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PortAventura is smiling again. With an attendance of 3.8 million visitors in 2012 (+3% compared to 2011), the lean years now seem far behind the Spanish resort which has managed to revive a dynamic growth despite the gloomy economic situation in Europe, particularly in Spain.
This success is primarily due to the Italian investment company Investindustrial, now the company's sole shareholder since the purchase of CaixaBank's shares in last November. In the capital since 2009, it has invested over 80 million euros and today forges great ambitions for the future. Its main objective was clarified recently: increase the number of foreign visitors to 50% of total attendance.
The current strategy, oriented towards external markets, is already paying off. With the opening of the family themed area SésamoAventura, the Gold River Hotel Resort and the tallest roller coaster in Europe Shambhala, PortAventura has indeed welcomed nearly 35% of foreigners last year, a figure up 5% compared to the previous season (it was only 13% at the opening of the theme park in 1995).
French visitors were the most numerous (about 45% of total) with a high rate of repeat visits. They come mostly from the south of the country for short stays during school holiday periods. They are followed by visitors from Russia (25% of total), a high-growth market (+75% since 2011) with a huge potential. English and Irish visitors come in third place (20% of total) particularly thanks to partnerships with tour operators. Finally, many marketing efforts are conducted on German and Benelux markets with encouraging results: 20% more visitors in 2012.
According to a statement of PortAventura, Shambhala is the driving force behind the successful 2012 season, the ride being considered as the most successful project in its history. The hyper coaster Bolliger & Mabillard - which costed 25 million euros - has been the most popular attraction of the theme park with over 1.7 million passengers in 8 months. It has also been rewarded by specialist publications, professional associations and enthusiasts communities.
To achieve its objective of 50% of foreign visitors, Investindustrial has announced a plan to invest 75 million euros for the next 5 years, the first phase being underway at the water park Costa Caribe Aquatic Park. The project is an expansion of approximately 1.5 hectares (3.5 acres) that includes new attractions, including Europe's tallest waterslide whose design was entrusted to the Canadian manufacturer ProSlide Technology.
In the context of its international development, PortAventura will now display a new slogan: "European Destination Resort". The company defines itself as one of the best leisure destinations in Europe for families and intends to make more widely known its commercial offer which also includes four hotels (2,000 rooms) and a convention center near the Mediterranean Sea and not far from Barcelona.
With another 70 hectares (173 acres) of land available for further developments, Investindustrial has other projects in the pipeline. The group has set another target: to reach 5 million visitors in the medium term and become the second most visited destination resort in Europe after Disneyland Paris.
NewsParcs will do a full coverage of the IAAPA Attractions Expo 2013 in Orlando to have a look at the latest trends and developments of the global theme park industry.
