The Future of Play is Changing: Are You Ready for 2030?

The leisure and attractions industry has always been about more than just rides and tickets; it’s about human connection, joy, and the stories we tell. But since we first mapped the road to 2030, the market has undergone a "rollercoaster ride" of shifts in consumer behavior, technology, and social values.

At Katapult, we’ve gone back to stress-test our original thesis. The result is our Leisure & Attraction Trends 2030: Validation Report. The destination remains the same, but the stakes have risen.

Download the report

Why You Need to Act Now

The gap between guest expectations and industry delivery is widening. For instance, our latest reader survey revealed that only 41% of visitors feel joy "every time" they visit an attraction. To remain relevant and profitable, operators must understand the five megatrends currently reshaping our world.

Our Insights Director, Robbie Jones, explains the results in more detail.

1. Powered-Up People

Consumers are no longer passive. They are leveraging AI and "bio-hacking" to search for efficiency and joy. With 59% of Americans now using AI regularly, technology like the biometric integration seen at Universal’s EPIC Universe is becoming the new standard. If your guest experience isn't seamless, you're falling behind.

2. Living Leisure

The boundaries between home, work, and play are dissolving. We are seeing a "glocalisation" trend where immersive experiences are arriving in every major city. While still a niche, there is a growing desire for semi-permanent living options at themed resorts—only 41% of people now outright say "no" to the idea of living at a theme park.

3. Kappa-Maniacs

Sustainability is no longer a "nice-to-have." Consumers are shifting toward socially responsible brands, with half of our respondents stating that sustainability influences at least 40% of their purchasing decisions. From the ecotourism of the Eden Project to experiences that empower neurodivergent guests, your social conscience is now a business imperative.

4. Deep Time

Nostalgia is evolving. People are looking past the 80s and 90s toward ancient eras and untold historic stories. However, the way we present history must change: 86% of people believe museums must become more "entertaining" or "inspiring" rather than just educational.

5. Omni Content

We are entering the era of "bricks-and-mortar" digital experiences. Whether it’s the Netflix House locations or Merlin’s partnership with Microsoft for Minecraft experiences, guests want to live their favorite IP. Nearly half of your potential guests are willing to travel up to 3 hours just to experience a favorite TV show in real life.

Secure Your Competitive Edge

The stakes for the leisure industry have never been higher. Do you know how to meet the "quickfire demand" created by global streaming platforms? Are you prepared for a world where doctors prescribe rollercoasters for health?

Don’t wait for 2030 to happen to you. Shape it.

Click here to download the Validation Report and ignite real connection at your attraction.