IAAPA's Premier Management Development Program for Attractions Industry Professionals

Jumeirah Emirates Towers, 24 - 26 February 2019


The Institute for Attractions Managers is IAAPA’s premier management development program. This 2,5 day course gives attendees detailed training in attractions management and is directed at emerging industry professionals, who have the potential to be on a senior management team or newly hired executives joining the attractions industry.

It is also an excellent program for managers entering the attractions industry laterally from other businesses providing a solid foundation on how attractions operate and what the industry’s key drivers and the metrics for success.


Why your staff should participate:

  • This comprehensive training will set your team up for success, build loyalty, and ensure the future growth of your facility.
  • The Institute provides a solid understanding on how attractions operate and what the industry’s key drivers and metrics for success are.
  • Attendees get a unique chance to network with their peers, build valuable relationships and grow their network.
  • The training is designed exclusively for the leisure industry by experts working in the industry

About the course

The IAAPA Institute for Attractions Managers is a 2,5 day intensive course that gives attendees detailed training in attractions management featuring hands-on instruction and case studies.

Industry leaders will immerge your staff into five core topics and provide a closer look at how these issues are managed in the attractions industry:

  • Attractions Finance: Capital, expense and revenue budgeting, and other financial tools
  • Attractions Marketing: The role of public relations, media relations, advertising, group sales, and marketing
  • Attractions Leadership: Successful human resources development strategies to motivate a team
  • Attractions Operations and Safety: Industry regulation, facility best practices, and crisis management awareness
  • Attractions Revenue Operations: The role and importance of food and beverage, merchandise, and games.


For who?

  1. Emerging industry professionals, who have the potential to be on a senior management team
  2. Managers entering the attractions industry laterally from other businesses
  3. Newly hired executives joining the attractions industry

IAAPA Institute for Attractions Managers in Dubai

IAAPA is hosting the Institute for Attractions Managers in Dubai to cater to the request of the many members in the Middle East. The course will be organized at Jumeirah Emirates Towers, in conjunction with IAAPA's Leadership Conference, offering attendees a range of extra benefits: 

  • free attendance to the keynote presentation of the Leadership Conference by Phil Taylor, Managing Director of Team Leisure, a specialist leisure-consulting firm based in the United Arab Emirates.
  • opportunity to network with 150+ attractions leaders from around the globe. 
  • save on time, travel & hotel costs... IAAPA is bringing the Institute for Attractions Managers to you!


jumeirah emirates towers

IAAPA Certification

Participants in the IAAPA Institute for Attractions Managers earn 16 credit hours towards IAAPA Certification.

IAAPA Institute for Attractions Managers Faculty

More speakers to be announced soon.


Head of Faculty - Sandy Clark, Senior Manager Visitor Services, Expo 2020

Sandy Clark celebrated his 30th year in the industry in 2018. Starting in ride operations at Chessington World of Adventures he ventured into retail and general operations at Tower Bridge and The Natural History Museum in London before opening the viewing gallery at the top of Western Europe’s tallest building, The Shard. Following that he worked with Engie Services Ltd looking into the feasibility of opening and operating new attractions. In September 2018 Sandy moved to Dubai to be part of the start up team for Dubai 2020 with specific management responsibility for two of the three main pavilions that will receive an estimated 25 million visitors between October 2020 and April 2021.

Sandy is committed to professionalizing the attractions industry to help attract young, aspiring talent to an industry which has so much global importance. As part of this Sandy sits on the Board of the IAAPA Foundation whose aims include building links between educators, students and the industry.

Mikael Ahlerup

Mikael Ahlerup, CEO, Lund Gruppen Holding

Mikael is the CEO of Lund Group in Norway, a family company for generations inside the leisure industry. The company owns a number of different businesses, for example the theme park Kongeparken, Lunds Tivoli, Christmas in Oslo, Skånes ZOO in Sweden, some of the big festivals in Norway, Palmesus festival (Scandinavia’s biggest beach party),… In total the Lund Gruppen had more than 2 million visitors in 2017.

Before his current position Mikael was the CEO of AIK Football Club, one of the largest clubs in the Nordic Countries and one of the 3-4 top teams in the Swedish Premier League. Prior to soccer, Mikael spread his solid background of the Leisure industry through Scandinavia with TUI Nordic and Orsa Grönklitt; a ski resort in the winter, a waterpark and zoo in the summer. Mikael was also CEO of Astrid Lindgrens World, Sweden.

Mikael is also currently serving on the Advisory Board of Lund Group of Norway and on the board of directors for Palmesus. In 2011, Mikael was awarded as the General Manager of the year in Sweden and he has been on the faculty of IAM since it started.

Massimiliano Freddi

Massimiliano Freddi, VP Strategic Development , Leolandia

Led by a strong passion for the amusement parks industry, after his studies in marketing and communication, Massimiliano began his career as a Marketing, Press & PR Manager Italy for Disneyland Paris. In 2008, he took on the challenge to join the team in charge of relaunching the 40-years old miniature facility Minitalia, Milano, and turned it into a cutting edge theme park. After running Leolandia as a General Manager for seven years, Massimiliano became V.P Strategic Development. The park is Italy’s number one park for families with children under 10, with a strong focus on safety, accessibility, environment and service.

Practical summary

Date: Sunday 24 - Tuesday 26 February 2019
(Sunday & Monday: full day, Tuesday: till noon)
Location:  Jumeirah Emirates Tower, Dubai, UAE
Fee: € 680,- (IAAPA-Members)
€ 900,- (Non Members)
(Transaction costs & VAT not included)
Fee includes: Course tuition, materials and activities
Lunch (Sun. & Mon.), Dinner (Mon.)
Refreshments and snacks in class room
A free ticket for the Keynote Presentation of the Leadership Conference (Tue. morning)
Certificate of Completion
16 IAAPA Certification Credit Hours
Notes: Must be 18 or older to attend. Must arrive on time and attend the full program to receive certificate & certification credits. 

More information?

You can always contact IAAPA EMEA for more info. 

Register now!

Andreas Andersen