THE MAIN EVENT

08.30 – 09.30

Delegate registration, networking and welcome refreshments

09:40

Welcome to InnovateX - The Experience Economy Forum 2026 and the days agenda

Emily Smith, Experience UK Conference Producer and Host

09.45

Welcome - Shri Mukundagiri, Deputy Chief Executive, Science Museum Group

The changing face of the UK’s Experience Landscape – Part One

10.00 – 10.20

Matt Stubbs, Director of Creative, Little Lion Entertainment

This presentation explores how Little Lion Entertainment is Designing Tomorrow’s Experiences through expansion and purposeful innovation. Matt will outline the company’s growth plans and the new technologies being deployed across its venues, demonstrating how the organisation is evolving within an increasingly tech-driven world while remaining true to its theatrical heart. He will share select innovations currently in development and explain why Little Lion’s hybrid model, blending immersive theatre with interactive technology, continues to succeed. The session will also address potential challenges and reaffirm why live theatre remains central to everything they create, guided by an audience-first philosophy.

10.30 – 10.50

Keynote Session: Sir Chris Bryant, Minister for Trade, Department for Business and Trade

This keynote will explore how government strategy, trade policy, and innovation intersect with the Experience Economy and what this means for the future of visitor attractions, immersive experiences, and creative-led growth across the UK.

An essential session for anyone interested in the policy landscape shaping tomorrow’s experiences.

Commercially Creative and Creatively Commercial

This section looks at the delicate balance of creative and commercial drivers for new experiences. We will dive into considerations of partnership working, IP, business models.

10.50 – 11.10

Sana Ali Aamir, Managing Director, Fever and Emma Butler, VP Transformation, Merlin Entertainments

A fireside-chat style conversation focused on how Merlin and Fever are harnessing the power of collaboration through partnership, discussing how strategic alignment, shared audiences, and innovative thinking can unlock new opportunities for growth and guest engagement.

11.10am – 11.30

Patrick Moran, Head of Commercial Strategy and Partnerships, Barbican Immersive

In this session, Patrick shares the Barbican’s blueprint for mastering the “sixth art form” - Immersive Arts - revealing how public institutions can balance artistic integrity with commercial viability. Drawing on real-world experience, he explores how immersive experiences can drive youth engagement and global collaboration, while introducing practical frameworks for balancing prestige and profit, competing with commercial players, and positioning legacy institutions for sustainable growth.

11.30 – 12.00

Morning refreshments, networking and drop in surgeries

12.00 – 12.20

Graham MacVoy Wake The Tiger and Rachel Belam, Head of F&B and Leisure Leasing at Unibail-Rodamco-Westfield

How can immersive creative experiences enhance successful, purpose-led retail destinations? In this joint session, Graham MacVoy (Co-founder and CEO, Wake The Tiger) and Rachel Belam (Head of Food & Beverage and Leisure Leasing, Unibail-Rodamco-Westfield) unpack their collaborative project, exploring how the partnership came together and what it takes to embed bold creative experiences within retail spaces. The discussion will examine a new and innovative business model that balances creativity with commercial return, the importance of shared purpose in building long-term value and the role of community engagement in driving relevance and longevity. Attendees will gain practical insights into making retail creatively commercial - and creativity commercially sustainable.

Market briefings

This section looks at the major upcoming projects in the Theme Park and Attractions, and Museum and Heritage sectors, both domestically and internationally

12.20 – 12.40

Natalia Vartapetova, AEA Consulting

This session will introduce the Museums and Cultural Venues: Global Market Opportunities, a report produced by AEA Consulting for Experience UK and its members. We will review the scale, scope, and nature of opportunities for InnovateX participants in the global museums, arts, and culture sector over the next five years. The session will also discuss procurement and market entry considerations for each of the key markets, and key resources and events to be aware of. The session will provide attendees with an understanding of project typologies in the sector, investment drivers, and procurement and partnership opportunities.

12.40 – 13:00

Natalia Bakhlina, Partner at Leisure Development Partners

In this insight-rich session, Natalia Bakhlina, Partner at Leisure Development Partners (LDP), presents The Experience Economist: Europe Edition — an in-depth analysis of the European visitor attractions market. Drawing on LDP’s proprietary data and decades of global expertise, the session explores market scale, economic impact, trends, and development opportunities across the region.

Focusing on theme parks and water parks, Natalia will unpack regional and sub-regional differences, identify key market drivers, and highlight country-level opportunities for attraction development. An essential session for anyone involved in planning, investing in, or delivering experience-led projects in Europe.

13:00 – 14:00

Networking Lunch and drop in surgeries

The changing face of the UK’s Experience Landscape – Part Two

This section looks at the game-changing projects shaping the future of the experience economy here in the UK. Attendees will get direct insights on the major project developments and needs.

14.00– 14.30

James Loxton, Business Development Director, London Tunnels

Hidden beneath Chancery Lane, one of London’s most remarkable WW2 tunnel complexes is set to become a major new underground visitor attraction — and at InnovateX 2026, attendees will hear the story behind its transformation.

