The World’s Leading Attraction Companies Meet at ATRAX 2026 at Istanbul Expo Center
Reaching a massive global volume of USD 227 billion worldwide and drawing attention with a market size of USD 1.8 billion in Türkiye, the games and Attraction industry came together at one of the sector’s most important international gatherings: the 13th ATRAX – International Attraction, Park, Sports and Recreation Areas Exhibition.
Opening its doors at the Istanbul Expo Center, ATRAX 2026 will, over three days, bring together the industry’s latest products and applications—ranging from Attraction and theme parks to sports and recreation investments, urban living solutions, and experience-oriented innovative technologies.
Welcoming professional buyers from more than 100 countries and over 400 exhibiting companies from more than 30 countries, the opening ceremony was attended by Nergis Aslan, Chair of the Board and Exhibition Organizer at Tureks International Fairs; M. Onur Karadağ, President of the All Attraction Parks, Events and Attractions Association (TEPEA); and Hasan Bilir, President of the Adventure and Playground Parks Association (İPAR).
Attracting strong interest on its first day, the exhibition will continue to bring industry professionals together with new business opportunities, technological solutions, and global trends throughout the three-day event.
One of Eurasia’s most comprehensive sectoral organizations, ATRAX 2026 further strengthened its position in the region by hosting nearly 20,000 professional visitors from 83 countries in 2025. Organized for the 13th time between 15–17 January 2026 at the Istanbul Expo Center, ATRAX 2026 is held under the theme “Serious Fun – Taking Fun Seriously for the Happy Cities of Tomorrow.”
With more than 4,000 brands represented, the exhibition aims to highlight the strategic importance of Attraction and active living areas in modern urban life.
Global Attraction Trends on Display in Istanbul
Stating that they are delighted to reunite with the industry in ATRAX’s 13th year, Nergis Aslan, Chair of the Board and Exhibition Organizer at Tureks International Fairs, said that it is a great source of pride to witness the results of nearly a year of meticulous preparation come to life on the exhibition floor.
Aslan emphasized that ATRAX this year brings together the r and recreation industry across 5 halls, covering 55,000 square meters, with the participation of over 400 companies, underlining that the exhibition is not only a commercial meeting point but also a platform shaping the future of the industry.
Noting that this year’s theme was defined as “Serious Fun – Taking Fun Seriously for the Happy Cities of Tomorrow,” Aslan stated:
“Today, parks, playgrounds, sports areas, and social facilities are no longer merely places for leisure time; they have become strategic elements that enhance cities’ quality of life, economic dynamism, and social interaction. The size of the highly profitable global games and Attraction industry has reached USD 1.8 billion in Türkiye. The Turkish gaming market is expected to grow by 28% between 2025 and 2030, positioning Türkiye as a significant market for the Attraction industry. Sector investments reached USD 480 million in the first half of 2025. At ATRAX, our approach is to consider Attraction as one of the fundamental building blocks of modern cities.”
Sharing another important development for the sector, Aslan added:
“We are relaunching the sectoral awards, which were organized for eight years and then paused, under the name ATRAX – LUNA AWARD. The award ceremony will be held separately from the exhibition period, in the autumn. Our exhibition consists of the Attraction, Park, Aquafun, Outdes, and Vendist sections. ATRAX 2026 showcases not only Attraction and attraction systems, but also a wide range of products and services—from water attractions to smart retail, and from outdoor and urban living solutions.
In the AQUAFUN area, with a market volume exceeding USD 75 billion, water attractions, pools, spa and wellness technologies stand out with sustainable water management and environmentally friendly systems. VENDIST features smart vending machines, contactless payment infrastructures, and 24/7 accessible retail solutions. In the OUTDES section, innovative, sustainable, and aesthetically focused integrated products and services are presented for public spaces, tourism facilities, and private projects—ranging from gardens and recreation to water attractions and urban furniture.
By bringing together professionals from Germany to Italy, from the Middle East to the Balkans, ATRAX 2026 offers an integrated business platform that combines Attraction, technology, and living spaces to shape the future of cities.”
Emphasizing that the 13th edition of ATRAX has become more than just an exhibition—evolving into a powerful platform where collective intelligence meets and strategic collaborations are formed—M. Onur Karadağ, President of TEPEA, stated:
“As TEPEA, we actively operate together with many components of our industry, from theme parks and aquaparks to indoor Attraction centers and adventure parks. We act with an approach that places collective thinking and co-creation at the center. In this direction, we carry out numerous initiatives to increase exports and raise quality and safety standards. I would like to thank everyone who contributed to the realization of this valuable organization and wish that ATRAX leads to productive and fruitful collaborations for all participants.”
The Golden Age of Attraction is Happening in the East
Şöhret Pakiş, Vice President of TEPEA, highlighted that the Attraction industry is undergoing a profound global transformation, stating:
“Several critical data points from the sector’s most reliable sources—TA, IAAPA, and EICOM reports—clearly reveal this transformation. These reports indicate that as of 2025, the pandemic and post-pandemic recovery period has fully closed and the industry has entered a new phase: revenue optimization.
Over the past two years, per capita spending in parks increased by 42.6%, while visitor growth remained at only 18.6%. This clearly shows that sustainable growth now stems not from crowds, but from value creation.
When geographical distribution is examined, it is evident that global power has significantly shifted. The Middle East ranks first with growth rates exceeding 20%, with Saudi Arabia’s Vision 2030 and mega Attraction cities such as Qiddiya, valued at USD 58 billion, being among the most concrete examples of this transformation. The Asia-Pacific region follows with 18% growth, while Latin America shows a quiet yet steady rise at 16.6%. Europe, on the other hand, grows by only 8%—with no new parks opening, but existing parks transforming to grow.
This picture reveals a more stagnant West and a much more dynamic East. The fact that 8 parks from China are now among the world’s top 25 largest amusement parks—compared to only 1 ten years ago—is one of the most striking indicators of this shift. Türkiye stands right at the center of this geopolitical and sectoral transformation; the local market is growing, investments are increasing, and the country is increasingly becoming a production and technology hub.”
About ATRAX
Held for the 13th time between 15–17 January at the Istanbul Expo Center, ATRAX 2026 – International Attraction, Park, Sports and Recreation Areas Exhibition continues to serve as an international business platform for the global Attraction, attraction, and recreation industry with its high investment potential.
With its vision focused on urban living and happiness, ATRAX brings together all products, services, and projects related to the construction and sustainable operation of recreational facilities for cities. These areas include parks, playgrounds, Attraction and activity zones, and sports fields.
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