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Wētā Workshop shares insights on designing immersive experiences in the Middle East, emphasizing the importance of cultural understanding, local collaboration, and authentic storytelling. This article explores how creative teams can build meaningful guest experiences by partnering closely with regional stakeholders and designing with — not just for — the communities they serve.

The 2026 TEA INSPIRE conference and 32nd Annual Thea Awards Gala celebrated innovation, collaboration, and excellence in themed entertainment through behind-the-scenes case studies, networking events, and immersive experiences at Universal Epic Universe. The week concluded with announcements that the 2027 events will return to Orlando and the 2028 Thea Awards and TEA INSPIRE conference will be held at Europa-Park Resort in Europe for the first time.

The 2026 State of the Industry panel, moderated by Shawn McCoy, Senior Vice President & Creative Strategy, Imagine, brought attendees into a dynamic conversation that covered a wide range of topics impacting and facing themed entertainment. While each panelist shared their own unique perspective, all were united in their unwavering belief in the power of storytelling and that personal interactions are driving guest experience.

Immersive entertainment has expanded dramatically from cinemas to theme parks, museums and, now, mixed reality. And as the TEA Global Attractions Attendance Report shows, demand for in-person experiences remains strong worldwide.

So, what actually makes an experience immersive and memorable? We spoke with Wētā Workshop’s Co-founder Richard Taylor, Head of Creative Leadership Rik Athorne, and Experience Designer Mercia Abbott to explore the creative principles behind worldbuilding, emotion, and collaboration.

The Thea Awards submission period opens 1 May 2026 and closes 10 July 2026.
The prestigious Thea Awards of the Themed Entertainment Association celebrate excellence in the creation of compelling places and experiences. This page provides support for the 2026–2027 judging cycle.

Each year, hundreds of submissions are received and considered by the TEA Thea Awards Committee for outstanding destination attractions, breakthrough technology, event spectaculars, cultural attractions, guest experiences, and individuals who have made a lasting mark through distinguished achievement.

Connection, Play and Staying True Serve as Themes During Leadership Forum and Year’s Spotlight Stories

Comprehensive Energy Services (CES), a leading Florida-based provider of commercial HVAC, refrigeration, plumbing, and building automation services, will serve as the Red-Carpet Sponsor for the 32nd Annual Thea Awards Gala, presented by the Themed Entertainment Association. With over 30 years of experience, CES is recognized for delivering reliable, high-performance mechanical solutions across the state. Their sponsorship reflects a continued commitment to innovation, community engagement, and supporting excellence in themed entertainment worldwide.

Global Panel of Leaders Will Explore the Future of Themed Entertainment During the 2026 TEA State of the Industry Panel

Themed entertainment is limitless and constantly evolving, as shown by the 2026 TEA Recognition of Merit honorees. Their innovative, unconventional projects highlight new ways the industry can thrive in unexpected spaces. At the Spotlight Sessions, a pre-INSPIRE Conference event, creators will share insights and case studies exploring how these ideas shape the future of themed entertainment.

Thomas Mazloum has been appointed Chairman of Disney Experiences, succeeding Josh D’Amaro, and will oversee Disney’s global theme parks, cruise line, resorts, consumer products, and Imagineering during a period of major expansion. Alongside his appointment, Disney announced leadership changes including Jill Estorino as President of Disneyland Resort, Tasia Filippatos as President of Disney Parks International, and Lisa Baldzicki as President of Disney Consumer Products.

In light of the ongoing conflict involving Iran, Israel, and the United States, and the resulting impact across the region — including the United Arab Emirates — we believe it is our responsibility to act with caution and clarity. The safety and well-being of our members, speakers, partners, and their families is, and will always remain, our highest priority.

Highly Anticipated Event Celebrates Themed Entertainment Industry’s Highest Honors. Early bird registration ends 28 February 2026.