The article focuses on aspects of informal learning in leisure situations. Can emotional experience in leisure attractions like themeparks, zoos, science center or museums be a basis for changes in knowledge, attitudes and competence? And how should programmes be organised to further active learning in leisure situations? The article discusses the approach of the “Institut für Freizeitwissenschaft and Kulturarbeit” (University of Bremen) and presents first results of a current research project on “sustainable learning”. Leisure attractions can support live long learning. Therefore they have to enhance their efforts in creating learning experiences for visitors and should co-operate with other learning institutions. Informal learning could be an aspect of “good design” for leisure worlds of entertainment.