In this session, James Loxton of The London Tunnels will outline the vision for reimagining this historic site as a world-class attraction and exhibition space, blending heritage, storytelling, and cutting-edge technology. The development will also see the reopening of what is set to become the deepest bar beneath any global capital.

London has not seen an attraction of this scale or ambition for many years. This session offers insight into how repeat visitation will be driven through immersive design and compelling narrative.

14.30 -14.50

David Nouaille, Director of Development, Puy du Fou

Following the success of Puy du Fou France and Spain, the Puy du Fou team is now actively developing a new destination in the United Kingdom — and at InnovateX 2026, attendees will get an early, in-depth look at what’s coming.

In this exclusive session, David Nouaille, Chief International Development Officer at Puy du Fou, will reveal details of the Puy du Fou UK project, including its artistic vision, economic impact, and the opportunities it presents for the UK’s creative industries.

The presentation will conclude with a live Q&A, giving delegates the chance to engage directly with the team behind one of the world’s most distinctive visitor experience brands.

15:00 – 15.30

Afternoon refreshments, networking and drop in surgeries

15.30 – 15.50: Innovation Soapbox

This segment explores innovative concepts, ideas or technologies set to transform the experience sector, you wioll hear from:

Alex Wills

This session introduces the Open Source Immersive Production Playbook, a new practical resource designed to support immersive creative companies in developing bold, original IP. Led by Alex Wills, it brings together actionable frameworks covering finance, IP monetisation, funding, storytelling, development, and global delivery — helping reduce risk and support sustainable growth across the immersive sector.

Gregory Taylor, Founder & Director, Studio EX

Studio EX, introduces The Six Degrees , a real-time interactive platform that visualises human connectivity on a global scale. Beginning as a digital engagement tool and evolving into a projection-mapped touring exhibition, the project uses organic audience data, collaboration, and participation to shape the experience in real time. Presented within a wider creative framework developed by Studio EX, this session proposes a new model for the entertainment market — one that de-risks large-scale immersive projects, supports scalability, and places human connection at the centre of experience design.

Tony Sefton, CEO, Vision XS

This practical session introduces Vision’s Opportunity Engine, a web-based tool designed to help attractions, regions, and governments identify where demand exceeds supply. Using real visitor behaviour, market data, and benchmarking insights, the session demonstrates how data-led decision-making can support smarter planning, investment, and long-term attendance strategies.

Andy Povey, CEO, Merac

As AI reshapes how people find information, search is shifting from keywords to conversations. This session explores the five actions organisations need to take now to ensure their websites and business information remain discoverable through answer engine optimisation, offering practical guidance for attractions, experience creators, and operators navigating AI-driven digital discovery.

Alexander McCuaig, Business Development and Strategy Director, and Simon Cummin, Creative Technology Director at Engage Works

As artificial intelligence becomes increasingly embedded within experiences, this session explores how the industry can confidently champion AI while keeping human connection, creativity, and hands-on engagement at its core. It examines where AI adds genuine value, where human-led design remains essential, and how the two can work together to create richer, more meaningful experiences. Looking ahead, the session sets out a positive, practical vision for the future — one where technology enhances, rather than replaces, the human experience.

AI Deep Dive: The impact of AI across a range of disciplines in the experience economy.

15.50 – 16.10:

Keynote Session: Roger Highfield OBE, Science Director Science Museum Group

AI is reshaping the experience economy, but not always in the ways we imagine. From unlocking vast museum collections to powering personalised journeys, AI excels at pattern recognition, not understanding. Our instinct for pareidolia means we often see “intelligence” where none exists, risking misplaced trust. History shows AI hype cycles boom and bust, and today’s systems still stumble on meaning, physics, and ethics. For experience creators, the real challenge is preserving trust while using AI’s strengths. Success isn’t smarter machines; it’s richer, more transparent, more human experiences.

16.10 – 16.30

1956 individuals Head of Commercial UK & Europe, Kelly Boosey and Dominique Bouchard, Heritage and Engagement Director, Leeds Castle

This case study explores AI Queen Eleanor, a pioneering exhibition at Leeds Castle that brings a 13th-century queen to life using conversational AI. The session reveals how ethical storytelling, historical authenticity, and emerging technology can be balanced to create emotionally engaging, AI-driven interpretation within museums and heritage environments.

16.30 – 17:00

AI panel Chaired by Roger Highfield OBE, Science Director Science Museum Group

A discussion around the opportunities and challenges in using AI across a range of disciplines within the experience economy sector. Roger will be joined by:

Simon Cummin, Creative Technology Director at Engage Works

Martin Howe, Chairman Dapper Labs

Dominique Bouchard, Heritage and Engagement Director, Leeds Castle

Jason Larcombe, White Light

17:00 – 17:20

Break

17.20 – 18.20

Competitive Socialising Panel

Chaired by Meritaten Mance, Founder and Director, Mance Communications

Populating shopping centres, theme parks, cruise ships and redevelopment projects across the world, this section looks at the increasing market for competitive socialising offers. Meritaten will be joined by:

Josh Ford, Co-Founder of Gameshow LIVE!

