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Theme Park Supplier's News of the Week #12 Bolliger Mabillard, MAURER Rides, ETF Ride Systems, Lo-...
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PortAventura targets foreign markets to boost its

growth and reach 5 million visitors

Update : 20/03/13 - 11h13 Published by François Mayné the 19 March 2013, Corporate.
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.

PortAventura has welcomed 3.8 million visitors in 2012, mainly thanks to the opening of Shambhala.

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.

This season, Investindustrial invests 10 million euros to expand its water park Costa Caribe Aquatic Park.

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.
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Hong Kong Disneyland Resort
(7 articles found)

Disney to introduce first major Marvel attraction at Hong Kong Disneyland in 2016 read more

When The Walt Disney Company acquired Marvel Entertainment in 2009, its intention was to strengthen its position as a leading global provider...

NEW | Hong Kong Disneyland Resort - Published on October 13, 2013
Disney's theme parks and resorts sign strong financial results with revenues up 7% in Q3 2013 read more

The theme parks and resorts of The Walt Disney Company (TWDC) have once again achieved excellent financial performance in the third quarter of...

CORPORATE | Hong Kong Disneyland Resort - Published on August 11, 2013
Growing quarterly results for theme parks and resorts of The Walt Disney Company read more

The Walt Disney Company (TWDC) published earlier this month its financial results for the first quarter of fiscal year 2013 ended December 31,...

CORPORATE | Hong Kong Disneyland Resort - Published on February 17, 2013
Disney reports revenue of theme parks and resorts up 10% to $12.9 billion for FY 2012 read more

The Walt Disney Company reported that the revenue of its business segment of theme parks and resorts increased 10% to $12.9 billion (approx €9.97 b...

CORPORATE | Hong Kong Disneyland Resort - Published on November 29, 2012
Increase in profits for the theme parks and resorts of The Walt Disney Company in first half 2012 read more

TWDC announced earlier this week the earnings for its second fiscal quarter and six months ended March 31, 2012. The Group reported global revenues...

CORPORATE | Hong Kong Disneyland Resort - Published on May 11, 2012
The Walt Disney Company's Parks and Resorts revenues increased 10% for Q1 of FY12 read more

The Walt Disney Company reported yesterday earnings for its first fiscal quarter ended December 31, 2011. Diluted earnings per share (EPS) ...

CORPORATE | Hong Kong Disneyland Resort - Published on February 8, 2012
Fright tactics cranked up at Ocean Park read more

Ocean Park has some hair-raising figures - and they're meant to frighten Disneyland. It says its visitor numbers shot up 20 percent to 6.5 million between October 1 last year and September 30. It used that time frame - ...

PRESS REVIEW | Hong Kong Disneyland Resort - Published on October 3, 2011
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