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

Speaker TBC

10.30 – 10.50

Keynote Session: Sir Chris Bryant Minister of State for Trade Policy

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, Commercial Programme Director Merlin Entertainments

11.10am – 11.30

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

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

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

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 -15.50

David Nouaille, Director of Development, Puy de 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, Chief Experience Officer, Disguise

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 (Disguise), 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, Engage Works

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

16.10 – 16.30

1956 individuals Creative Director, Jason Wilson and Dominique Bouchard, Heritage and Engagement Director, Leeds Castle

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.

17:00 – 17:20

Break

17.20 – 18.20

Competitive Socialising Panel

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

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.

ON THE SIDES

Take time out of the Conference – relax and heal!

Open throughout the event and will be the d&b group’s ground-breaking immersive technology experience centre ITEC where delegates can immerse themselves in Frequency, an audiovisual installation exploring sensory healing through sound, light and colour, created in partnership by wellness audio practice, MindFidelity, and creative technologist, Ben Elwyn.

The 4-minute experience evolves through an expansive soundscape before drawing focus towards a singular, fundamental frequency of 528hz. The sonic spectrum is visualised through a modular collection of animations, each responding in real time through shifting colour hues and movement of light. Altogether, a dynamic sensory immersion.

Frequency considers the idea that certain sound waves - known as 'Solfeggio frequencies' - can produce physiological and psychological benefits. Specifically, 528hz is by some known as the frequency of 'life and transformation' and believed to promote relaxation and physical healing.