Podcast Summary: The Digital Executive — Jakob Wahl on Leading Global Innovation in the Attractions Industry | Ep 1065

Podcast: The Digital Executive
Host: Coruzant Technologies
Guest: Jakob Wahl, CEO of IAAPA
Date: May 20, 2025
Duration: ~10 minutes

Overview

This episode features Jakob Wahl, CEO of IAAPA (The Global Association for the Attractions Industry), discussing his leadership journey, key industry trends, and IAAPA’s initiatives to drive innovation, sustainability, and global connectivity across amusement parks and attractions. Wahl shares poignant examples and offers insights into how the industry is evolving to meet rising expectations, embrace new technologies, and deliver impactful experiences.

Key Discussion Points & Insights

1. Jakob Wahl’s Journey and Defining Moments in Attractions

• Wahl describes his career trajectory from program manager to CEO (01:17–03:10).

• His most impactful experiences involve fostering inclusivity and learning through community:

  • Example: The induction of the Hartman family of Morgan’s Wonderland into the IAAPA Hall of Fame for their work building an ultra-accessible theme park inspired by their daughter’s needs (01:40).
  • This event became a catalyst for industry leaders to reassess and expand their own approaches to accessibility.

  Quote:

  “We thought we always did a lot for accessibility, but we see that we can do so much more... Just to create a platform where people can inspire each other... That is for me, the most magical moments of this association.”
  — Jakob Wahl (02:25)

2. Strategic Initiatives to Expand IAAPA’s Global Footprint

• IAAPA operates on five-year rolling strategic priorities, reviewed biannually to remain agile (03:35–06:02).

• Seven main priorities:

  • Safety: Appointment of a global safety director.
  • Sustainability: Focused on economic, social, and environmental sustainability; leader hired from Sweden to drive initiatives.
  • Workforce: Programs to attract youth and showcase career potential.
  • Research: Commitment to being an indispensable resource with robust data and research.
  • Representation: Expanding industry inclusivity—covering everything from theme parks to science centers, ski resorts, FECs, and cruise lines.
  • Global Connectivity: Events and expos worldwide, including a new Middle Eastern Expo in 2026.
  • Future-Proofing: Commissioned major research on the industry’s trajectory over the next ten years.

  Quote:

  “We define our priorities for the next five years, but we always look at them twice a year to make sure that we are still on track and that maybe we are not missing any pivotal moments in this industry.”
  — Jakob Wahl (03:50)

3. Helping Attractions Adapt to Changing Expectations

• Core focus on member relevance and value, through education, innovation, and connection (06:45–08:20).

• IAAPA curates educational sessions on sustainability and digital transformation, spotlights guest experience innovations, and facilitates cross-border learning:

  • Example: Europa-Park's award-winning new employee and health centers became models for global members after being featured at IAAPA Honors.

  Quote:

  “Through our events, sessions, webinars, and communication, making sure that people are aware of what is trending around the world and what they can take away... to really improve their business.”
  — Jakob Wahl (07:52)

• Strong culture of collaboration in the industry:
  “I can bring all operators on the table and they will all share what works and what doesn’t work because this is a great community...”
  — Jakob Wahl (08:13)

4. Major Trends Reshaping the Attractions Industry

• Wahl identifies four primary trends (08:52–11:37):

  1. Accommodation Expansion:
     Parks are investing in on-site hotels and unique overnight experiences—even smaller attractions and zoos.
  2. Intellectual Property Integration:
     Growth of branded experiences, from Disney and Universal to partnerships like Ferrari and museums (e.g., Louvre Abu Dhabi).
  3. Food, Beverage, and Retail:
     Customized culinary experiences and merchandise are essential—emphasis on “Instagrammable” moments.
  4. Technology:
     Both guest-facing and operational (front and back-end)—augmented reality, digital wristbands, dynamic pricing, advanced maintenance systems.

  Quote:

  “Every park which has accommodation, which has hotels, is thinking about expanding them... Unique accommodations... to immerse in a special environment.”
  — Jakob Wahl (09:00)

  Quote:

  “Technology is advancing, and technology is key also at home. That is the same with parks and attractions, really using technology to enhance the experience, but also to facilitate the operation.”
  — Jakob Wahl (11:20)

5. IAAPA’s Role in Trendspotting and Knowledge Sharing

• Wahl explains how IAAPA enables members to keep pace with innovation, including organizing trips to global events (like CES in Las Vegas) for direct exposure to the latest tech trends (12:13–12:31).

  Quote:

  “We took a group of 25 members to CES... to help our members understand technology trends and how they can further develop.”
  — Jakob Wahl (12:13)

Notable Quotes & Memorable Moments

• Accessibility Story & Community Impact:
  “Just to create a platform where people can inspire each other... That is for me, the most magical moments of this association.”
  — Jakob Wahl (02:25)

• Strategic Agility:
  “We define our priorities for the next five years, but we always look at them twice a year...”
  — Jakob Wahl (03:50)

• Tech in Guest Experience:
  “You have new wristbands which allow you access to parks so you don’t need tickets anymore...”
  — Jakob Wahl (11:10)

• Connecting Members Globally:
  “It’s great that... we work for an industry which is willing to help each other.”
  — Jakob Wahl (08:07)

Timestamps for Key Segments

• Intro and Career Path: 00:00 – 03:10
• Strategic Priorities & Global Expansion: 03:35 – 06:02
• Adapting to Visitor Expectations: 06:45 – 08:20
• Industry Trends: 08:52 – 11:37
• IAAPA and Tech Trendspotting: 12:13 – 12:31

Final Thoughts

Jakob Wahl gives an inside look at how IAAPA is championing global innovation and collaboration in the attractions industry. The emphasis on accessibility, sustainability, technology, and continuous learning sets a forward-thinking trajectory. With inspiring stories and concrete examples, Wahl illustrates how IAAPA serves as the connective tissue for an industry built on unforgettable experiences.