Major study launched to 'unlock the magic' of theme parks for the neurodivergent community
The world-first research project aims to improve the psychological and sensory experiences of neurodiverse guests at theme parks and attractions.
A groundbreaking new research partnership has been announced today, aiming to rewrite the rulebook on how theme parks and visitor attractions are designed. In a world-first collaboration, the University of Birmingham, themed attraction designers Katapult, and Drayton Manor Resort are joining forces to decode neurodivergent guest experiences.
For millions of families globally, a trip to a theme park is a rite of passage. But for the estimated 20% of the global population who are neurodivergent -including those with autism, ADHD, dyspraxia, and sensory processing differences - the unpredictable crowds and experiences can turn a "magic moment" into a stressful ordeal.
Until now, accessibility in the industry has largely focused on physical mobility. This project, titled "Neuroinclusion within Themed Attractions," shifts the focus to the psychological and sensory experience, conducting the first deep-dive academic study into how neurodivergent people think, feel, and navigate in these high-stimulation environments.
The partnership has already appointed a PhD student in Hayley Green, who is neurodivergent and will be leading the four-year research project funded by Centre-UB. She will be supported by Dr Cathy Manning, Professor Sophie Hadfield-Hill and Professor Peter Kraftl from the University of Birmingham.
This research is about moving beyond anecdotal evidence to gather reliable data about what helps neurodivergent people enjoy themed attractions.
One of the key outputs of the research is the publication of a new blueprint for the industry ensuring neurodiversity is at the forefront of all new-build and retrofit experiences within theme parks and attractions.
Speaking on the announcement of the project, Dr Cathy Manning, School of Psychology, said: “Often initiatives to include neurodivergent people involve reducing the sensory input, but we need to make sure that we don’t take away the fun. This research is about moving beyond anecdotal evidence to gather reliable data about what helps neurodivergent people enjoy themed attractions”.
Insights Director at Katapult, Robbie Jones, added: “We’re thrilled to be leading this research into neurodivergence within the leisure industry - a topic we are deeply passionate about here at Katapult.
"As well as helping us and the industry to create greater guest experiences, we want to unlock the magic for more neurodivergent guests to enjoy the places we design. This collaboration allows us to move past assumptions and design with true empathy, backed by data. We believe this research will become the new gold standard for the global attractions industry."
Deputy General Manager at Drayton Manor Resort, Ollie Carr said, “We’re delighted to continue our learning of how we can make the best days out for our guests, including those from the neurodivergent community. We’re proud to be partnering with the University of Birmingham and Katapult to both understand and implement this groundbreaking study.
The findings of the research are expected to be published in 2029, with the aim of providing a public framework for attraction operators worldwide.
Notes for editors
Notes for editors
For media enquiries and more information please contact Holly Young, Press Office, University of Birmingham, tel: +44 (0)7815 607 157.
About the University of Birmingham
The University of Birmingham is ranked amongst the world’s top 100 institutions. Its work brings people from across the world to Birmingham, including researchers, educators and more than 40,000 students from over 150 countries.
England’s first civic university, the University of Birmingham is proud to be rooted in of one of the most dynamic and diverse cities in the country. A member of the Russell Group and a founding member of the Universitas 21 global network of research universities, the University of Birmingham has been changing the way the world works for more than a century.
About Centre-UB
The Centre for National Training and Research Excellence in Understanding Behaviour (CENTRE-UB) is part of a major investment by the Economic and Social Research Council (ESRC) in advancing behavioural research capability in the UK.
About Katapult
Katapult designs themed attractions, experiences and destinations that amaze and engage visitors globally. Their work is enjoyed by 95 million visitors, at 120 attractions, in 26 different countries, every year. They are the world’s first B-Corp Certified themed attraction design company.
About Drayton Manor Resort
Drayton Manor Resort in the heart of the Midlands is home to over 50 exhilarating rides and attractions, including Europe’s only Thomas Land with 25 tot-friendly rides and a mini-coaster. Awarded the UK’s Best Value Theme Park for the fourth year running, the resort offers a fun-filled theme park for all ages, with new rides and attractions such as The Wave and Gold Rush. Guests can also visit the 15-acre zoo, housing over 500 animals from across the world.
Drayton Manor Resort also offers a four-star hotel on site, with 150 family rooms, including executive rooms, presidential rooms, 15 Thomas & Friends™ themed rooms and 10 Vikings-themed hotel rooms. The hotel is also equipped with two bars, two sublime restaurants, a relaxing lounge, three large conference rooms for functions and exhibitions, plus a stunning wedding facility for up to 400 guests.