An Italian at the helm of the World Association of Permanent Attractions

The Iaapa – International Association of Amusement Parks and Attractions – the main trade association representing the permanent attractions sector on a global scale has chosen Massimiliano Freddi, a manager with a past at Disneyland Paris and Leolandia, as president of the steering committee. He will remain in office for one year and it is the first time since 1918, the year of the foundation of the Iaapa, that the presidency goes to an Italian. The association is present in over 100 countries, has offices in Orlando, Brussels, Dubai, Singapore, Shanghai, Mexico City and Hong Kong, and represents over 7,500 companies that manage edutainment centers for families, naturalistic, artistic and cultural attractions, amusement parks, panoramic cable cars and museums as well as manufacturers and suppliers in the sector. According to Iaapa estimates, amusement parks worldwide in 2024 generated a turnover of approximately 71.4 billion dollars, with 1.1 billion visitors and 2.3 million employees. The evolution of experiential tourism and the demand for personalized entertainment project the sector towards a growth that is expected to bring 119 billion dollars within the next decade.

At European level, again according to Iaapa data, the total revenues of all amusement parks and cultural centers reach 48.5 billion euros with 455 thousand direct employees. In this context, Italy is in 4th place, preceded by France, Germany and the United Kingdom, with a turnover of 5.7 billion euros - 14.4 with the induced - and 46,300 direct employees that become 90,900 with the induced.

Massimiliano Freddi is a leading professional in the amusement park and academic education sector, who brings with him the experience gained in international and entrepreneurial contexts. The president has built his career under the banner of strategic vision and innovation. First, he served as marketing and communications manager for the Italian market of Disneyland Paris and then moved on to manage Leolandia, actively contributing to the expansion of the park. In 2019, he took on the entrepreneurial challenge by founding Wonderwood, an adventure park on Lake Maggiore of which he is still CEO, followed in 2025 by Wonderwood Spina Verde, a second adventure park located in the protected natural area of ​​the same name overlooking Lake Como.

"I am honored by this nomination," says Freddi, "which for the first time recognizes the value and, even more, the potential of Italy as a global protagonist of a constantly expanding supply chain. With its proposal of immersive experiences, to be experienced firsthand, the attractions sector responds to the growing need to reconnect with what is real, authentic, human, in a digital detox perspective because what fills the eyes and heart are wonder, surprise and sensorial involvement. Today this sector represents one of the vital engines of the tourism and cultural economy, and is called to innovate by facing future challenges with the creativity and ingenuity that have always distinguished Made in Italy."

In the vision of the Iaapa president, a key to understanding that would bring Italy to the podium: "It's time to overcome certain cultural resistances: technically, even the Colosseum and the Uffizi are attractions. They offer memorable experiences, involve the public, arouse emotions, move tourist flows".