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Tourism
Vertical reality

Humans have been fascinated by tall towers for thousands of years and now a new generation of vertical attractions is shaking things up. Dr Terry Stevens investigates the phenomenon


The past few years have seen a surge of interest in the development of a new generation of vertical attractions, as destinations around the world seek to enhance their appeal to tourists.

Vertical visitor attractions have existed for centuries, of course. The Blackpool Tower entertainment complex is one of the best known and most loved landmarks in England, while the Eiffel Tower is synonymous with Paris. Vertical attractions can be found on remote mountain tops, in coastal resorts, and in the centre of capital cities.

These structures, by their nature, stand out in their environments. Their design can often divide opinion and generate strong emotions. Their innovative design, method of construction, and nature of the visitor experience makes them ‘game-changers.’ They have to be unique to truly succeed.

The awe factor
What’s the appeal of these high-rise experiences for visitors? It’s all about the awe factor.

In many ways, these are the ultimate adventure experience delivered in a safe and controlled environment. The experiences touch raw emotions – both fear and pleasure. They’re out of the ordinary, they’re powerful and they create memorable moments. In many cases they’re a new form of high-rise entertainment that has re-imagined a traditional form of the vertical visitor attraction.

For some visitors it may also be about religious analogies such as getting closer to God (or another great deity), transcendence, omnipotence, achieving a God’s eye view of the world. These experiences play to a basic human instinct to understand our place in the wider scheme of things, combining pure aesthetic, inquisitiveness, escaping the everyday, seeing the world in a different way and enjoying the spectacle.

In some instances, vertical attractions have purposefully set out to promote physical activity by creating innovative opportunities and media-focused events and challenges, such as vertical running with the Vertical World Circle and Championships, the Skyrunning Championships, and International Stairclimbing Competitions, each with their own governing body for their respective sports.

The future of high rise leisure
There’s a surge of interest in developing observation towers and high-rise viewpoints in rural as well as urban settings across the world.

The clamour to find the next generation of vertical attractions has given rise to the unique Spiral Tower concept, billed as the future of urban leisure.

Its designers claim it will be the world’s first climate-neutral high-rise attraction, featuring transparent electric passenger cabins spiralling up and down its façade, and vertical gardens. It will be powered by solar panels integrated into the mast and an urban windmill at the top of the tower.

In 2023, leading high rise attraction operator and owner Magnicity acquired the patent for Spiral Tower and announced its collaboration with design company Northern Light and Groenendijk Engineering for the international development of the tower.

Magnicity has plenty of experience operating and developing vertical attractions – the company owns the Paris Montparnasse Observatory in the French capital and the Euromast tower in Rotterdam, Netherlands, and operates the Berliner Fernsehturm (TV Tower), the 360 Chicago Observation Deck in the US and De Zalmhaven 1 tower in Rotterdam, the Netherlands.

Magnicity is also behind plans to create a new European destination at the top of the Foster + Partners-designed Varso Tower in Warsaw, Poland, the tallest skyscraper in the EU. The owner of Varso Tower, HB Reavis, recently announced that it had selected Magnicity to manage the top three floors of the building.

The Magnicity site at the 310m-high Varso Tower will include a tree-lined terrace on the 49th floor, as well as a rooftop located at the top of the tower on the 53rd floor, offering visitors a unique panoramic view of Warsaw, an immersive experience, and a large bar facing its rooftop garden and the famous Palace of Culture and Science.

Original experiences
The past few years have seen the opening of a range of jaw-dropping viewing experiences worldwide. These include Lift 109 at Battersea Power Station and Horizon 22 in London; Sky Views Dubai; The Beam at the Rockefeller Building and the Elevator Ride at 1 World Trade Centre – both in New York.

One of the most exciting developments has been the Summit One Vanderbilt in New York City. This extraordinary immersive experience was designed by Kohn Pedersen Fox and sits above floor 73 of the Midtown Manhattan skyscraper, One Vanderbilt – New York’s fourth-tallest building.

Summit One Vanderbilt, allegedly costing US$39m and spanning 6,683sq m, consists of four components. The first part, Rise, has three high-speed Schindler 7000 series elevators, which take visitors from the Grand Central Terminal level to the observation area 310m above ground in less than 50 seconds. The second part, Air, is an extraordinary art installation featuring mirrors and shape-changing sculptures by Yayoi Kusama.