Kimberleigh Lloyd, Director, Clays

Luke Miles, Co-Founder Experiential Edge

18.20

Closing remarks

*Programme, speakers and timings subject to change

THE MIXER EVENT

19.00 - Late

The day concludes with the Experience UK Spring Mixer & Networking Event, hosted inside Power Up at the Science Museum. This informal evening session offers delegates the opportunity to continue conversations from the forum in a relaxed, social setting, with drinks and networking alongside hands-on interactive gaming experiences. InnovateX delegates can attend the Mixer as part of their conference ticket, while non-conference attendees are also welcome to join by booking separately. It’s the perfect way to unwind, connect, and experience the creative energy of the Experience UK community.

THE DROP IN PODS

New for 2026, The Drop In Pods will be located throughout the Flight Gallery, giving delegates direct access to practical, expert advice across the day. Hosted by leading organisations, the pods offer informal, one-to-one conversations on topics including customs and logistics, export strategy, international market entry, and business growth support. Designed to complement the main programme, The Drop In Pods provide actionable guidance to help companies navigate global opportunities and operational challenges within the Experience Economy.

Come and meet the following organisations:

WXO Experience Innovators Lab

Step into the WXO Experience Innovators Lab and borrow a WXO brain. We’ll draw on proven frameworks, emerging trends, evolving business models and – even – experiences we’ve been to. We’ll help you stress-test and refine your concept, challenge, or half-formed idea. Does it align with current market shifts? The needs of your target audience? How might you strengthen the creative and commercial elements? How might you reduce the risks? This is practical, focused support — not a sales pitch. We can’t promise answers, but you’ll leave with clearer direction, sharper thinking, and a better shot at success.

Experience UK Members Hub

The Experience UK Members Hub will serve as a dedicated space to connect, collaborate, and discover more about the UK’s leading trade body for the Experience Economy. Representing a powerful network of businesses spanning theme parks, museums, immersive technology, design, engineering, and live events, Experience UK champions British creative and technical excellence worldwide. Visit the Hub to meet the team, learn about member benefits, explore international opportunities, and discover how Experience UK supports companies to grow, export, and lead on the global stage.

London & Partners Major Events & Experiences Hub

London & Partners is the growth agency for London, and within it, the Major Events & Experiences division is here to grow and diversify London’s experiences, reach global audiences and activate new parts of the city. We’ve worked for over five years with experience pioneers like ABBA Voyage, Immerse LDN, Layered Reality, The Lost Estate, Little Lion Entertainment and Phantom Peak - and we’re proud partners of WXO for London Experience Week 2025 and 2026. Come and talk to us about our three services:

1. Strategic & Operational Support - Insight, data and practical help. We advise on locations, market opportunity, talent, investors and trusted setup partners so you can build on solid foundations.
2. Promotion – We can amplify your reach through Visit London, PR, social, trade activity and qualified leads via the London Convention Bureau.
3. Stakeholder Engagement – We connect you to boroughs, policymakers, investors and industry peers to unlock partnerships and long-term growth.

At InnovateX, this is a working surgery. If you are launching, expanding or reimagining an experience in London, come and speak to us. Bring your idea, challenge or ambition. We’ll bring the data, network and straight-talking advice. See you there!

Department for Business and Trade Hub

The Department for Business and Trade (DBT) is pleased to host a drop-in surgery at Innovate X. Representatives from DBT’s UK and overseas creative sector network will be available for informal 1-2-1 discussions with attendees during the networking breaks. Please visit the DBT surgery to find out more about how DBT works to support your business to grow here in the UK, as well as overseas, and to learn about our planned programme of activities for 2026/27.

UCARGO— Logistics Surgery Pod

Running a growing experience business can mean navigating complex logistics — from international shipping and customs clearance to time-critical freight for live events and attractions. As the official logistics partner for Experience UK, UCARGO is hosting an InnovateX Drop In Pod in the Flight Gallery, offering free, informal one-to-one advice for attraction operators, immersive producers, agencies and venue developers. Whether you need support with import/export processes, moving large or specialist freight, international expansion, event logistics, or solving an operational headache, our team is on hand to help. No appointment needed — just practical, expert guidance tailored to the Experience Economy, wherever your next project takes you.

Media Co - Experiential Specialist printers

Media Co will be available during the event to talk through different approaches to large-scale graphics and display applications. They can offer practical guidance on material choices - from wood, MDF, acrylic and aluminium to Foamex, reboard, vinyl, floor graphics, fabric murals and wallpaper - and explain how each performs in different environments. They can also advise on installation options, including suspended pieces, wall-applied graphics, frame mounting or profile fabrication, as well as the possibilities for seamless fabric prints up to 5 metres high and virtually unlimited in length.