Table 3: Top 10 Waterparks – Europe, Middle East and Africa (EMEA) Park and location


1 AQUAVENTURE WATERPARK, Dubai, UAE 2 THERME ERDING, Erding, Germany 3 TROPICAL ISLANDS, Krausnick, Germany 4 SIAM PARK, Santa Cruz de Tenerife, Spain 5 WILD WADI, Dubai, UAE


6 MIRAMAR, Heidelberg, Germany 7 AQUALAND, Koln, Germany


EMEA waterparks show strong growth


8 PALM BEACH, Nurnberg, Germany 9 YAS WATERWORLD, Abu Dhabi, UAE 10 NETTEBAD, Osnabrück, Germany 11 TOTAL


On-site accommodation can prolong length of stay, allow for land use synergies and broaden the appeal of the destination


relevant attraction, whose home-grown Intellectual Property (IP) has been well-received by the local market. In contrast to many European waterparks, those located in the Middle East tend to be outdoor parks and benefit from year-round operations, which has clear positive implications on attendance. A number of waterparks operate with


associated lodging, for example Splash Landings at Alton Towers in the UK, and Aquaventure in Dubai. On-site accom- modation can prolong length of stay (particularly for clustered attractions), allow for land use synergies (ticketing packages, increased footfall site-wide) and broaden the appeal of the destina- tion. Lodging packages can, however, have a detrimental impact on admission yields for the individual attraction itself. Nevertheless, the composite benefit for the destination as a whole is important and is generally positive.


www.attractionshandbook.com


TO IP – OR NOT TO IP The important role that Intellectual Property (IP) rights play in the success of a theme park is a hotly debated issue and an important question for new theme parks or significant exten- sions to existing theme parks. The European attractions market, for


the most part, has grown organically over time. Although group operators feature to a greater extent these days, parks across Europe remain culturally relevant to the markets in which they operate. As a result, there are many strong examples of home- grown IP across the continent. Indeed, three of the top five European theme parks, Europa Park, Tivoli and De Efteling, have succeeded without international branding and have created their own story lines and associated Intellectual Property. Conversely, the theme parks planned for


the Middle East are planned large develop- ments with a combination of resort uses


right from the day of opening. These parks are aimed not only at the domestic market, but the expectation is that they will attract large swathes of tourists to the region. To be able to achieve this, many of the planned parks are teaming up with globally rec- ognised IP providers that have proven track records. This approach minimises risk and projects a clear message to the market. So, to IP or not to IP remains a question


that can only be answered by looking at the target market of the planned attraction. 


■■About the authors: Margreet Papamichael is the director of economics and Jodie Lock is a senior consultant at AECOM. Margreet.Papamichael@aecom.com, Jodie.Lock@aecom.com, www.aecom.com. 


www.aecom.com/themeindex  www.teaconnect.com/images/ files/TEA_104_611784_150604


ATTRACTIONS HANDBOOK 2015-2016 123


2014


1,400,000 1,000,000 910,000 850,000 725,000 720,000 700,000 680,000 675,000 660,000


8,320,000


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