Katapult, the themed attraction, experience and destination design company, has released a comprehensive update to its industry roadmap: the Leisure & Attraction Trends 2030: Validation Report. This deep dive arrives at a pivotal moment for the industry, stress-testing original projections against a market that has experienced a “rollercoaster ride” of change over the past twelve months.
The report confirms that while the long-term destination for the industry remains consistent, the stakes for operators have risen as guest expectations evolve in search of both efficiency and joyfulness.
“The destination hasn’t changed, but the stakes have risen,” notes the report, highlighting critical deviations that operators need to navigate to remain competitive.
Exploring the Five Pillars of 2030
The Validation Report provides an evidence-based review of five society-wide megatrends:
- Powered-Up People: A resurgence of “people power” fueled by AI advancements and an aging population seeking immortality. Currently, 59% of Americans use artificial intelligence regularly , and 72% of the population is actively seeking more joyful emotions in their lives.
- Living Leisure: The “glocalisation” of retail is bleeding into leisure, bringing immersive experiences into major cities. While still a developing trend, 20% of consumers would already consider living permanently in a themed resort.
- Kappa-Maniacs: A spike in the desire to change the world for the better is driving a “watershed moment” for nature conservation. Half of all survey respondents report that at least 40% of their purchasing decisions are influenced by a brand’s sustainability or social impact.
- Deep Time: Guests are looking beyond surface-level 80s and 90s nostalgia toward ancient eras and untold stories. Yet, 86% of respondents believe museums must become more “entertaining” or “inspiring” to remain relevant and sustainable.
- Omni Content: The transition of digital games and TV shows into physical “bricks-and-mortar” experiences is accelerating. Nearly 48% of consumers are willing to travel up to three hours to take part in an experience based on their favorite content.
A call for consistency
A key takeaway from the report is the “joy gap” in current offerings. Only 41% of visitors report feeling joy “every time” they visit a theme park or attraction. The commentary suggests that operators must better understand what drives the guest experience for both new and returning visitors to ensure long-term loyalty.
The full Leisure & Attraction Trends 2030: Validation Report is now available for industry professionals to download.
