Horror and Immersive Wins Big at THEA Awards

The Themed Entertainment Association (TEA) has officially revealed the recipients of the 32nd Annual Thea Awards, honoring excellence and innovation across the global themed entertainment industry. The announcement, shared live from Universal Epic Universe during TEA’s Annual International Mixer, marks the beginning of a months-long celebration leading into the 2026 TEA INSPIRE program and Awards Gala.

Widely regarded as the industry’s highest recognition, the Thea Awards spotlight projects that redefine creativity and immerse guests in new forms of storytelling. This year’s honorees were selected from nearly 200 submissions worldwide.

“Tonight, we celebrate these outstanding Thea Awards recipients,” said Matt Barton, TEA International Board President and CEO of CurtainUp, Ltd. “The winners represent industry excellence and continue to push boundaries in presentation and innovation.”

• Dale Mason, Vice President & Executive Art Director at Universal Destinations & Experiences (Retired)

• Dr. Frederic Bertley, President and CEO at Center of Science and Industry (COSI)

• Xcaret Park – Playa del Carmen,, Mexico

• Attraction – Danse Macabre | Efteling, Kaatsheuvel, Netherlands

• Attraction – John Wick Experience | Las Vegas, Nevada, USA

• Attraction – Monsters Unchained: The Frankenstein Experiment | Universal Epic Universe, Orlando, Florida, USA 

• Themed Food & Beverage Experience – Haunted Mansion Parlor | Disney Treasure, Disney Cruise Line 

• Immersive Venue – Cosm | Los Angeles, California and Dallas, Texas, USA 

• Immersive Live Entertainment – Just Fix It Productions | Los Angeles, California, USA 

Thea Awards for Outstanding Achievement 

• Attraction – WishWorks – Make-A-Wish™ Southern Florida | Finker-Frenkel Wish House, Miami, Florida, USA 
• Attraction, Limited Budget – Bagshot Row, Hobbiton™ Movie Set Tours | Matamata, New Zealand 
• Historical Centre – John Randle Centre for Yoruba Culture | Onikan, Lagos, Nigeria 
• Historical Experience, Limited Budget – Secret Laboratory | Schloss Augustusburg, Germany 
• Interactive Experience, Limited Budget – Minecraft Experience: Villager Rescue | Touring Worldwide, Multiple Locations 
• Live Show – Bob Marley Hope Road | Las Vegas, Nevada, USA 
• Museum – KochiKame Museum | Katsushika, Tokyo, Japan 
• Museum – The Story of Emily | St Ive, Cornwall, United Kingdom 
• Ride Experience – Harry Potter and the Battle at the Ministry | Universal Epic Universe, Orlando, Florida, USA 
• Technical Innovation – MAGNOS Sound Transparent Passive 3D LED Screen Technology | Kraftwerk 
• Theme Park Land – How to Train Your Dragon – Isle of Berk | Universal Epic Universe, Orlando, Florida, USA 
• Theme Park – Legoland Shanghai | Jinshan, Shanghai, China 
• Theme Park – Universal Epic Universe | Universal Orlando Resort, Orlando, Florida, USA 

• Paul Kent, Vice President Technical Design, RWS Global

• Collaborative World-Building Experience – Neo/Mega Experience at Neotropolis | Edwards, California, USA 
• Connected Immersion – PAC-MAN Live Experience | Manchester, England
• Connected Immersion Event, Limited Budget – The Bureau of Nooks and Crannies | Los Angeles Public Library, Los Angeles, California, USA 

Marc Zachary, Chair of the Thea Awards Judging Committee, emphasized the scale and diversity of this year’s entries, noting the extensive effort that goes into evaluating each project. TEA CEO Melissa Oviedo added that this announcement sets the stage for a full season of programming highlighting the creative teams behind the honored experiences.

The 2026 TEA INSPIRE program will run April 29 through May 1 at the JW Marriott Orlando Grand Lakes, featuring sessions led by award-winning teams, interactive presentations, and networking opportunities. The celebration concludes May 2 with the 32nd Annual Thea Awards Gala, held in Orlando for the first time. Registration and ticketing will open in January 2026.