Atrax open its doors: the attractions world meets in Istanbul for the 13th time.
With a global market size of Usd 227 billion, the gaming and attraction industry—one of the world’s most lucrative sectors—will once again gather in Istanbul at Atrax, one of Eurasia’s most comprehensive trade expo. The Atrax – International Attractions, Parks, Sports and Recreation Areas Expo will take place for the 13th time on 15–17 January 2026 at the Istanbul Expo Center. Held under the theme “Serious Fun – Taking Attraction Seriously for the Happy Cities of Tomorrow”, Atrax 2026 will spotlight the future of the industry.
After welcoming nearly 20,000 professional visitors from 83 countries and breaking records last year, Atrax aims to raise the bar even higher in 2026 by hosting professional buyers from more than 100 countries and over 400 exhibitors from 30+ countries. Bringing together a vast geography—from Europe to the Middle East, the Balkans to the Gulf countries and the Caucasus—Atrax 2026 will offer unique collaboration and trade opportunities across amusement parks, themed attractions, sports and recreation investments, urban living solutions, and innovative technologies.
Today, cities are no longer designed solely as places to live and work; they are also conceived as centers for socialization, relaxation, and active living. Investments ranging from parks and sports areas to recreation zones and social facilities have become indispensable components of urban development. As Turkiye’s most comprehensive attraction trade expo, Atrax 2026 will place the contribution of attraction and recreation areas to urban quality of life at the heart of the agenda. Representing more than 4,000 brands, the expo will highlight the expanding international business volume and the transformative power of the attraction industry on cities worldwide.
Emphasizing that attraction is not merely about enjoyment but a powerful investment shaping the future of cities, Nergis Aslan, Chair of the Board and Exhibition Organizer at Tureks International Exhibition Organization, stated: “Today, parks, playgrounds, sports facilities, and social venues are no longer just leisure spaces; they have become strategic elements that enhance urban quality of life, economic vitality, and social interaction. Happy, sustainable, and livable cities are only possible through well-planned attraction and recreation investments. That is why our 2026 theme, Serious Fun, brings the economic, social, and urban transformation role of the attraction industry back into focus. From technology and sustainability to innovative solutions shaping the cities of the future and global partnerships, our expo will capture the pulse of the industry across a very broad spectrum. At Atrax, we do not merely offer companies a platform to showcase their products; we provide a comprehensive commercial environment where they can expand exports, enter new markets, and establish strong international collaborations. Last year, with 18,636 professional visitors from 83 countries, we clearly demonstrated our influence and international strength in the Eurasian region. This year, we will once again unite a wide geography—from Europe to the Middle East, the Balkans to the Gulf and the Caucasus—in Istanbul. Atrax 2026 will be held across five halls covering 55,000 square meters, aiming to host over 4,000 companies and more than 20,000 international industry professionals.”
NEW TRENDS IN RECREATION INVESTMENTS – Speaking about Aquafun, one of Atrax’s most prominent sections offering a wide range of solutions from play and adventure areas to urban furniture, green space solutions, and garden and outdoor design, Aslan noted: “With a global market exceeding USD 75 billion, this segment will bring a broad innovation spectrum to Istanbul—from swimming pools and aqua parks to spa technologies and environmentally friendly water solutions. Bringing together professionals from Germany to Italy, the Middle East to the Balkans, the section will emphasize the strategic importance of sustainable water management for the attraction industry. This year, Aquafun will shed light on the future of the water attractions and spa sector under the theme ‘Serious Fun, Blue Future’.”
Aslan also highlighted Bloom Arena, introduced for the first time this year: “The program will run with simultaneous sessions across two stages. Expert speakers in attraction, recreation, landscape, sports, and water attractions will address topics centered on the sector’s needs and expectations. The Orange Stage will focus on the main theme ‘Not Just an Attraction Area, but a Future Plan’, covering cities’ green transformation, the growing importance of sports and recreation areas in urban life, socially inclusive design approaches, and innovative product launches. The Turquoise Stage will have two key focuses: under ‘Sustainable Green’, discussions will explore the contributions of outdoor investments to urban life, the economy, and ecology; while ‘Blue Future’ sessions will examine sustainable approaches, technological innovations, and investment visions in the pool and water attractions sector. Bloom Arena will not only provide up-to-date knowledge to industry professionals but will also create new collaboration opportunities and trade connections.”
