FAQs

InnovateX is Experience UK’s flagship conference and the annual meeting place for the Experience Economy.

It brings together approximately 300 creators, operators, investors, museums, cultural organisations, technology providers, destinations, developers, policymakers and industry leaders to explore the ideas, projects and trends shaping the future of experiences.

InnovateX 2027 takes place from 9–11 March 2027.

The main conference takes place across Tuesday 9 and Wednesday 10 March, followed by the optional InnovateX: Experience London programme on Thursday 11 March.

The two-day conference will take place at Arcade Arena, London.

Day Three – InnovateX: Experience London – takes delegates into the city for a curated programme of experience visits.

Our Closing Drinks Reception on the evening of 10 March will take place at a London venue to be announced.

No.

InnovateX is open to both Experience UK members and non-members from the UK and internationally.

If you work in, supply, invest in or have an interest in the Experience Economy, we’d love you to join us.

InnovateX is designed for people working across the Experience Economy, including:

• Visitor attractions and theme parks
• Museums, heritage and culture
• Immersive entertainment
• Experience design and creative production
• Competitive socialising
• Technology
• Live and location-based entertainment
• Hospitality and leisure
• Developers and investors
• Placemaking and regeneration
• Destinations and tourism
• Government and local authorities
• Professional services
• Academia and future talent

One of InnovateX’s greatest strengths is bringing people together from across traditional sector boundaries.

InnovateX is a professional but creative industry event.

We recommend smart casual/business casual clothing that you’ll be comfortable wearing throughout a full day of conference sessions and networking.

For delegates participating in Experience London, practical guidance will be provided once the itinerary has been confirmed.

We will work with our venue and hospitality partners to accommodate dietary requirements wherever reasonably possible.

Please provide the requested information during registration so that our team can plan accordingly.

We’ll always ensure delegates can benefit from stepping away from the main conference environment during the day.

Details of available quiet or lower-stimulation spaces will be confirmed within our delegate information ahead of InnovateX.

There are a wide range of opportunities to participate in InnovateX 2027, including strategic partnerships, the Innovation Marketplace, Roundtable Suite, networking and hospitality opportunities, InnovateX Social and Experience London.

Our InnovateX 2027 Partnership & Sponsorship Pack contains details of available opportunities, benefits and investment levels.

If you would prefer to discuss your objectives with us first, our partnership team will be happy to explore the most appropriate opportunities with you.

InnovateX is only one part of Experience UK’s year-round programme.

You can continue the conversation through Experience Talks, Experience UK events, research, international programmes, membership and the Experience Index.

InnovateX may bring the Experience Economy together for three days—but our community continues throughout the year.

Experience UK defines an Experience as:

Activity in which the consumer gains an exceptional experience through engaging actively – intellectually, physically, socially or emotionally – with the product or service provided.

Our focus is on experiences where value is created through audience immersion, interaction, co-creation, movement through a designed environment or participation in a shared social moment.

The Experience Economy spans an extraordinary range of organisations and formats—from visitor attractions and immersive entertainment to museums, competitive socialising, experience-led destinations, festivals and cultural experiences.

Examples range from ABBA Voyage, The Traitors: Live Experience and Frameless to Warner Bros. Studio Tour London, Alton Towers, LEGOLAND, Crystal Maze Live and F1 Arcade.

But its influence extends much further.

Museums, retailers, stadiums, developers, destinations, local authorities and cultural organisations are increasingly adopting experience-led approaches to attract audiences, generate revenue, strengthen places and create economic value.

We’ve selected three nominated hotels for InnovateX 2027, providing delegates with a choice of accommodation and price points for their stay in London.

All three hotels will offer discounted room packages exclusively for InnovateX attendees.

Hampton by Hilton London Waterloo

A convenient option close to Waterloo and London’s South Bank, ideal for delegates looking for comfortable, well-connected accommodation.

Park Plaza London Riverbank

Located on the River Thames, Park Plaza London Riverbank provides a contemporary London base with convenient access to the wider InnovateX programme.

Park Hyatt London River Thames

A premium option for delegates looking to make their InnovateX visit a luxury London stay, located within the Nine Elms riverside district.

Discounted hotel packages are available exclusively to confirmed InnovateX attendees.

You don’t need a hotel code before purchasing your ticket.

Once you have booked your InnovateX ticket, your confirmation email will include a link giving you access to our nominated hotel options and discounted attendee rates.

Hotel rooms are subject to availability, so we recommend booking accommodation as early as possible once you receive your confirmation.

We want InnovateX to be welcoming and accessible to everyone.

Accessibility information for Arcade Arena, including step-free access, accessible facilities and any additional support available to delegates, will be published ahead of the event.

If you have specific accessibility requirements, please let the Experience UK team know when booking or contact us before the event so we can work with you to support your visi

No.

InnovateX: Experience London is an optional, separately ticketed experience taking place on Thursday 11 March 2027.

Delegates will be able to select the appropriate ticket option when booking, subject to availability.

Because Experience London includes smaller-group visits and behind-the-scenes access, capacity will be considerably more limited than the main conference.

We recommend booking early if you want to join us.

Experience London has been designed as an extension of the InnovateX conference and priority will be given to InnovateX delegates.

Final ticket eligibility and availability will be confirmed when Experience London tickets are released.

Full Experience London ticket inclusions, including transport arrangements between participating experiences, will be confirmed alongside the final itinerary and clearly stated before purchase.

Full hospitality arrangements will be confirmed alongside the Experience London itinerary and ticket information.

Yes.

Organisations wishing to bring multiple delegates should follow the ticketing options available through our booking partner.

For larger groups or specific booking requirements, please contact the Experience UK team.

Payment and invoicing options will be displayed during the booking process through our official ticketing partner.

If you have a specific finance or procurement requirement that cannot be accommodated through the standard booking process, please contact us.

We operate a no refund policy for InnovateX events, however ticket purchases can be protected in the event of non-attendence by selecting the Insure My Tickets option at the checkout.

Ticket transfer arrangements will be subject to the booking terms shown by our ticketing partner.

If you can no longer attend, please check your booking confirmation or contact the ticketing team for guidance.

InnovateX welcomes delegates from around the world.

If you’re an international organisation, trade delegation or industry group interested in attending InnovateX, please get in touch on hello@experience-uk.org to discuss how we can support your visit.

Experience UK works internationally throughout the year and can also help connect visiting delegations with relevant organisations from across the UK Experience Economy.

The InnovateX 2027 programme will begin to be unveiled in autumn 2026.

We’re currently working with industry leaders, operators, creators and partners to develop an ambitious two-day programme across our Main Stage, Fringe Theatre and Experience Talks.

We welcome expressions of interest from organisations and individuals with genuinely strong ideas, projects and case studies to share.

We’re particularly interested in original case studies, emerging experience formats, major new projects and subjects capable of challenging industry thinking.

Lots!

London is home to an extraordinary range of attractions, museums, immersive experiences, theatre, restaurants, entertainment and cultural destinations.

For inspiration and practical visitor information, we recommend using Visit London, London’s official visitor guide, to help plan the rest of your stay.