Like all tourism operators, theme parks and amusement parks had a roller coaster ride during the pandemic. But gone are the big dips and blind bends that saw visitation virtually stand still for what seemed an eternity.
In an interview with Karryon, Jack Chan, Vice President of the International Association of Amusement Parks and Attractions (IAAPA) for Asia Pacific says park-goers are slowly returning to pre-pandemic levels.
According to Chan, nearly 350 million people visited parks in the region after many attractions’ first full year of operations post-Covid in 2023.That’s still well short of the whopping 500-plus million who visited in 2019, but it shows that business is moving in the right direction.
“So we’re not back to that pandemic level yet… because there’s not enough flight capacity,” he states. “But that’s definitely a good start.”
Chan adds, “I think one of the key drivers of low attendance is, these parks, they haven’t come back to the pre-pandemic operating hours yet”.
“There’s a huge shortage of labour forces to help them maintain and keep the parks running.”
More money, less time
But where parks are lagging in the quantity of guests, they’re growing the quality of visitors. Simply put, those who are coming are spending more.
“Per capita spending is definitely higher than previously,” Chan explains.
After “the pandemic changed a lot of people’s perspective on life”, he says theme parks are now looking to offer a lot more premium products for guests. Often, this is as simple as lowering the wait times for services like rides.
“Before the pandemic, people were more willing to wait two or three hours for a roller coaster. Now, [the parks] are creating these programs, these ‘fast passes’, these different premium offerings,” Chan tells Karryon.
“More people are willing to pay to skip the queue or wait less time in a queue. So that per capita spending will be higher because people are like, ‘I’ve flown to this place – I just want to enjoy as much as I can’.”
With a growing number of people willing to splash out on premium services like fast passes (which feel a little like Wonka Golden Tickets at super busy theme parks), Chan says “more and more parks in the region, and even more and more global operators, are implementing these systems”.
“So I think that is a pretty good driver of per capita [spending] because these passes are pretty expensive,” he adds.
The VP compares this upgrade in services to an airline loyalty program, where “the people who are coming more and the people who are willing to spend more will get better service”.
“So it’s a very similar feel to that, where the theme parks are building that premium service level,” he says.
And that doesn’t just apply to express lanes, but to everything from dining to even souvenirs.
“You have higher-end restaurants or higher-end locations or higher-end outlets at these parks to create a more enjoyable experience,” Hong Kong-based Chan explains.
“And you also have souvenirs that are more trendy than before.”
Big kids
As per capita spending rises, so too does the average age of guests – another trend Chan flags.
“The age groups that are going to theme parks are probably higher. The average age was higher last year because a lot more affluent guests are going to the parks, so naturally they have higher spending power,” he says.
“They have more to spend for souvenirs, for food and for the premium service.”
While Chan isn’t sure the age trend is going to continue, on account of the end of revenge travel, he is sure of at least one thing.
“I believe the premium offerings that these parks are offering, these are here to stay because the parks are constantly looking to drive revenue, looking for new revenue streams. So this is a really new revenue stream for them that I don’t think they will be giving up anytime soon,” he remarks.
According to IAAPA, Australia is among the top four locations for attractions and visitor attendance in Asia Pacific, which is the second fastest-growing region in the world.
Founded in 1918, IAAPA is the premier global trade organisation for the attractions industry, representing attractions and suppliers from over 100 countries.
Eye on Disney
In an Australian exclusive, Karryon recently spoke to Disney Destinations Senior Vice President Worldwide Sales & Events Javier Moreno and Vice President, Marketing & Sales International Jeff van Langeveld to hear the latest updates on US theme parks and Disney Cruise Line.
Also, check out how the world’s most famous theme park, Disneyland, is now catering to every kind of traveller, including those with hidden disabilities.
And read our first-timer’s guide to Tokyo Disneyland and DisneySea, an attraction where you really do need a plan.
