Despite ongoing challenges, it feels as though the industry is ready to move forwards. Now’s the time to take forward the risk-taking and creativity of the past couple of years
Interesting partnerships are driving the industry / Photo: Historic Royal Palaces / Richard Lea-Hair
In September, I attended IAAPA Expo Europe, and saw the energy and excitement of an industry that’s daring to think big again after the difficulties of the past two and a half years.
Many attractions are still grappling with the longer term consequences of the COVID-19 pandemic of course. Visitor numbers are still down for many, particularly those that rely heavily on overseas visitors, and it will take a long time for many businesses to repair their balance sheets. Just as we’re emerging from the pandemic, the cost of living crisis and petrol prices are forcing consumers to think carefully about their leisure spend, and operators have been hit by rising energy costs.
There’s no doubt though, that there was a real feeling of optimism in the air at IAAPA Expo Europe, with operators announcing major projects and developments.
You can’t go forwards without looking back though. For this issue, I interviewed Bernard Donoghue, CEO of the Association of Leading Visitor Attractions. Donoghue has done an amazing job of leading the UK attractions industry through the pandemic, lobbying government, providing advice and clarity for the sector and commissioning and sharing invaluable research.
It’s been a difficult, traumatic couple of years, but as Donoghue points out, it has also allowed organisations to take risks, with some amazing results.
Organisations have been bold, and got creative with partnerships.
Donoghue points to Historic Royal Palaces teaming up with family-friendly Bestival with its Tudors on Tour event – reaching a different audience and telling its story in a different way. He also highlights open air museum Beamish teaming up with department store Fenwicks to sell old fashioned sweets made at the museum.
The Louvre has partnered with Airbnb to offer a series of special experiences, including a ‘once in a lifetime’ overnight stay at the museum, and this year has auctioned time alone with the Mona Lisa and a walk along its historic rooftop to bring in much-needed funds and try to drive up visitor numbers after drops of up to 75 per cent due to lockdowns.
The pandemic has forced organisations to get truly creative in order to survive. The way ahead is surely to keep hold of that bold, risk-taking spirit as we move forward.
Magali Robathan, editor
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 3
Profile: Bernard Donoghue
When COVID-19 hit, ALVA’s CEO stepped up. He talks us through lobbying government, getting results and supporting the sector through incredibly tough times
Museums: Long walk for freedom
As architects BIG unveil their designs for the National Juneteenth Museum in Texas, partner Douglass Alligood tells us why it’s one of the most important projects of his career
Theme Parks: Lotte World – on a roll
More than 30 years on from the opening of the highly successful Lotte World theme park in Seoul, we take a look at its new sister park
Show review: IAAPA Expo Europe
The industry came together in London to meet, celebrate and plan. We round up some of the show’s highlights
Museums: Going global
Taking a museum or attraction’s retail offer international can have profound and sometimes surprising results, says retail design expert Callum Lumsden
Immersive experience: Stranger & Stranger
Netflix has partnered with live entertainment discovery platform Fever to launch a Stranger Things immersive experience, and it’s proving popular
Research: Time to celebrate
Are celebration and special events worth the investment for attractions? Kathleen LeClair looks at the numbers
Theme Parks: Creating the magic
Disney Imagineers have shared some of the secrets that went into creating the long-awaited Guardians of the Galaxy: Cosmic Rewind attraction at EPCOT
Despite ongoing challenges, it feels as though the industry is ready to move forwards. Now’s the time to take forward the risk-taking and creativity of the past couple of years
Interesting partnerships are driving the industry / Photo: Historic Royal Palaces / Richard Lea-Hair
In September, I attended IAAPA Expo Europe, and saw the energy and excitement of an industry that’s daring to think big again after the difficulties of the past two and a half years.
Many attractions are still grappling with the longer term consequences of the COVID-19 pandemic of course. Visitor numbers are still down for many, particularly those that rely heavily on overseas visitors, and it will take a long time for many businesses to repair their balance sheets. Just as we’re emerging from the pandemic, the cost of living crisis and petrol prices are forcing consumers to think carefully about their leisure spend, and operators have been hit by rising energy costs.
There’s no doubt though, that there was a real feeling of optimism in the air at IAAPA Expo Europe, with operators announcing major projects and developments.
You can’t go forwards without looking back though. For this issue, I interviewed Bernard Donoghue, CEO of the Association of Leading Visitor Attractions. Donoghue has done an amazing job of leading the UK attractions industry through the pandemic, lobbying government, providing advice and clarity for the sector and commissioning and sharing invaluable research.
It’s been a difficult, traumatic couple of years, but as Donoghue points out, it has also allowed organisations to take risks, with some amazing results.
Organisations have been bold, and got creative with partnerships.
Donoghue points to Historic Royal Palaces teaming up with family-friendly Bestival with its Tudors on Tour event – reaching a different audience and telling its story in a different way. He also highlights open air museum Beamish teaming up with department store Fenwicks to sell old fashioned sweets made at the museum.
The Louvre has partnered with Airbnb to offer a series of special experiences, including a ‘once in a lifetime’ overnight stay at the museum, and this year has auctioned time alone with the Mona Lisa and a walk along its historic rooftop to bring in much-needed funds and try to drive up visitor numbers after drops of up to 75 per cent due to lockdowns.
The pandemic has forced organisations to get truly creative in order to survive. The way ahead is surely to keep hold of that bold, risk-taking spirit as we move forward.
Magali Robathan, editor
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 3
Profile: Bernard Donoghue
When COVID-19 hit, ALVA’s CEO stepped up. He talks us through lobbying government, getting results and supporting the sector through incredibly tough times
Museums: Long walk for freedom
As architects BIG unveil their designs for the National Juneteenth Museum in Texas, partner Douglass Alligood tells us why it’s one of the most important projects of his career
Theme Parks: Lotte World – on a roll
More than 30 years on from the opening of the highly successful Lotte World theme park in Seoul, we take a look at its new sister park
Show review: IAAPA Expo Europe
The industry came together in London to meet, celebrate and plan. We round up some of the show’s highlights
Museums: Going global
Taking a museum or attraction’s retail offer international can have profound and sometimes surprising results, says retail design expert Callum Lumsden
Immersive experience: Stranger & Stranger
Netflix has partnered with live entertainment discovery platform Fever to launch a Stranger Things immersive experience, and it’s proving popular
Research: Time to celebrate
Are celebration and special events worth the investment for attractions? Kathleen LeClair looks at the numbers
Theme Parks: Creating the magic
Disney Imagineers have shared some of the secrets that went into creating the long-awaited Guardians of the Galaxy: Cosmic Rewind attraction at EPCOT
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
