As audiences increasingly seek experiences they can enter, influence and share, location-based entertainment is creating new opportunities for attractions, destinations, property owners, investors, creators and global brands.

Bringing together attraction operators, experience designers, technology specialists and commercial advisers, this Experience UK panel will explore what is driving the growth of LBE, how original ideas and established intellectual property are translated into compelling physical experiences, and what it takes to create an attraction that is both creatively distinctive and commercially sustainable.

From outdoor spectacle and immersive art to branded entertainment and digitally enabled experiences, the discussion will examine where the next opportunities are emerging and how the UK can play a leading role in shaping them.