CHINA, AND ASIA IN GENERAL, HAS BECOME A HOTBED OF WATER PARK DEVELOPMENT – A NEW, IF NOT UNEXPECTED TREND, IN THE LEISURE INDUSTRY
Emerging Market – China This is especially true in areas throughout China, which relates back to the observation made by TEA and AECOM referenced earlier. There has been an explosion of
new waterpark development in Chi- na, including the development of new properties and major waterpark expansions at existing attractions in Beijing, Guangzhou, Shanghai, Wuhan and Tianjin, among numerous others. According to AECOM’s Chris Yoshii, sen- ior vice president, Economics Asia-Pacific:
“As a driver of global tourism, the mainland Chinese tourist is fast becoming the most sought-after visitor in the world, and will continue to be so for years to come. This vast market sector is still at the very early stages of growth.” China, and Asia in general, has become a hotbed of waterpark development, which is certainly a new, if not unexpected, trend in the leisure industry. One reason for this is that waterparks have mass appeal but cost less than their dry counterparts. “Waterparks require less investment than theme parks, attracting the interest of developers. The popular indoor/outdoor fa- cilities extend the season and provide more control over the environment,” says Yoshii.
Family Facilities – North America In addition to their lower costs, waterparks lend themselves to a multitude of develop- ment styles and themes. Waterpark
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development in North America has fo- cused on appealing to families. New facilities opening in North America within the last few years have included more emphasis on thematic design and elements, interactive ride attractions that are appropriate for many age levels, as well as private rental spaces for gathering as a family such as cabanas. Designers have focused on creating relevant play areas for toddlers, tweens, teens, parents and grandparents with rides that appeal to the youngest visitor and his or her parent.
Young Adults – Asia In contrast, waterparks being developed in Asia have leaned towards a less family-style approach. “In Asia, the typical waterpark visitors are young adults, often on a group outing: it’s a day out with work colleagues, fellow students or friends. There’s something of a crossover with the culture of spas and hot springs. The settings tend to be more tranquil, with premium elements available − food ser- vice, massages, concerts, entertainment: things that extend the average length of stay and raise per caps,” says Yoshii. Alongside strong growth in Asia and
North America, attendance figures remain steady at facilities in Europe, South Ameri- ca, Australia and the Middle East.
BARRIERS AND PROGRESS Although waterparks have entered a period of stability, a few issues remain that
should be of concern to developers and operators − mainly changing weather patterns and water conservation. If the industry is to continue growing in size and attendance, designers and build- ers must continue to develop with green practices in mind and operators must continue to be good stewards of the environment. Fortunately, advancements in water filtration, heating and cooling equip- ment, solar technologies and recir- culation systems have allowed wa- terparks to use less while reclaiming more water and decreasing their impact on the natural environment. Overall, the waterpark industry is
enjoying a period of innovation and expansion that doesn’t appear to be tapering off anytime soon, while visitors continue to seek out so- cial recreational experiences. l
ABOUT THE AUTHOR
Aleatha Ezra is the director of Park Member Development for the World Waterpark Association: a member-based trade organisation serving the water park industry. Ezra works closely with water park members (outdoor, indoor, aquatic facility, hotel resort and public sector park owners, developers and operators) to provide meaningful member services that target business growth and support safety.
Attractions Handbook 2014-2015 93
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