MARKET REPORT: EUROPE
Batman Gotham City Escape at Parque Warner Madrid
population, have contributed and will continue to contribute to the growth of the attractions industry market by sustaining massive demand for leisure activities and entertainment.
for younger guests, Toverland has introduced a festive carousel with the name Jumping Juna, and a tour through Merlin’s magical herb garden, called Garden Tour.
2024 - and beyond The European amusement parks market is estimated at USD 1.27 billion in 2024, and is expected to reach USD 1.71 billion by 2029, growing at a CAGR of 6.10% during the forecast period (2024-2029). In addition to roller coasters, family rides, and water rides, themed attractions and immersive rides and experiences are steadily increasing in popularity. What’s more, many parks across Europe are seeking to expand their offerings to include short-term stays - a mini break experience with thrills, dining and leisure experience combined. This has long been the case for some parks, such as Disney, and many are now following suit. A recent example is Toverland in the Netherlands, adding leisure accommodation to achieve its ambition to become a short-time destination resort.
Changing lifestyles boost the market The market outlook for Europe looks strong - and this is in part due to people’s changing lifestyles. COVID-19 inevitably had a negative impact with lockdowns and the necessary decline in travel and the closure of many leisure facilities. However, people now have a renewed appetite for fun, immersive and memorable experiences. They want to make the most of their time - and moreover, since the pandemic normalised home-working for many, many people actually have more free time and flexibility with their work schedules than they used to. They are actively determined to enjoy this free time that they have - and they are seeking new ways to do it. This should serve as a driver for European amusement parks to continue to invest in new attractions and keep up to date with developing trends, capitalising on a consumer desire to have fun and make lasting memories. It is clear that the increased disposable income, and even more significantly the changing lifestyles of the European
Growth of theming and immersive experiences In many ways, the growth of the amusement park market is helped by the fact that themed attractions and immersive experiences are becoming more and more popular. This is not in itself something new. People have always come to love certain themes, stories, and characters and it is by capitalising on themes that parks can take their visitors to different worlds - an alternative reality and a temporary escape which can in turn draw repeat visits from guests. Meanwhile, a high quality immersive experience ensures visitors feel an attachment to an attraction and they are able to enjoy an experience which feels more personal, and more meaningful. Virtual reality and interactive rides are prime examples. As mentioned, the concept of a theming or immersive attraction is not new. But the quality has vastly improved in recent years and it is by investing in amazing experiences of this kind that parks will continue to draw impressive visitor numbers in 2024 and beyond. Exclusive IP is becoming increasingly popular - and for good reason. If an attraction is perceived as unique then this has a strong pull for guests. Moreover, investing in theming, unique IP and immersive experiences will be an excellent way for smaller and medium-sized parks across Europe to compete against larger market leaders such as Disney, Efteling, Europa-Park and Tivoli Gardens.
Predictions for 2024 Building on visitor enthusiasm for - and, indeed, expectations of - quality theming and immersion, certain trends look set to take off in 2024 - from eco-friendly experiences to AI and gamification.
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PARK WORLD Handbook & Buyer’s Guide 2022/23
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