Next comes Levitation, comprising two enclosed glass balconies protruding from the façade, while the final part, Ascent, takes guests to the top of the building in two all-glass outside elevators. The interior of the top floor features a glass parapet and a bar, as well as an ‘infinity room’ containing a 12m high ceiling and an interactive art exhibit created by Kenzo Digital. The experience includes Après – a Snøhetta-designed, Nordic-inspired restaurant.

The boutique approach
While some countries have gone for the drama of supertall towers with jaw-dropping installations, Slovenia has taken a different approach, with a series of rural, relatively modest tower attractions, that are nonetheless impactful, creatively designed and well executed. These are highly appropriate for this small country that positions itself as boutique and green.

Following the success of the Vinarium Tower in Lendava, Slovenia – which opened in 2015 and has attracted many tourists to the area – the country has fully embraced the vertical attraction concept.

The latest to open is Kristal Tower, which opened in May 2024 in the Slovenian spa resort of Rogaška Slatina. At 106m, the €5m tower is the tallest structure in Slovenia; it features a closed viewing platform and an open outdoor rooftop observatory. Open year-round, the project aims to attract 60,000 visitors a year thus boosting the overall appeal of the resort and injecting €600,000 into the local economy.

Visitors to the concrete, needle-like tower – designed by Ponting Bridges with Korpnik Produkcija – ascend the attraction via elevator, before reaching the viewing platform, created from 500sq metres of glass crystal that’s emblematic of the town’s heritage. The first floor of the platform features a café and a transparent floor, while the second floor features a panoramic observation deck and a virtual reality experience that brings to life the story of the legendary winged horse, Pegasus.

An hour north-east, on the shores of Lake Velenja in the Šaleska Valley, another unique vertical attraction anchors a multipurpose public park and 30,000-capacity event space. Vista Park is characterised by a 14m-high climb to a viewing platform the design of which was inspired by the Pozej Dragon, the legendary lake monster. The Vista incorporates a 2,300sq m stage facing the event area, as well as a restaurant, bar and wedding venue.

Personal favourite
If pushed to name my favourite vertical attraction it would be Pyramidenkogel, sitting on an Alpine ridge on the Austrian-Slovenia border near Klagenfurt. With a total height of 100 metres, the Pyramidenkogel is the highest wooden viewing tower in the world. From the Pyramidenkogel visitors can enjoy impressive wide-ranging views of Austria, Slovenia and Italy. Resting on this is the tower head with the two highest viewing platforms and the glazed Sky Box, used as a café and for events. Visitors can either ride in a transparent panoramic lift or climb the 441 stairs to the top.

The viewing tower offers a special experience for children – the highest and longest slide in Europe to be incorporated in a building is just waiting to be discovered. From a height of 52 metres within the viewing tower, is the start of Europe’s tallest indoor tunnel slide, which shoots down 120 metres to the ground floor reaching speeds of up to 25 kilometres an hour.

What next?
There are many permutations for future ‘go-high’ attractions – different locations, designs, materials, gravity rides, immersive experiences, and a variety of food and beverage offers. The opportunities are endless.

There will be an increasing emphasis on theming and story-telling alongside the obvious thrill elements. The new Zip World Tower at the former opencast Tower Colliery in South Wales succeeds in merging these two dimensions. Its design echoes the adjacent (now defunct) Pithead Wheel, its content pays homage to the miners, and the visitor experiences are raw, thrilling and physical.
TYPES OF VERTICAL ATTRACTIONS
Stand-alone vertical structures with observation deck
• Traditional structures

Examples include the Eiffel Tower, Paris, France; the Wallace Monument, Stirling, Scotland; the Statute of Liberty, New York, USA.

• Contemporary structures

Examples include the Crystal Tower, Rogaska Slatina, Slovenia; The Vessel, New York, USA; Birštonas, Lithuania; Lookout Tower, Bruneck, Italy; Swan Bells Tower, Perth, Australia; Sauvebelin Tower, Lausanne, Switzerland; BIG’s Marsk Tower, Esbjerg, Denmark; Tower of Health and Joy, Podcetrtek, Slovenia.

