IAAPA Expo 2025

Belli Studio attended IAAPA to follow new releases, monitor trends, strengthen relationships, and take advantage of learning and knowledge-sharing opportunities with partners, clients, and industry leaders. And we’re here to share it all with you.

The event took place from November 17 to 21, 2025, in Orlando, Florida, bringing together 38,520 verified participants, setting historic records and cementing the city as the global epicenter of innovation in theme parks, water parks, zoos, and family entertainment centers.

The expo pavilion brought together manufacturers, suppliers, and developers from around the world, showcasing cutting-edge solutions for the industry. Among the highlights, the specialized media pointed out three innovations that placed visitors at the center of the experience: 

• Family Entertainment Group, with the unusual human crane game, combining adrenaline and interaction.

• SurgeFX, which showcased sensory technologies using scents and colors in foam products to enhance the sense of immersion.; 

  
  

In addition to the Show Floor, which brought together exhibitors and attractions, the parallel program featured panels, lectures, and exclusive meetings with standout content:

• Epic Insights: Six Months of Universal Epic Universe – this panel analyzed the first six months of operations at Universal Epic Universe, the first major park to open in Orlando in 25 years. It shared lessons from conception to launch, highlighting the importance of creative integration and multidisciplinary planning.

  
  

The session also highlighted the scale of the project: constructing Epic Universe involved around 65,000 professionals, had an economic impact across 48 U.S. states, and generated approximately 17,500 direct and indirect jobs, in addition to hiring 10,000 to 12,000 new employees over an 18-month period to operate the park.

Aline Belli’s Testimonial on the Panel: 

“This panel was packed with insights into the design of Universal’s newest attraction, EPIC. It features five areas separated by gateways, with incredibly detailed levels of design. Each creative shared their challenges in conceptualizing and building the park, from the size of the roller coasters, to the music, with locations having up to 15 different tracks, to the design of each area’s kitchens, each with its own culinary offerings. Too bad there wasn’t a chance to take photos!”

Brazilian Breakfast: the meeting brought together Brazilian professionals for knowledge exchange and discussions on industry trends. Bianca Senna’s lecture highlighted the journey of the Senna Brand, from Ayrton Senna’s Formula 1 career to the creation of a brand built on values such as excellence, perseverance, education, and social legacy.

Another highlight of the week was the ADIBRA International Networking (AIN) 2025, held on November 18. The event gathered entrepreneurs, executives, and representatives from Brazil’s leading entertainment companies and featured the Maurício de Sousa Award 2025 ceremony, celebrating the 90th anniversary of the creator of Turma da Mônica. A total of 51 projects were submitted by 33 companies, recognizing initiatives of excellence in the categories of ESG, Innovation, and Creativity.

Belli actively participated in AIN, strengthening relationships with partners and clients. Among Belli’s clients and partners recognized at the awards:

• AVIVA (Zooeira Crew) and Alles Park (Alles Park Universe) received nominations.

• Parque Unipraias (Super Gyro Tower) and Museu da Imaginação (Around the World: A Journey Through Time) were awarded, highlighting the relevance and quality of Brazilian projects on the international stage.

  
  

The success of IAAPA Expo 2025 demonstrates that the global entertainment sector continues to grow, driven by technology, creativity, and purpose. Belli returns to Brazil with valuable insights, strengthened connections, and a vision even more aligned with global trends, ready to transform ideas into memorable experiences for its clients.