The annual conference shaping the Experience Economy.
Join stakeholders from across the industry for two inspiring days of world-class content, meaningful networking and commercial opportunities, followed by an exclusive third day of behind-the-scenes visits to some of London’s most innovative experiences.
InnovateX is for creators, operators, museums, cultural organisations, technology providers, destinations, investors and industry leaders.
300+ Delegates
2 Days
Innovation Marketplace
Experience Talks
The Experience
A conference about the Experience Economy should be its own experience.
InnovateX brings together five distinct elements across three connected days:
InnovateX Conference
Two days of keynote speakers, panels, case studies and practical learning.
Experience
Talks
Interactive roundtable discussions tackling industry opportunities and challenges.
Innovation Marketplace
Discover technologies and services from organisations driving innovation.
InnovateX
Social
Connect over food, drinks and immersive entertainment at Arcade Arena.
InnovateX: Experience London
Take your learning beyond the conference with exclusive behind-the-scenes access to some of London’s best experiences.
The People
Discover the people joining us in 2027.
InnovateX brings together creators, operators, innovators and industry leaders from across the Experience Economy.
Discover the people joining us in 2027.
Who should attend?
InnovateX is designed for anyone involved in creating, operating, investing in or supporting exceptional experiences.
Visitor attractions and theme parks
Museums, heritage and cultural organisations
Experience designers and creative studios
Immersive entertainment and competitive socialising
Leisure venues
Hospitality
operators
Technology providers
Architects and placemakers
Developers and investors
Destinations and government
Universities and future talent
Consultants and professional services
If your organisation creates experiences that inspire, entertain, educate or engage audiences, InnovateX is where you need to be.
2027 Event Steering Group
Richard Parry
Richard Parry
After serving a fifty-year sentence at the UK’s Trade Department, during which time he developed the first iteration of Experience UK, Richard retired in November 2024. But worse was to follow, as he then took up the role of Executive Chair at the Association, Richard’s interests include Arsenal, Surrey cricket, Wales rugby, the Dallas Cowboys, baroque music and writing bio’s.
Emily Smith
Emily Smith
Robbie Jones
Robbie Jones
Alex Willis
Alex Willis
Alex is co-founder of experience advisory and design lab Interval, drawing on more than 20 years of multidisciplinary design and innovation experience. Previously Chief Experience Officer at Disguise, he has worked on projects including Lightroom, Intuit Dome and Sphere, as well as with global brands including Nike, Google and Siemens. Alex also advises creative AI company Nilor and serves on the Advisory Board of the CoSTAR Foresight
James Sinclair Smith
James Sinclair Smith
Co-Founder of Mance Communications, James specialises in representing and consulting on Experiential and Immersive concepts, strategic growth for the industry as well as working with luxury food and drink brands creating cross over concepts in the experience and immersive landscape.
Neil Connolly
Neil Connolly
Richard Maddock
Richard Maddock
Ruth Read
Ruth Read
Our 2027 venue…
Arcade Arena – London
InnovateX 2027 will take place at Arcade Arena, an immersive entertainment venue that reflects the creativity and innovation at the heart of the Experience Economy.
With conference spaces, networking environments, interactive experiences and hospitality under one roof, the venue won’t simply host InnovateX — it will become part of the experience.
Our partners
InnovateX is supported by organisations helping to shape the future of the Experience Economy.
Interested in putting your organisation at the heart of InnovateX?
Delivered by Experience UK
InnovateX is created and delivered by Experience UK, the trade body championing and connecting the UK’s Experience Economy.
Experience UK brings together the organisations creating exceptional visitor experiences in the UK and around the world, supporting collaboration, industry growth and international opportunity.
InnovateX is where that community comes together.
Ready to join us?
9–11 March 2027
Arcade Arena London
Be part of InnovateX 2027.
Discover new ideas. Meet the people shaping the sector. Build valuable relationships. Experience innovation first-hand.