IAAPA announced the official winners of the 2025 Brass Ring Excellence Awards and the Regional Individual Achievement Awards, recognizing IAAPA member programs, campaigns, products, and professionals for excellence and creativity across the global attractions industry.
These awards celebrate the milestones that elevate guest experiences, advance operations, and set new benchmarks across the industry. Winners were selected by IAAPA’s volunteer-led task forces, comprised of industry experts from around the world.
The 2025 award winners for each category are:
Human Resources Excellence Awards
- Best Talent Acquisition Program — FACE Amusement, Downtown Flavortown Talent Acquisition Program
- Best Training Program — The Entertainment and Education Group, Guest U Connect Training
- Best Health and Wellness Program — Beach Park, Taking Care of You
- Best Reward, Recognition, and Retention Program — Parques Reunidos, WOW Service Program
Marketing Excellence Awards
- Most Creative Outdoor Advertisement — Morey’s Piers, Jaws Will Drop
- Most Creative Digital Marketing Campaign — Liseberg, The Weather Game
- Most Creative Social Media Marketing Campaign — Jungle Island, Baby Capybara Yoga Campaign
- Most Creative Integrated Marketing Campaign — Doha Quest, Discover Your Quest Self
Food & Beverage Excellence Awards
- Best New Food & Beverage Build — Meow Wolf Grapevine, Prime Materia
- Best New F&B Special Event or Festival — Gilroy Gardens Family Theme Park, Cherry Jubilee
- Best New Menu Item – Limited Operation — Lagoon Amusement Park, The Peacock Float
- Best New Menu Item – Year-Round Operation — Hersheypark, All Day Souvenir Cup Vending Machine
Sustainability Excellence Award
- Best Sustainability Program — Efteling, A Sustainable World of Wonders
Games & Merchandise Excellence Awards (presented by DOF Robotics)
- Best Collective Visual Merchandise Display — Xcaret Park, Main Plaza: Raíces de México
- Best Individual Visual Merchandise Display — Sky Pirates of Mermaid Bay, Kraken Merchandise Display
- Best Custom Retail Souvenir — Beach Park, Parque Arvorar, Arvorar Magic T-Shirt
- Best Customized Game Prize — Dollywood Parks and Resorts, Cinnamon Bread Plush
Live Entertainment Excellence Awards
- Most Creative Halloween Production — Universal Studios Singapore, Once Upon A Time… To Die
- Most Creative Holiday Production — Universal Beijing Resort, Universal Winter Holiday: This Time of Year Is
- Most Creative Atmosphere Production — Universal Studios Japan, Melting Pot
- Most Creative Theatrical Production – Limited Operation — Kolmården, The Enchanted Golden Egg
- Most Creative Theatrical Production – Year-Round Operation — Disney Cruise Line, Disney Treasure: Disney The Tale of Moana
- Most Creative Spectacle — Disneyland Paris, Disney Tales of Magic
- The Showstopper — Image Engineering, MLB All-Star Game: Hank Aaron Tribute Home Run Comet
FEC of the Year
- HUPALUPA Istanbul
LBE of the Year
- Deutschlandmuseum
Individual Achievement Awards
North America
- Young Professional — Megan Gannon
- Service — Heather Barnes
- Inspiration — Peter Weishar
Asia-Pacific
- Service — Victor Danau
- Inspiration — Tom Mehrmann
Europe, Middle East, and Africa
- Young Professional — Isabel Fletcher
- Service — Jeroen Nijpels
- Inspiration — Arnaud Bennet
Latin America & Caribbean
- Young Professional — Rodrigo Quintana
- Service — Rafael Penna
- Inspiration — Mauricio de Sousa
IAAPA congratulates all 2025 award winners and finalists. Winners will be celebrated May 12–14 at IAAPA Honors 2026 in Xcaret, Mexico.