Vertical attractions with additional amenities

Examples include the Aalborg Tower, Aalborg, Denmark; i360 Brighton, Sussex, England; AncelorMittal Orbit, Olympic Park, London; the Circuit of Americas Tower, Austin, Texas, USA; Blackpool Tower, Blackpool, England.

Vertical attractions that are part of another vertical structure built for another reason

Examples include BT Tower, London, England; CN Tower, Toronto, Canada; John Hancock Building, Chicago, USA; Liverpool Radio City, England; Dubai Creek Tower, Dubai; Space Needle, Seattle, Canada; The Sydney Tower, Australia; The Berlin Tower, Germany; The Stratosphere Tower, Las Vegas, USA; Sky Tower, Auckland, New Zealand; Danube Tower, Vienna, Austria.

Vertical attraction within mixed-use developments

Examples include A’DAM, Amsterdam, Netherlands; the Spinnaker Tower, Portsmouth, England; the Shard, London, England; SAIL City, Bremerhaven, Germany; Sky Deck, Willis Tower, Chicago, United States; Sky Tree, Tokyo, Japan; Lift109 Battersea Power Station, London, UK.

Hybrids, a new generation of vertical attraction

This new generation of high rise leisure towers include Vista Park, Saleske Doline, Slovenia; La Machine, Toulouse & Nantes, France; CopenHill, Copenhagen, Denmark; the Globe Arena, Stockholm, Sweden; London Eye, London, England; Gardens by the Bay, Singapore; Rainbow Walk, AROS, Aarhus, Denmark; Ba Na Hills, Vietnam; Sky Bridge, Petronas Towers, Kuala Lumpur.

The Freedom Plaza, designed by Bjarke Ingels Group / Image: Negativ

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2024 issue 3
  • Editor's letter: Better together
    Immersive wellness is a trend to watch, says Magali Robathan
  • People: Lanny Smoot
    Disney’s most prolific inventor is inducted into the National Inventors Hall of Fame
  • People: Donna Speed
    The CEO on the devastating fire that closed We The Curious science centre for almost two years
  • People: Franceen Gonzales
    Legoland Florida Resort’s new president outlines her plans
  • Multimedia: Sakchin Bessette
    How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
  • Museums: Roll of honour
    From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
  • Theme parks: Cecil Magpuri
    Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
  • Museums: Rise up
    Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
  • Experiences: Flight of fancy
    Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
  • Immersive experience: Andrew McGuinness
    As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
  • Immersive attractions: Corvas Brinkerhoff
    The Meow Wolf co-founder is bringing together immersive technology, art, neuroscience and spa bathing in a unique new concept
  • Zoos: Making a difference
    Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
  • Tourism: Vertical reality
    From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
The Spiral Tower is billed as the world’s first climate-neutral high rise attraction
The Spiral Tower is billed as the world’s first climate-neutral high rise attraction / Image: @Magnicity
Lift 109 at Battersea, London is one of a new generation of vertical attractions
Lift 109 at Battersea, London is one of a new generation of vertical attractions / Photo: Joshua Atkins
Magnicity is developing an attractions concept for Varso Tower in Warsaw, Poland
Magnicity is developing an attractions concept for Varso Tower in Warsaw, Poland / Image: @HBReavis for Magnicity
The Kenzo Digital-designed room filled with inflatable silver balloons at Summit
The Kenzo Digital-designed room filled with inflatable silver balloons at Summit / Photo courtesy of Summit One Vanderbilt
Zip World Tower in Wales, UK features the world’s fastest seated zip line
Zip World Tower in Wales, UK features the world’s fastest seated zip line / Photo: Zip World
Slovenia’s new Kristal Tower is expected to attract more than 60,000 visitors a year
Slovenia’s new Kristal Tower is expected to attract more than 60,000 visitors a year / Photo: Ponting
Slovenia’s new Kristal Tower
Slovenia’s new Kristal Tower / Photo: Ponting
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Tourism
Vertical reality

Humans have been fascinated by tall towers for thousands of years and now a new generation of vertical attractions is shaking things up. Dr Terry Stevens investigates the phenomenon


The past few years have seen a surge of interest in the development of a new generation of vertical attractions, as destinations around the world seek to enhance their appeal to tourists.

