Powered Up People: How 'Thrill Therapy' is Redefining Destination Design
- Robbie Jones
- Feb 25
- 3 min read
In 2026, the global entertainment landscape is undergoing a radical transformation. We are no longer just seeking a distraction; we are seeking a remedy. At Katapult, we’ve been tracking a significant shift in consumer and investor behaviour—one that moves beyond the traditional and into the era of Thrill Therapy.
Today’s guests are prioritising authenticity, personal growth, and emotional resonance. They aren’t just looking for a drop; they are looking for a lift. This shift is driving a new "Joy Economy," where the success of a destination is measured by its ability to power up the human spirit rather than just its throughput numbers.
The Rise of the Joy Economy
The consumer of 2026 is "powered up." They are more informed, more health-conscious, and more selective about where they spend their emotional energy. Investors have noticed, with a surge in funding for projects that blend high-octane excitement with holistic wellbeing.
The data suggests that joy is no longer a luxury—it is a requirement for mental and physical maintenance in an increasingly digital world. Our Insights Director, Robbie Jones, explains more about the Powered-up People trend.
This is where Thrill Therapy comes in. It is the intentional use of adrenaline and immersion to break the "flatness" of daily life. As thrill engineer Professor Brendan Walker notes:
"In evolutionary terms, thrill has evolved as a mechanism to reward the persistence of life... to feel thrilled is to feel truly alive. In a world where we don't feel thrilled, we feel flat."
In a world that often feels physically stagnant, the controlled "danger" of a theme park provides a powerful reminder of our own vitality. By engineering these moments of "dramatic surrender," designers can help guests reset their nervous systems and reclaim a sense of agency.
Qiddiya: The Blueprint for Play
Nowhere is this shift more evident than in Qiddiya City, Saudi Arabia. As we move through 2026, Qiddiya is proving that a destination can be built on the "Power of Play" while simultaneously reinforcing wellness across four distinct pillars:
Physical Wellness: Beyond record-breaking coasters like Falcon’s Flight, Qiddiya integrates 43 sports facilities, massive water parks, and an urban plan that is 100% walkable. It encourages movement and physical mastery, aligning with the modern desire for active participation.
Emotional Wellness: By creating immersive zones like the Enchanted Greenhouse, Qiddiya provides spaces for storytelling and emotional connectivity. These environments are designed to reduce the "emotional flatness" of modern life, offering guests a sense of wonder that resonates on a personal level.
Mental Wellness: The city is designed to be a "capital of play," validating the idea that leisure is essential for mental health. This is supported by environmental psychology, which suggests that "restorative" environments are those that engage our interest without draining our cognitive resources.
Spiritual Wellness: Recognising the cultural and personal importance of spiritual reflection, Qiddiya is implementing dedicated religious areas throughout the project. This includes a landmark Grand Mosque and numerous strategically placed prayer rooms designed with modern acoustic and aesthetic considerations. By weaving these spaces into the fabric of the entertainment district, Qiddiya ensures that spiritual practice is a seamless, respected part of the "powered up" lifestyle.
Designing for Human Flourishing
The importance of this holistic approach is echoed by leading psychologists. Dr. Jenny Roe, an environmental psychologist and author of Restorative Cities, emphasizes that our surroundings are active participants in our mental health:
"A restorative environment is any environment, inside or outdoors, that supports your mental health... by incorporating elements like access to nature and spaces that encourage community, it's possible to design urban areas that support our mental health and well-being."
At Katapult, we believe that the themed attraction industry has a responsibility to facilitate this lifestyle. To design for the 2030 guest and beyond, we must move towards experiences that offer genuine personal growth, social connection, and an adrenaline-fuelled reset.
How Katapult Can Help with Destination Design
As this consumer megatrend hits the mainstream, the demand for "Thrill Therapy" will only intensify. Katapult is uniquely positioned to help developers, operators and investors navigate this shift. We specialise in designing attractions, experiences, and entire destinations that are prepared for this new era of purposeful play.
Whether it is auditing an existing site to enhance its "restorative" qualities or masterplanning a new destination that integrates play and wellness from the ground up, we will ensure your project resonates with the modern, "powered up" guest.
Is your next project ready to embrace Thrill Therapy? Let’s build something that makes the world feel a little more joyful.
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