Theme Park Globalisation Good For Dubai Tourism
photo courtesy of Seaworld Orlando photo courtesy of Flickr
News that the US giant Busch are set to open an array of theme parks in Dubai’s “Palm Jebel Ali” development was well received by the stock market with shares being marked higher on hopes that this would be a valuable future income stream for the group. Globalisation is increasingly playing a key role in the transference between countries pursuing similar business models and provides for greater brand extension.
If you consider that visitor figures for Dubai are expected to nearly double over the next 5 years, this is an extraordinary forecast for a region which was viewed little more as a trading outpost for so long. Dubai has been growing as a tourist destination with mass market appeal for the last decade, but it has been the advent of the “Palm Island” venture and a willingness to accept some western cultural differences which has seen the emirate blossom into a travel hotspot. Many old myths have been quashed, relations with the West have never been better and today Dubai is seen as a hub for western businesses looking to break into Middle Eastern markets. The decision by US based theme parks operator to partner with Nakheel in Dubai to build four theme parks which will include SeaWorld, Busch Gardens, Discovery Cove and Aquatica, Orlando’s newest theme park, a water park set to open April 4th. Busch will licence the brands to Nakheel and operate the parks under a management contract which are expected to begin trading in 2012.
Dubai’s decision to pursue world-class entertainment brands is a key factor for success in its tourism strategy and another positive indicator for buyers of property in Dubai. In our increasingly demanding society, the bucket and space brigade are now being sidelined in favour of a strategy which pulls in tourists dollars 24/7. Dubai is not alone with the Caribbean islands of Jamaica, Turks & Caicos and Bahamas with its already famous Atlantis water park already in operation, all adding to theme parks to their tourist CV in a bid to attract a wider spectrum of visitors.
New research from Sandals International Resorts indicates that Europeans like to swim in the ocean more than Americans and Canadians. They (North Americans) love the sea and the sand – but they love the pools (more.) They use them about three times more than they use the ocean.
When you consider that the likes of Disney have been at the forefront of the water parks and adventure parks industry in the US for many years, it may either be great advertising or a way of life for US tourists. While many in the UK make for the seaside at the first sign of good weather, their US compatriots seems to head for the nearest water park.
The notable ‘americanisation’ of Dubai with its mall culture, car-based and entertainment focussed society is another reason that the Busch theme parks are a good fit for the Dubai tourism model and whilst there are those that believe replicating their theme parks in Dubai could lose Busch custom in the US but if their share price is anything to go by, the market views the decision as a savvy business move with huge potential for a future profit stream.
