IAAPA Institute for Attractions Leaders 2017

IAAPA Institute for Attractions Leaders 2017  | 22 - 25 October 2017 | Dubai, UAE

€1,550 for IAAPA members | €2,000 for non-members

Are you a passionate leader active in the leisure, attractions, tourism or entertainment industry? Are you willing to bring your company to the next level by understanding how your leadership can influence the guest experience? Then, attending this event will be of big value for you.

Distinguished leadership coach Mike Hohnen and several operators from leading attractions will guide you through an intensive four-day course that will provide insights on how to put proven leadership principles into practice for the benefit of your business.

Featuring integrated instruction, daily keynote speakers, interactive coursework, field visits and tours at Dubai's new attractions, the Institute also provides the unique opportunity for you to hone your leadership skills as you connect with peers and build a strong network within the attractions and leisure industry.

For more information about registering please contact jwahl@IAAPA.org. Multiple ways of payment available.


Target Audience

The course is geared towards attractions facility professionals with full-time supervisory experience in leading departments or divisions and who are responsible for leading other leaders and for setting business goals. 

Participation in the Institute is a key step in receiving IAAPA’s new Certified Attractions Leader distinction. Showcase your dedication and accomplishment in the attractions industry by earning your certification. 

Andreas Andersen, CEO of the Liseberg Group states: “Working with Mike Hohnen was one of the best tools in improving the leadership of our senior management. It gave each one of us a great insight into our own strengths and helped re-focussing on what is really important in our industry: a good leader will motivate his staff to go the extra-mile to finally give each of your guests a fantastic experience in our facility.” 

» Visit Mike Hohnens' personal webpage here.


Why you should participate...

Outstanding leadership is not a gift. It is something one needs to work at developing and improving on, probably forever. In the same way that wherever else we observe high performance, sports, music or acting, we invariably also see a continuous drive for improvement and excellence. If we do not constantly strive to get better as leaders, we stagnate and regress.

This four-day intensive course will help participants refresh well-known leadership models and principles as well as add new concepts and perspectives to their roles as leaders. The objective is for participants to achieve the following learning outcomes through keynote presentations, sessions, small group work, field visits, practical exercises and individual time for reflection:

1. Knowledge
Acquire a solid understanding of how the principles of the Service Profit Chain and Service Design Thinking combine and together create the foundation for a great guest experience 

2. Skills
Understand and apply basic leadership principles and tools from the two frameworks (The Service Profit Chain and Service Design) with the objective of providing the best possible customer experience.

3. Individual benefit
Gain new perspectives on how we as individuals are the primary instruments in creating the conditions for great experiences to happen, and how this understanding can make our roles not just much more productive but also our life more rewarding. Being an excellent leader is incredibly more rewarding that just being a mediocre leader.

4. Organizational benefit
Organizations that have created a culture of outstanding leadership have a clear competitive advantage. Everywhere we see outstanding customer experiences, we also invariably see outstanding leadership. The two go hand-in-hand. Encouraging leaders to take time out to improve and reflect is an important aspect of developing such leadership focused culture.

JW Mariott Dubai - The tallest hotel in the world

Event Schedule (Subjected to change)

DAY 1 – Sunday 22 October 2017
Focus: Why leadership is so important.

08:30 – 12:00

  • Registration & welcome
  • Keynote presentation on the key drivers of our industry by Michael Collins (Senior Partner, Leisure Development Partners)
  • The Service Profit Chain 
 12:00 – 13:00
  •  Lunch
 13:00 – 17:00
  • Building a Dream Team
  • Leadership & Management understand the difference
 17:00 – 18:30
  •  Personal reflection time
 18:30 – 20:00
  •  Dinner
 20:00 – 21:00
  •  Your Life Map

DAY 2 – Monday 23 October 2017
Focus: What is an experience?

08:30 – 12:00

  • What is an experience and who is responsible for it?
  • An introduction to Service Design Thinking
 12:00 – 13:00
  •  Lunch
 13:00 – 17:30
  • Field visit to observe touch points at Dubai Parks and Resorts with presentation by Ahmad Hussain (CEO, Dubai Parks and Resorts).
 17:30 – 18:30
  •  Personal reflection time
 18:30 – 20:00
  •  Dinner


DAY 3 – Tuesday 24 October 2017
Focus: How does personal leadership contribute to the experience?

08:30 – 12:30

  • Managing myself
  • The happiness equation
  • Who drives your bus?
 12:00 – 13:00
  •  Lunch
 13:00 – 17:00
  • Powerfull or Powerless it's a choice
  • Multipliers and Diminishers
  • Relationships and Communication
 17:00 – 18:30
  •  Personal reflection time
 18:30 – 20:00
  •  Dinner
 20:00 – 21:00
  •  Explore your challenges

DAY 4 – Wednesday 25 October 2017
Focus: What now? This is what we can do starting tomorrow


08:30 – 12:00

  • The Team Leaders’ Toolbox
  • Team psychology
  • High performance team model
 12:00 – 13:00
  •  Lunch
 13:00 – 16:30
  • What am I learning about my challenges?
  • The ABC of Leadership
  • What kind of leader do you want to be? 

Register now!

Registration for the Institute for Attractions Leaders includes course tuition, workbook, coffee breaks, lunches, dinners and (transportation to) field visit. 

Hotel rooms at negotiated group rates are available in the area, please contact IAAPA EMEA for details.

More information?

You can always contact IAAPA EMEA for more info. 

Dreamworks at Motion Gate Dubai
Andreas Andersen