographics, of impact of climate change for the bigger picture. Will guests stay more regional? Will we become less global and see more protectionism on all levels? That’s something which we might not be able to influence but which might have a big impact on our industry.
Question 3: What technology is shaping guest experiences? What's a piece of emerging tech that you believe could fundamentally change the industry in the next few years?
When I think about technology in our industry, I see it in two main categories: the front end and the back end.
In the back end, we’ve already seen technology change the industry significantly, especially when it comes to things like online ticket sales, dynamic pricing, and guest flow management. Covid played a big role in accelerating this shift. The willingness to buy tickets online and embrace dynamic pricing, which was previously unthinkable, has grown immensely. Tools like waiting line systems, mobile food ordering, and systems that enhance guest flow, like Genie+, have all contributed to a much smoother customer experience.
From a maintenance perspective, technologies like app-controlled maintenance checks are becoming more common, improving the efficiency of park operations.
I recently visited Topgolf and PopStroke, where I saw how technology simplifies the guest experience. It’s not the main reason people visit, but it makes the experience so much more convenient that it encourages return visits. I think that’s a key takeaway, technology should be used to enhance convenience and simplify the customer journey.
From a maintenance perspective, technologies like app-controlled maintenance checks are becoming more common, improving the efficiency of park operations.
On the front end, the real progress is in enhancing the guest experience. Technology is being used not just for efficiency but to bring something extra to the experience itself. For example, when I worked at Europa-Park, we weren’t always keen on integrating too much technology because we wanted people to enjoy the theming and atmosphere without distractions. But now, we’re starting to figure out how to use technology to enhance experiences without taking away from the ambiance.
One of the coolest things I’ve seen is augmented reality (AR) in parks. For example, there is a member company which developed an app, where you can hold your phone up to a scenic window and see characters appear right on your screen. It’s a great way to add to the magic without disrupting the natural environment. I think in the next few years, we’ll see more of this kind of tech enhancing attractions and creating unique, immersive experiences for guests.
Topgolf
"You don’t need a multi million-dollar budget to innovate. If you’re passionate and dedicated, you can make magic happen"
Question 4: Have any companies or parks caught your attention for pushing the boundaries, and which parks specifically?
Xcaret in Mexico – I was blown away by Xcaret because it combines nature, a resort, a theme park, and an animal park into one unique experience. It's not your typical theme park, but it delivers an authentic and regional feel that’s just stunning.
Disney World – I have to mention Disney World, especially their app. You can be on a roller coaster, and as soon as you get off, your ride picture is instantly available on the app. It’s a seamless experience where the system knows you're on the ride, knows it's you, and sends you the picture automatically.
Sommerland Sjaelland – I visited a small park in Denmark with only around 100,000-200,000 visitors a year, but they’ve done some incredible things with technology. The park has an app where visitors get free coins to interact with the park, from shooting water cannons to feeding animals. The app also has beacons that let the park send messages about long queues, offering discounts or telling you when it’s a good time to visit attractions.
Karls Strawberry Farms in Germany – This is a family-run business that’s transformed over the years. It started as a place where people would pick strawberries, and now it includes a cafe, restaurant, shop, and other attractions. They focus on regional, authentic experiences, and even built a hotel out of recycled materials. The vision and passion behind it is incredible.
If we talk about the future, I would love to see how consumer perspectives will change. We just launched a task group with members to discuss guest expectations in 2035 and I’m really excited to see what comes out of it.
Xcaret - Mexico
Question 5: Fast Forward to hopping in a time machine, which amusement park would we find you at, and what ride would you be going on over and over again?
If I were to hop in a time machine and visit young Jakob, I’d find him at Panorama Park. It’s a combination of a wildlife park and some attractions, and he’d be riding the summer toboggan over and over again. It’s the kind of ride where you sit in a little car, race down a mountain, and control your speed. There are similar rides in Australia! I love the thrill, even if it comes with a bit of danger, like falling off, which I think is part of the fun.
Question 6: What advice would you give someone joining the amusement park industry as a supplier. What should they do to hit the ground running?
Easy: become a member of IAAPA and make use of our many membership benefits and services. And most importantly: attend an event but get to know the people first. A hard-sale by someone new to the industry is difficult. Take the time and build relationships!
Thanks for reading! Brought you by Nola, a crowd analytics platform for attractions and amusement parks.
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