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Exclusive: Dubai on target to become Orlando 2.0, says Worlds of Adventure CEO
POSTED 22 Sep 2017 . BY Tom Anstey
Dubai is still in the early stages but is definitely on track to achieve the status of ‘Orlando 2.0’ – that’s the opinion of IMG Worlds of Adventure CEO, Lennard Otto.

Otto stated his belief that competition in the region will breed success, priming Dubai to act as an attractions hub in the Middle East and further afield.

Speaking exclusively to Attractions Management Otto backed up comments made in January last year, saying there there was nothing available on the scale of Dubai’s growing attractions sector in the region.

“The number of attractions opening right now – not only theme parks but also entertainment and leisure activities coming into the market is quite staggering,” said Otto.

“The plan for the next five years, not only for us but for everyone, is to add more, more and more into this programme.

“It’s definitely on the right track. It’s in the early stages and for the next two-to-three years the operation will be largely driven on educating the local market and educating the international market on what there is to offer here, and that it is on par to what you would find in Orlando and some of the other cities around the world in terms of attractions mix, scale, quality and branding.”

A 2015 study by Pricewaterhousecoopers’ (PwC) Middle East division suggested that the UAE was starting to challenge for the capital of global entertainment and leisure crown as theme park revenues were forecast to shoot up 78 per cent by 2019, with the region becoming a serious competitor to Orlando by 2021.

Orlando 2.0 is a philosophy other operators in the region also believe in. During development of Dubai Parks and Resorts, chief technical officer Matthew Priddy said its three parks – with a fourth currently under development under the Six Flags banner – would kickstart a tourism influx in the emirate, helping drive the Orlando model for the region. Likewise, Greg Lombardo, the man heading up Fox’s Dubai theme park development, called Dubai a “gateway” to a crowded European market, praising the area as a new emerging hub for the attractions sector.

According to Otto, Dubai will only reach its Orlando 2.0 goal if it, and the attractions within the market, can carve a unique niche for the Middle East and the rest of the world.

“The mission now is that everyone has to find their own unique position in this new market and that’s what will be key to making it sustainable,” he said. “We know what our key USPs are and we’re working on those.

“I think over the long run, we see the competition ultimately benefiting all of us. We’re trying to grow a new sector of tourism for Dubai and the UAE. We need more attractions to drive higher visitor numbers here.”
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NEWS
Exclusive: Dubai on target to become Orlando 2.0, says Worlds of Adventure CEO
POSTED 22 Sep 2017 . BY Tom Anstey
Dubai is still in the early stages but is definitely on track to achieve the status of ‘Orlando 2.0’ – that’s the opinion of IMG Worlds of Adventure CEO, Lennard Otto.

Otto stated his belief that competition in the region will breed success, priming Dubai to act as an attractions hub in the Middle East and further afield.

Speaking exclusively to Attractions Management Otto backed up comments made in January last year, saying there there was nothing available on the scale of Dubai’s growing attractions sector in the region.

“The number of attractions opening right now – not only theme parks but also entertainment and leisure activities coming into the market is quite staggering,” said Otto.

“The plan for the next five years, not only for us but for everyone, is to add more, more and more into this programme.

“It’s definitely on the right track. It’s in the early stages and for the next two-to-three years the operation will be largely driven on educating the local market and educating the international market on what there is to offer here, and that it is on par to what you would find in Orlando and some of the other cities around the world in terms of attractions mix, scale, quality and branding.”

A 2015 study by Pricewaterhousecoopers’ (PwC) Middle East division suggested that the UAE was starting to challenge for the capital of global entertainment and leisure crown as theme park revenues were forecast to shoot up 78 per cent by 2019, with the region becoming a serious competitor to Orlando by 2021.

Orlando 2.0 is a philosophy other operators in the region also believe in. During development of Dubai Parks and Resorts, chief technical officer Matthew Priddy said its three parks – with a fourth currently under development under the Six Flags banner – would kickstart a tourism influx in the emirate, helping drive the Orlando model for the region. Likewise, Greg Lombardo, the man heading up Fox’s Dubai theme park development, called Dubai a “gateway” to a crowded European market, praising the area as a new emerging hub for the attractions sector.

According to Otto, Dubai will only reach its Orlando 2.0 goal if it, and the attractions within the market, can carve a unique niche for the Middle East and the rest of the world.

“The mission now is that everyone has to find their own unique position in this new market and that’s what will be key to making it sustainable,” he said. “We know what our key USPs are and we’re working on those.

“I think over the long run, we see the competition ultimately benefiting all of us. We’re trying to grow a new sector of tourism for Dubai and the UAE. We need more attractions to drive higher visitor numbers here.”
RELATED STORIES
Exclusive: Worlds of Adventure CEO reveals five year plan, including overseas expansion


The owners of IMG Worlds of Adventure – the world’s largest indoor theme park – have ambitious plans for the brand over the next five years, with plans for an even bigger second park in Dubai and to take the concept overseas as part of a global expansion.
Dubai Parks and Resorts planning fifth theme park


Dubai Parks and Resorts’ three major zones are now open, and the fourth Six Flags- branded park is under construction, but it seems operator DXB Entertainments is not about to rest on its laurels, with plans for a fifth park currently in the works.
IMG announces plans for second Dubai theme park


The Ilyas & Mustafa Galadari Group have announced plans to open a second theme park opposite the company’s recently opened IMG Worlds of Adventure.
Dubai Parks and Resorts introduces happiness fund for its staff


The under-development Dubai Parks and Resorts has launched a new employee “happiness fund” designed to improve the lives and wellbeing of its staff.
MORE NEWS
Origami-inspired 'AquaLagoon' opens at Disney and Center Parcs' nature village
The star attraction at Disney and Center Parcs’ new Villages Nature development outside Paris has been completed.
Inquest into Dreamworld deaths underway in Queensland
An inquest into the ride malfunction that killed four at the Dreamworld theme park in Australia is underway, with a Queensland court hearing there had been "a number" of previous incidents on the ride.
Frozen, Tangled and Peter Pan as Disney finalises multi-billion dollar expansion for Tokyo theme park
Frozen, Tangled and Peter Pan are coming to Disney's Tokyo theme park, after the operator announced a multi-billion dollar agreement with the Oriental Land Company for the largest expansion in the history of DisneySea.
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Japanese multimedia art collective teamLab will open a unique Digital Art Museum on Thursday (21 June), permanently showcasing all of their dynamic interactive installations for the first time.
+ More news   
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Head of Commercial Operations
The Silverstone Experience
Salary: £50,000- 55,000 pro-rata per annum + benefits
Job location: Northamptonshire, UK
Theming Production Manager
Merlin Entertainments Group
Salary: Competitive
Job location: Staffordshire, UK
Operations Compliance Manager
Chessington World of Adventures
Salary: £26,500 - £29,700
Job location: Chessington, UK
Fastrack and VIP Team Leader
Thorpe Park Resort
Salary: Competitive
Job location: Chertsey, UK
Customer Service Centre/Guest Support Duty Manager
Merlin Entertainments Group
Salary: Competitive
Job location: Chessington, UK
Operations Manager (Hospitality)
The Eye Brand
Salary: Competitive
Job location: London, UK
+ More jobs  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

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