Exclusive: Dubai on target to become Orlando 2.0, says Worlds of Adventure CEO
JP Lennard
JP Lennard
JP Lennard
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
star job
Capita Plc.
£20,174pa
Moreton-in-Marsh, Gloucestershire
Edinburgh Leisure
£33,513 - £37,236pa
Edinburgh
Coach Gyms
Self Employed
Leeds, Yorkshire
énergie group
£27,000 - £30,000pa OTE £30k-£33k
Bow, London
Clayesmore School
Blandford Forum, Dorset

Exclusive: Dubai on target to become Orlando 2.0, says Worlds of Adventure CEO

Job opportunities
RockReef Ltd
Competitive DOE
location: Bournemouth, United Kingdom
Lake District National Park
c£20,500pa + pension + great benefits
location: Brockhole on Windermere, Lake District, United Kingdom
Edinburgh Leisure
£33,513 - £37,236pa
location: Edinburgh, United Kingdom
more jobs

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.”

Sign up for FREE ezines & magazines
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.
TAW,VAT,PHR
THUMB21643_188934.jpg

More News

1 - 15 of 43,665
26 May 2022
The Leisure Database Company (TLDB) has revealed its State of the Fitness Industry Report UK for 2022, following an audit of more than 7,000 facilities ... More
26 May 2022
A major free exhibition on the treatment and understanding of cancer has opened at the Science Museum in London, UK. Described as a "world-first", the ... More
25 May 2022
The Gym Group’s (TGG) plans and profit forecasts were presented to analysts and investors during the company’s recent Capital Markets Day. The event was led ... More
23 May 2022
A new physical activity programme called Big Sister has been launched in the UK to help girls embrace activity during puberty and reduce the rising ... More
21 May 2022
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as an example of best practice for public–private partnership collaboration (PPP). ... More
19 May 2022
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched its first product, the Ness Rewards app, with longer-term plans ... More
ukactive
ukactive
19 May 2022
Following a history of supporting US military and service members, F45 has announced a new initiative called F45 After, which offers US military personnel exclusive ... More
19 May 2022
Scruffy Dog Creative Group and Simtec Systems have partnered to launch a new immersive trackless dark ride featuring the popular Mattel IP, Fisher-Price. The ride's ... More
18 May 2022
Hyatt is piloting private gyms in five of its US hotels as part of its Stay Fit Private Fitness programme. The exercise spaces are located ... More
17 May 2022
A young girl has died following an incident at the David Lloyd gym at Capability Green, Luton. According to the BBC, police were called to ... More
17 May 2022
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ft (280sq m) micro-gym, run by franchisee Liz Benjamin, will ... More
16 May 2022
Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We Splash? to encourage more parents to take children swimming. The ... More
Les Mills
Les Mills
13 May 2022
The new £42m Moorways Sports Village will open its doors to the public on Saturday 21 May. The community-focused development is the result of a ... More
11 May 2022
Fitness industry veteran Harm Tegelaars has returned to the fitness industry by joining the board of directors at Hussle. Tegelaars founded the Cannons Group in ... More
11 May 2022
Planet Fitness saw its Q1 2022 revenue increase by 66.9 per cent (to US$186.7m) on 2021 – the latest sign that the US fitness market ... More
1 - 15 of 43,665
JP Lennard
JP Lennard