MARKET REPORT: ASIA PACIFIC These restrictions have not only affected
the capacity and opening days of attractions but also the basic economy of countries and cities. There is less discretionary spending as the services sector was badly hit with lay-offs and business closures. Many Asian countries have large informal sectors and small businesses that are only now recovering. In Asia, attractions are popular with
tourists and for local attractions, attendance and spending by tourists is vital to success. Airlines and airports are still rebuilding flight schedules and capacity, domestic and international tourism are slowly recovering. The countries that have opened their borders and reduced or eliminated COVID-19 restrictions are seeing large rebounds in visitation. In 2021, our research indicated overall
attendance at major theme parks was about 55% of pre-pandemic levels. In 2022, some markets recovered even further, with an overall increase in visitation in most countries. However, a big exception is mainland China where COVID-19 related restrictions have kept people away from mass attendance attractions and tourism. The mainland China outbound market is an important source market for attractions in Hong Kong, Korea and to a lesser extent Japan and Southeast Asia. Without mainland China outbound customers, many parks in the region are therefore struggling. On a positive note, when economies are
opened up, we are seeing strong demand for all types of attractions and tourism. Local serving attractions and theme parks have recovered faster than international tourist- oriented attractions. Looking ahead, there is great hope
that 2023 will be a strong year of recovery across the region. There is a hope that investors and operators will
be willing to reinvest in their attractions and create new promotions in order to capture a rising market. Families and young adults are expected to spend more on discretionary activities and travel more on holidays. International arrivals are booming in markets that are opening up.
Trends in attractions across Asia Smaller can be better An ongoing trend in the attractions industry is the proliferation of smaller attractions in a mixed-use project rather than single large theme parks. Shopping areas have been negatively impacted not only by the pandemic but also by the rise of e- commerce and online shopping. Therefore, commercial shopping areas are needing to boost their entertainment offering and programmes in order to drive foot traffic. Investors are more willing to invest in a cluster of smaller attractions to diversify risk. The challenge with smaller attractions is
how to drive repeat visitation over the mid to long term. Stand-alone smaller attractions also lack the marketing power and experiential critical mass to become a destination. Therefore, clustering of smaller attractions with a common sales platform makes sense to create a larger, more flexible offering.
Temporary attractions gaining popularity With the rise of social media and decreasing attention spans, temporary and pop-up attractions and exhibitions are becoming more popular. They can generate instant buzz and large volumes of visits. As attendance fades, they can pack up and move to the next city. While temporary attractions can be
popular, the business model has yet to be fully worked out as fit-out costs and
PARK WORLD Handbook & Buyer’s Guide 2022/23
temporary staffing can be costly. Cityneon out of Singapore is taking a unique approach in partnering with IP brands for high impact and high-quality temporary attractions such as Avatar The Experience at Gardens by the Bay and Marvel Avengers S.T.A.T.I.O.N. in Tokyo.
Marvel Avengers S.T.A.T.I.O.N
Finding good spaces for temporary
attractions is proving a challenge. While exhibition centres are available, they are not always in preferred high traffic entertainment locations. At the same time, spaces in high traffic locations are not very interested in short term lease attractions. Nonetheless, it’s worth keeping an eye on this space.
Themed accommodations and staycations In Asia, themed accommodations are becoming more popular as guests want to have (and, more importantly, share on social media) unique experiences. Hotels that are highly themed and visual are gaining guests and combining an attraction experience with a hospitality experience can benefit both businesses. Indoor water parks with hotels have
been popular in Northern Europe and America for years and are now gaining popularity in China. With a rise in staycations, the need for hotels to come up with unique packages and linking with attractions is more important. In China, camping and glamping have become big hits and money-makers as outdoor attractions have gained popularity.
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