Vertical visitor attractions have existed for centuries, of course. The Blackpool Tower entertainment complex is one of the best known and most loved landmarks in England, while the Eiffel Tower is synonymous with Paris. Vertical attractions can be found on remote mountain tops, in coastal resorts, and in the centre of capital cities.

These structures, by their nature, stand out in their environments. Their design can often divide opinion and generate strong emotions. Their innovative design, method of construction, and nature of the visitor experience makes them ‘game-changers.’ They have to be unique to truly succeed.

The awe factor
What’s the appeal of these high-rise experiences for visitors? It’s all about the awe factor.

In many ways, these are the ultimate adventure experience delivered in a safe and controlled environment. The experiences touch raw emotions – both fear and pleasure. They’re out of the ordinary, they’re powerful and they create memorable moments. In many cases they’re a new form of high-rise entertainment that has re-imagined a traditional form of the vertical visitor attraction.

For some visitors it may also be about religious analogies such as getting closer to God (or another great deity), transcendence, omnipotence, achieving a God’s eye view of the world. These experiences play to a basic human instinct to understand our place in the wider scheme of things, combining pure aesthetic, inquisitiveness, escaping the everyday, seeing the world in a different way and enjoying the spectacle.

In some instances, vertical attractions have purposefully set out to promote physical activity by creating innovative opportunities and media-focused events and challenges, such as vertical running with the Vertical World Circle and Championships, the Skyrunning Championships, and International Stairclimbing Competitions, each with their own governing body for their respective sports.

The future of high rise leisure
There’s a surge of interest in developing observation towers and high-rise viewpoints in rural as well as urban settings across the world.

The clamour to find the next generation of vertical attractions has given rise to the unique Spiral Tower concept, billed as the future of urban leisure.

Its designers claim it will be the world’s first climate-neutral high-rise attraction, featuring transparent electric passenger cabins spiralling up and down its façade, and vertical gardens. It will be powered by solar panels integrated into the mast and an urban windmill at the top of the tower.

In 2023, leading high rise attraction operator and owner Magnicity acquired the patent for Spiral Tower and announced its collaboration with design company Northern Light and Groenendijk Engineering for the international development of the tower.

Magnicity has plenty of experience operating and developing vertical attractions – the company owns the Paris Montparnasse Observatory in the French capital and the Euromast tower in Rotterdam, Netherlands, and operates the Berliner Fernsehturm (TV Tower), the 360 Chicago Observation Deck in the US and De Zalmhaven 1 tower in Rotterdam, the Netherlands.

Magnicity is also behind plans to create a new European destination at the top of the Foster + Partners-designed Varso Tower in Warsaw, Poland, the tallest skyscraper in the EU. The owner of Varso Tower, HB Reavis, recently announced that it had selected Magnicity to manage the top three floors of the building.

The Magnicity site at the 310m-high Varso Tower will include a tree-lined terrace on the 49th floor, as well as a rooftop located at the top of the tower on the 53rd floor, offering visitors a unique panoramic view of Warsaw, an immersive experience, and a large bar facing its rooftop garden and the famous Palace of Culture and Science.

Original experiences
The past few years have seen the opening of a range of jaw-dropping viewing experiences worldwide. These include Lift 109 at Battersea Power Station and Horizon 22 in London; Sky Views Dubai; The Beam at the Rockefeller Building and the Elevator Ride at 1 World Trade Centre – both in New York.

One of the most exciting developments has been the Summit One Vanderbilt in New York City. This extraordinary immersive experience was designed by Kohn Pedersen Fox and sits above floor 73 of the Midtown Manhattan skyscraper, One Vanderbilt – New York’s fourth-tallest building.

Summit One Vanderbilt, allegedly costing US$39m and spanning 6,683sq m, consists of four components. The first part, Rise, has three high-speed Schindler 7000 series elevators, which take visitors from the Grand Central Terminal level to the observation area 310m above ground in less than 50 seconds. The second part, Air, is an extraordinary art installation featuring mirrors and shape-changing sculptures by Yayoi Kusama.

Next comes Levitation, comprising two enclosed glass balconies protruding from the façade, while the final part, Ascent, takes guests to the top of the building in two all-glass outside elevators. The interior of the top floor features a glass parapet and a bar, as well as an ‘infinity room’ containing a 12m high ceiling and an interactive art exhibit created by Kenzo Digital. The experience includes Après – a Snøhetta-designed, Nordic-inspired restaurant.

