Dubailand

Dubai attracts tourists from around the world but has sixteen key tourism source nations that it seeks to cater for. The sixteen nations are diverse and range from Saudi Arabia to Japan, to Northern Europe. We were commissioned to conduct the research to inform the selection of the theme park brands, and the development of theme park content, visitor experiences and F&B.

Critically the research was to explore awareness and comparative importance of potential theme park brands and their associated character brands. To do this required a complex survey and sophisticated analysis.

A research project like this had never been conducted before; it was unique.

The methodology started with a quantitative survey with 3,200 visitors to Dubai from the 16 source nations in their own language. The survey was conducted within the departure lounges of Dubai International Airport which allowed us access to the breadth of nationalities needed. The research was able to test and explore new Dubai concepts with visitors who had experienced all that Dubai had to offer as they had first-hand knowledge and experience.

We then went on to conduct qualitative interviews with respondents in each of the source nations exploring in depth what types of experiences they would need to be attracted to a theme park in Dubai and how they would need these experiences to be delivered including layout and F&B concessions.

We were able to deliver the necessary understanding and advise on the appeal of key theme park brands and character brands, layout, F&B concessions and likely visiting patterns which differed significantly across different cultures.

We were also able to able to provide a clear understanding of pricing scope, price packaging and price elasticity to inform the financial modelling processes.