The recent announcement that Bollywood Parks Dubai will close permanently is a cautionary tale for the industry.
At first glance, Dubai ought to be a prime market for theme park development. UK-based research company Euromonitor ranked Dubai as the second-most visited city in the world last year, trailing only Paris. On paper, Bollywood also looks like a can’t-miss theme for a park. Movies long have provided the most compelling IP for themed attractions, and Bollywood films are wildly popular around the world.
The late Disney Legend Harrison “Buzz” Price set an enduring standard for the industry by creating a model for feasibility that has helped parks around the world endure through business cycles that shutter many other companies. Yet Buzz’s system works because it demands that business leaders look deeper than top-level tourism numbers.
Set 40 miles from the Dubai’s main airport, Dubai Parks and Resorts stood far from other tourist attractions in the city. Unlike rival, air-conditioned attractions, Bollywood Parks was an outdoor theme park, leaving visitors baking in the Middle East’s searing heat for much of the year. Guests ride the sky flyer at the Bollywood Parks in Dubai on Feb. 18, 2021. The outdoor theme park in the United Arab Emirates, which opened in 2016, will soon close permanently.
Perhaps investors thought that the park’s intended audience from South Asia would not mind the sun and the heat. But India is not a market where millions of people grew up with theme parks, unlike in the United States or Europe. And visitors to the United Arab Emirates from the West would rather go to indoor, air-conditioned parks with Hollywood themes.
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