The boutique approach
While some countries have gone for the drama of supertall towers with jaw-dropping installations, Slovenia has taken a different approach, with a series of rural, relatively modest tower attractions, that are nonetheless impactful, creatively designed and well executed. These are highly appropriate for this small country that positions itself as boutique and green.

Following the success of the Vinarium Tower in Lendava, Slovenia – which opened in 2015 and has attracted many tourists to the area – the country has fully embraced the vertical attraction concept.

The latest to open is Kristal Tower, which opened in May 2024 in the Slovenian spa resort of Rogaška Slatina. At 106m, the €5m tower is the tallest structure in Slovenia; it features a closed viewing platform and an open outdoor rooftop observatory. Open year-round, the project aims to attract 60,000 visitors a year thus boosting the overall appeal of the resort and injecting €600,000 into the local economy.

Visitors to the concrete, needle-like tower – designed by Ponting Bridges with Korpnik Produkcija – ascend the attraction via elevator, before reaching the viewing platform, created from 500sq metres of glass crystal that’s emblematic of the town’s heritage. The first floor of the platform features a café and a transparent floor, while the second floor features a panoramic observation deck and a virtual reality experience that brings to life the story of the legendary winged horse, Pegasus.

An hour north-east, on the shores of Lake Velenja in the Šaleska Valley, another unique vertical attraction anchors a multipurpose public park and 30,000-capacity event space. Vista Park is characterised by a 14m-high climb to a viewing platform the design of which was inspired by the Pozej Dragon, the legendary lake monster. The Vista incorporates a 2,300sq m stage facing the event area, as well as a restaurant, bar and wedding venue.

Personal favourite
If pushed to name my favourite vertical attraction it would be Pyramidenkogel, sitting on an Alpine ridge on the Austrian-Slovenia border near Klagenfurt. With a total height of 100 metres, the Pyramidenkogel is the highest wooden viewing tower in the world. From the Pyramidenkogel visitors can enjoy impressive wide-ranging views of Austria, Slovenia and Italy. Resting on this is the tower head with the two highest viewing platforms and the glazed Sky Box, used as a café and for events. Visitors can either ride in a transparent panoramic lift or climb the 441 stairs to the top.

The viewing tower offers a special experience for children – the highest and longest slide in Europe to be incorporated in a building is just waiting to be discovered. From a height of 52 metres within the viewing tower, is the start of Europe’s tallest indoor tunnel slide, which shoots down 120 metres to the ground floor reaching speeds of up to 25 kilometres an hour.

What next?
There are many permutations for future ‘go-high’ attractions – different locations, designs, materials, gravity rides, immersive experiences, and a variety of food and beverage offers. The opportunities are endless.

There will be an increasing emphasis on theming and story-telling alongside the obvious thrill elements. The new Zip World Tower at the former opencast Tower Colliery in South Wales succeeds in merging these two dimensions. Its design echoes the adjacent (now defunct) Pithead Wheel, its content pays homage to the miners, and the visitor experiences are raw, thrilling and physical.
TYPES OF VERTICAL ATTRACTIONS
Stand-alone vertical structures with observation deck
• Traditional structures

Examples include the Eiffel Tower, Paris, France; the Wallace Monument, Stirling, Scotland; the Statute of Liberty, New York, USA.

• Contemporary structures

Examples include the Crystal Tower, Rogaska Slatina, Slovenia; The Vessel, New York, USA; Birštonas, Lithuania; Lookout Tower, Bruneck, Italy; Swan Bells Tower, Perth, Australia; Sauvebelin Tower, Lausanne, Switzerland; BIG’s Marsk Tower, Esbjerg, Denmark; Tower of Health and Joy, Podcetrtek, Slovenia.

Vertical attractions with additional amenities

Examples include the Aalborg Tower, Aalborg, Denmark; i360 Brighton, Sussex, England; AncelorMittal Orbit, Olympic Park, London; the Circuit of Americas Tower, Austin, Texas, USA; Blackpool Tower, Blackpool, England.

