IAAPA and Higginbotham Launch Insurance Agency for US Attractions Operators

New IAAPA Insurance Solutions venture offers member-focused coverage and risk-management support, with its industry debut scheduled for IAAPA Expo 2026 in Orlando.

KEY TAKEAWAYS

• IAAPA and Higginbotham have formed IAAPA Insurance Solutions, a licensed agency focused on attractions-industry insurance and risk management.
• The offering is currently available to IAAPA members in the United States, including operators, suppliers and manufacturers.
• Options include property and casualty coverage and employee benefits, supported by an Orlando-based contact and planned safety resources.
• The program will be introduced publicly at IAAPA Expo in Orlando on November 16–20, 2026, at South Building Booth S2853.

Insurance challenges facing amusement parks, water parks and other attractions businesses are the focus of a new venture from IAAPA and US brokerage Higginbotham. The trade association has launched IAAPA Insurance Solutions, a licensed agency intended to connect members with coverage options and risk-management expertise tailored to the operations of the attractions industry.

Announced in Orlando on October 20, the joint venture begins by serving IAAPA members in the United States, from family entertainment centres and major parks to museums, zoos, equipment manufacturers and other industry suppliers. IAAPA says membership is the only programme eligibility requirement; individual coverage remains subject to underwriting and policy conditions.

The programme arrives amid concerns identified by IAAPA’s board about rising insurance rates, reduced appetite among some carriers for certain types of attractions businesses and the absence of a common industry voice in the insurance market. The association plans to work with members to identify common exposures and explore group insurance arrangements designed around those risks.

Coverage and risk support for a diverse industry

IAAPA Insurance Solutions will offer access to property and casualty insurance as well as employee benefits. A dedicated director based at IAAPA’s Orlando headquarters will serve as an initial contact, while further risk-management and safety resources are being developed with the association’s Safety Institute.

The initiative is designed to recognise that a water park, museum or ride manufacturer faces different operational exposures. Its official website outlines coverage areas across amusement parks, water attractions, family entertainment centres, zoos, aquariums, museums, adventure attractions and suppliers. The agency is not itself an insurer: policies are placed through insurance markets, and terms and availability depend on underwriting.

IAAPA is also planning a member survey to gather information on insurance needs. That feedback will help shape future conversations with carriers and the development of the programme, according to the association.

“IAAPA members have told us for years that the insurance marketplace doesn’t always reflect the realities of operating an attraction,” said Josh Powers, IAAPA’s Chief Financial Officer. He described the agency as an opportunity to take a longer-term, industry-focused approach to the issue.

Orlando Expo introduction in November

The venture will make its public debut at IAAPA Expo 2026, taking place in Orlando from November 16 to 20. Attendees will be able to speak with the team in the South Building at Booth S2853.

Scott Callison, Director of Member Relations for IAAPA Insurance Solutions, said the Expo appearance would be a starting point for ongoing conversations with members rather than a one-off launch. The agency intends to track changing insurance requirements and share insights into emerging risks.

The joint venture combines IAAPA’s connections across the international attractions sector with the brokerage and placement services of Higginbotham, an employee-owned insurance business with more than 140 offices and approximately 4,000 staff, according to the announcement. Although IAAPA represents members across more than 100 countries, the newly announced programme is presently open to US-based members.

Operators and suppliers can find information about the programme, the member survey and contact channels at IAAPA Insurance Solutions. Further association information is available from IAAPA and its October 20 announcement.