First physical event since pandemic set to convene in Singapore in June
For an industry that plunged 67% in 2020, the global theme and amusement park market is back on top and attractions in Asia Pacific are recording revenues exceeding 2019 levels, according to June Ko, executive director and vice president, Asia Pacific Operations of IAAPA.
“Despite the pandemic, inflation and rising costs, we see that people are willing to spend more on the experience, to spend time with family and friends,” said the Hong Kong-based head of the global association of the attractions industry.
June Ko: “Guest behaviour has also changed, so the industry has responded with better systems, better tech and better guest services.”
To ride on the comeback, the association is bringing back its Asia Pacific Expo and annual conference, IAAPA Expo Asia, to be held June 13-16 in Singapore. It is estimating a total attendance of 8,000 and has sold out its exhibitor space of 7,000 sqm. In all, more than 270 exhibitors will convene for four days, with an equal third coming from Europe, the US and Asia.
“This is the first one since the pandemic, we are really happy to bring it back,” said Ko. Topics like sustainability, inclusion and trends as well as case studies and best practices will be showcased in an industry where theme park spending is expected to grow at an 8.1% compound annual rate, up to 2025, according to the IAAPA Global Theme and Amusement Park Outlook 2021-2015.
When it released the report in 2021, it projected theme park attendance to grow 112%, from a depressed base in 2022, recapturing 68% of the attendance lost in 2020. It projects that it will not be until 2024 before global theme park attendance surpasses 2019 level.
The association has 7,000 corporate members, of whom about 600 are in Asia. “The sector took a really big hit, but a lot of them put efforts into reinventing themselves, to make their rides better, to run better education programmes and they invested in technology,” said Ko.
“Guest behaviour has also changed, so the industry has responded with better systems, better tech and better guest services. But like all industries, we are also facing a manpower challenge, we cannot hire enough people – and we need people to manage the higher expectations of guests.
“Now everyone wants to feel special, everyone has reflected during the pandemic and they expect more attention.”
Another change coming out of the pandemic is the growth and opportunity in the education segment. “We see lots of smaller parks merging with education and science centres. They are popping up in China and India to cater to the growing middle class. They are smaller in size and cater to local markets.”
Another behavioural change is that prior to the pandemic, “Hong Kong people did not like to be out in the sun and hear but having gone through Covid, they are starting to enjoy the outdoors and sports-related attractions are becoming more popular. We see wellness and sports as good growth areas.”
In terms of tech adoption, Covid forced a mass acceleration of consumers online and attractions had to follow. “People don’t want to queue, they want to pre-purchase tickets and experiences and they want interactive experiences.”
She visited Universal Studios in Osaka recently, where she experienced the wearable wristbands, known as Power Up Bands, featured at Super Nintendo World. Alongside a specially-designed app, the wristband allows guests to have interactive experiences – making use of their arms, hands and entire bodies as they explore the area
“The kind of data and information you can collect on each individual, where they like to go, what kind of games they like – you can create better individual experiences,” said Ko.
She said that even before the term “metaverse” was coined, theme parks had been experimenting with virtual worlds. “Theme parks are about human interaction and face to face. But virtual worlds can extend the experience – for example, after you go home, you can still engage with it.”
Augmented Reality (AR) has also been in parks for years but has had mixed results. “It’s not the easiest to control, it depends on the local market and acceptance of AR. Some are successful, some are not so,” said Ko.
