7 Questions with James Wallman: The Experience Economy Has Arrived. Now What?

As we gear up for the next XLIST, we’re revisiting members of last year’s class—taking a closer look at how they think, work, and shape the industry. (You can stay in the loop on nominations and announcements here). XLISTER James Wallman — experience evangelist, trend forecaster, best-selling author and CEO of the World Experience Organization — is solidifying London's position at the epicenter of the global experience economy. With London Experience Week 2025, he brought together 500 professionals from 33 countries for five days of bold ideas, secret dinners and the first-ever World Experience Awards, drawing leaders from Secret Cinema, BRC Imagination Arts, Punchdrunk and more. On the cusp of London Experience Week 2026, we chatted with Wallman about the shift from excitement to accountability and his predictions for the industry’s next chapter.  Geraldine Campbell: The experience economy has been "the next big thing" for a while now. Are we still on the cusp — or have we arrived? James Wallman: Arrived! The money is following, from investors and brands alike and as it does, the industry is maturing. That shift — from excitement to accountability — is how you know we're crossing the chasm to mainstream. GC: You're heading...