MARKET REPORT: EUROPE
parks and attractions visitations. Where families are impacted by the rising cost of living - with one in six UK households now experiencing ‘serious difficulty’ according to a YouGov survey commissioned by the Financial Fairness Trust - this will very likely have an impact on visitation. Convious and Decision House revealed
that financial worries for families approaching the final quarter of 2022 meant that 52% expressed that they would be less likely to visit not just theme parks but also other attraction destinations such as zoos, museums and gardens. The research also found that 21% of those surveyed were less likely to renew memberships and season passes and that free attractions are likely to benefit as a result, with 35% saying they plan to visit more often. However, the outlook is not wholly
negative for theme parks and attractions. First, it is important to note that people still have the immense desire to enjoy leisure tourism and attractions if they can; the COVID-19 lockdowns have not been forgotten. Second, there are ways that parks and attractions can optimise every step of the visitor journey to improve relationships with their guests and acquire more of them. Andy Povey, managing director of UK
and Ireland for Convious, explains: “This includes being honest and open about
price and giving the customer choice, through initiatives like dynamic pricing. This is where the cost can be lowered during quieter times to enhance accessibility for all budgets. “Destinations can also improve the
perception of value for money through subscriptions, by communicating visitor value outside of the financial element, such as creating memories, and by unbundling items to reduce the cost of the initial sale. “VIP events or those with limited supply
are also a great way of generating ‘fear of missing out’ (‘FOMO’) - and think local. This is a crucial audience in the economic situation we find ourselves in for the foreseeable future.” Steve Mills, director at Decision House,
comments: “By making people aware of these predicted trends, we are aiming to give operators key data to understand their visitors’ future behaviours and support them with the tools they need to put practical plans in place that will allow them to maximise all opportunities, reach new audiences and communicate better value to the guests they already have, helping them to stand out from the competition.”
Anticipated openings for 2023 As mentioned, and in spite of developing economic uncertainty, the industry is excited to make the most of a more
Parc Aste rix's Tonnerre 2 Zeus
‘normal’ 2023, leaving the lingering remnants of the COVID-19 hangover behind. Here is a small snippet of what Europe can look forward to in the coming year:
• Toverland: In mid-2023, the Netherlands’ Toverland will open no fewer than four new attractions in the theme area Avalon, where guests imagine themselves in the mythical world of wizard Merlin.
• Liseberg: Sweden’s Liseberg will open its ‘Family Boomerang’ roller coaster Luna by Vekoma, set to be the tallest and fastest of its kind in Europe, travelling at 68 km per hour along a 225-metre-long track until it reaches a 33.5-meter-high top before travelling backwards.
• Furuvik: Another Vekoma roller coaster in another Swedish park, Furuvik will open launch coaster Lightning in spring 2023, seeing riders reach speeds of 75 km per hour.
• Le PAL: The first Smash & Reload interactive media-based dark ride by BoldMove Nation and Triotech will be opening at French theme park Le PAL in 2023. Riders will be tasked with saving a village from an attack by creatures called Mushies, using the new TooMush IP created by Polymorph.
• Europa-park: Few details have been released as yet, but Germany’s Europa- Park will be opening a thrilling new coaster, manufactured by Mack Rides, as the main attraction of a new Croatia- themed area.
• Gardaland: Italy’s Gardaland is set to unveil a wild new Jumanji-themed labyrinth in spring 2023, which will see guests getting lost in snake-infested tunnels and a maze of mirrors.
• Chessington World of Adventures: The UK theme park is expected to open a new themed land, World of Jumanji, in the spring of 2023, featuring an unmissable 55ft Jaguar shrine structure.
PARK WORLD Handbook & Buyer’s Guide 2022/23 19
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