Vertical attractions that are part of another vertical structure built for another reason

Examples include BT Tower, London, England; CN Tower, Toronto, Canada; John Hancock Building, Chicago, USA; Liverpool Radio City, England; Dubai Creek Tower, Dubai; Space Needle, Seattle, Canada; The Sydney Tower, Australia; The Berlin Tower, Germany; The Stratosphere Tower, Las Vegas, USA; Sky Tower, Auckland, New Zealand; Danube Tower, Vienna, Austria.

Vertical attraction within mixed-use developments

Examples include A’DAM, Amsterdam, Netherlands; the Spinnaker Tower, Portsmouth, England; the Shard, London, England; SAIL City, Bremerhaven, Germany; Sky Deck, Willis Tower, Chicago, United States; Sky Tree, Tokyo, Japan; Lift109 Battersea Power Station, London, UK.

Hybrids, a new generation of vertical attraction

This new generation of high rise leisure towers include Vista Park, Saleske Doline, Slovenia; La Machine, Toulouse & Nantes, France; CopenHill, Copenhagen, Denmark; the Globe Arena, Stockholm, Sweden; London Eye, London, England; Gardens by the Bay, Singapore; Rainbow Walk, AROS, Aarhus, Denmark; Ba Na Hills, Vietnam; Sky Bridge, Petronas Towers, Kuala Lumpur.

The Freedom Plaza, designed by Bjarke Ingels Group / Image: Negativ

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2024 issue 3
  • Editor's letter: Better together
    Immersive wellness is a trend to watch, says Magali Robathan
  • People: Lanny Smoot
    Disney’s most prolific inventor is inducted into the National Inventors Hall of Fame
  • People: Donna Speed
    The CEO on the devastating fire that closed We The Curious science centre for almost two years
  • People: Franceen Gonzales
    Legoland Florida Resort’s new president outlines her plans
  • Multimedia: Sakchin Bessette
    How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
  • Museums: Roll of honour
    From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
  • Theme parks: Cecil Magpuri
    Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
  • Museums: Rise up
    Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
  • Experiences: Flight of fancy
    Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
  • Immersive experience: Andrew McGuinness
    As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
  • Immersive attractions: Corvas Brinkerhoff
    The Meow Wolf co-founder is bringing together immersive technology, art, neuroscience and spa bathing in a unique new concept
  • Zoos: Making a difference
    Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
  • Tourism: Vertical reality
    From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
The Spiral Tower is billed as the world’s first climate-neutral high rise attraction
The Spiral Tower is billed as the world’s first climate-neutral high rise attraction / Image: @Magnicity
Lift 109 at Battersea, London is one of a new generation of vertical attractions
Lift 109 at Battersea, London is one of a new generation of vertical attractions / Photo: Joshua Atkins
Magnicity is developing an attractions concept for Varso Tower in Warsaw, Poland
Magnicity is developing an attractions concept for Varso Tower in Warsaw, Poland / Image: @HBReavis for Magnicity
The Kenzo Digital-designed room filled with inflatable silver balloons at Summit
The Kenzo Digital-designed room filled with inflatable silver balloons at Summit / Photo courtesy of Summit One Vanderbilt
Zip World Tower in Wales, UK features the world’s fastest seated zip line
Zip World Tower in Wales, UK features the world’s fastest seated zip line / Photo: Zip World
Slovenia’s new Kristal Tower is expected to attract more than 60,000 visitors a year
Slovenia’s new Kristal Tower is expected to attract more than 60,000 visitors a year / Photo: Ponting
Slovenia’s new Kristal Tower
Slovenia’s new Kristal Tower / Photo: Ponting
LATEST NEWS
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx- Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
UK government cuts VAT on attractions to boost summer visitor economy
The UK government has announced a temporary reduction in VAT on visitor attractions and children’s meals as part of a summer cost-of-living support package designed to stimulate the visitor economy and encourage family days out.
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work).
Government of Thailand reveals it is courting major theme park operators
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn) entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials proposing a large-scale theme park and sports destination as part of a broader tourism and economic development strategy.
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Royal Caribbean reveals record-breaking cruise ship
Royal Caribbean has revealed its Hero of the Seas cruise ship, home to the most pools at sea (nine), and a record-breaking 28 dining venues, as well as attractions including a waterpark with two new family raft slides.
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instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
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Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
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09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
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