Peter van der Schans is a prominent leader in the global attractions and leisure industry, known for his influential role as Executive Director and Vice President of IAAPA EMEA. IAAPA, the International Association of Amusement Parks and Attractions, represents a vast network of businesses across Europe, the Middle East, and Africa, including amusement parks, theme parks, water parks, family entertainment centers, zoos, aquariums, and museums. In his capacity at IAAPA EMEA, van der Schans is deeply involved in advocating for the interests of this diverse sector, helping it navigate the complexities of growth, innovation, and sustainability.
Van der Schans’s leadership has been particularly notable in pushing the industry towards more sustainable and responsible practices. As environmental concerns and climate change have become central challenges worldwide, the leisure and tourism sectors have felt increased pressure to reduce their carbon footprints and implement greener policies. Van der Schans has been vocal in stressing the need for the attractions industry to adopt sustainable practices without compromising visitor experience or business viability. He sees sustainability as both a responsibility and an opportunity for the sector to innovate and lead by example.
A recent example of van der Schans’s engagement with sustainability is his active role in the 2025 Rhodes Forum held in Gothenburg, Sweden. This forum gathered key European tourism and travel stakeholders to renew their commitment to climate resilience and sustainable growth. Representing IAAPA EMEA, van der Schans urged European institutions such as the European Commission, Parliament, and Council to place sustainability at the heart of upcoming policies affecting the travel and tourism industries. His calls included demands for simpler regulations that are easier for businesses to follow, realistic timelines for the transition to greener practices, and accessible funding options tailored to the needs of micro, small, and medium-sized enterprises (MSMEs). Van der Schans emphasized that MSMEs are critical to the tourism ecosystem but often face challenges in meeting new environmental standards due to limited resources.
Beyond regulatory advocacy, van der Schans champions public-private partnerships as a key driver of successful decarbonization efforts. He believes collaboration between government bodies and industry players is essential to create practical solutions that enable businesses to reduce emissions while maintaining economic growth. Workforce training and upskilling are also high on his agenda. According to van der Schans, equipping employees with the right skills to operate and innovate sustainably will be vital in ensuring a long-term green transition in the attractions sector.
Peter van der Schans’s career has been built on a strong foundation of experience within the leisure and tourism industries, where he has held various leadership positions that focus on business development, advocacy, and industry standards. His work at IAAPA EMEA places him at the forefront of an industry that combines entertainment with education and cultural enrichment, all while facing evolving demands for environmental responsibility.
His efforts contribute to a broader movement within Europe to create a climate-neutral tourism sector by 2050. This ambitious goal requires a comprehensive roadmap involving stakeholders from multiple sectors, and van der Schans plays a key role in shaping these strategies. The Rhodes Forum, where he recently spoke, is one such platform where this roadmap is being refined. By aligning industry goals with EU-wide sustainability targets, van der Schans helps ensure that the attractions industry can adapt to new realities without losing its vitality or accessibility.
The city of Gothenburg itself serves as an example of sustainable urban development, which aligns closely with the goals van der Schans advocates for in the attractions and tourism sector. With its near carbon-neutral status and high ranking on the Global Destination Sustainability Index, Gothenburg provides real-world examples of how public and private sectors can collaborate effectively. Van der Schans and his colleagues use such models to inform their strategies, showing how sustainable visitor economies and climate-friendly infrastructure can be developed in harmony.
Peter van der Schans is regarded as a thought leader who understands the challenges and opportunities faced by the attractions industry today. His voice carries weight among policymakers and industry professionals alike, as he bridges the gap between business needs and environmental imperatives. Under his guidance, IAAPA EMEA continues to support its members in adopting best practices, embracing innovation, and preparing for a future where sustainability is not just a goal but a fundamental business principle.
