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1 Market overview

1.1 Definition and presentation

The leisure park market includes :

  • amusement and themeparks
  • water parks
  • animal parks
  • indoorplaygrounds for children.

Amusement parks are designed to welcome a public, often families, for a day's or weekend's entertainment.

Worldwide, the amusement park market was recording strong growth rates before the outbreak of the covid-19 pandemic, which had a deleterious effect on the global market. Drastically reduced travel and social distancing measures led to a historic drop in theme park activity worldwide. The world's largest theme parks, such as Magic Kingdom Theme Park (Florida), Disneyland Park (California), Tokyo Disneyland and Tokyo Disneysea, all experienced difficult years, as did smaller parks.

In Spain, the theme park market benefited from the general rise in tourism spending in the peninsula, and the destination's growing appeal in recent years. Indeed, before the advent of covid-19, Spain was the leading destination for international tourists, with a record number of foreign visitors.

National parks such as Parc Warner (Madrid), Siam Parc (Santa Cruz de Tenerife) and PortAventura (Salou) were posting double-digit increases in visitor numbers until 2019. following the sudden halt caused by the pandemic, the parks had to modify their programming and adapt to health constraints. Attendance was buoyed by rising domestic demand and the easing of sanitary constraints, even if the level of activity remains down on 2019.

Alongside the large-scale amusement park segment, indoor playgroundsindoor playgrounds are booming. Requiring much lower initial investment, they are expanding rapidly in the form of franchises, offering activities such as bowling, go-karting, laser games and escape games.

1.2 The global theme park market

The global theme park market grew from $**.** billion in **** to $** .** billion in ****, at a compound annual growth rate (***) of **.*%. The war between Russia and Ukraine has disrupted the chances of global economic recovery from the COVID-** pandemic, at least in the short term. The war between these two countries has led ...

1.3 A resilient domestic market

In a sector dominated by Walt Disney theme parks, Spain also has its say. Spain boasts over ** theme parks of all kinds. From magnificent aquariums like those in Barcelona, Valencia, San Sebastian and Seville, to spaces like Dinópolis, which recreate the life of prehistoric dinosaurs.

at Cabárceno, you can ...

1.4 Impact of Covid-19 on the sector

The covid-** has obviously strongly affected the sector, forcing parks to close their gates for several months. In ****, theme park sales were down by around **% on ****.

As a result, theme parks found themselves in the administrative limbo of the pandemic oscillating between leisure, culture and tourism. After fighting to have their ...

2 Demand analysis

2.1 The profile of leisure park visitors

The services offered by leisure parks are mainly aimed at families and children. The parks' marketing strategies also target tourist groups (***). Businesses are also an increasingly popular target group for the parks, for whom they offer to organize seminars in hotels or in areas equipped with conference rooms .

The Department of ...

2.2 Demand drivers

The economic and financial situation of households:

This can influence their budget choices and alter their spending habits. For example, pressure on purchasing power may lead to a reduction in spending on entertainment, such as theme parks, or a decline in their attendance. However, these parks could also benefit from a ...

2.3 Spain's favourite parks

Puy du Fou Spain in Toledo has won a double award. The new park impressed the public with its artistry, high standards of visitor care and immersive attractions. Puy du Fou España arrived on a solid footing despite the pandemic. All this helped it win the award in the "Best ...

2.4 Seasonal demand

Leisure park business is highly seasonal . This is broken down into cycles of low (***) to smooth out their attendance over time.

This seasonality of demand can be observed using google trends and web traffic monitoring on the websites of Spain's two biggest parks: Port Aventura and Parque Warner.

We see a ...

3 Market structure

3.1 Growth drivers for parks

The main levers for growth in park business are :

The economic and financial situation of households, which determines the level of spending on theme parks; The evolution of the child population, given that families with children are the main target population; French and international tourist numbers; Weather conditions, mainly between April ...

3.2 Employment in Spain

The theme park industry directly and indirectly employs nearly *,*** people, and is gradually recovering from the loss of nearly *,*** jobs in ****.

In ****, there will be almost *,*** businesses directly and indirectly involved in the sector, which has also been recovering since **** following the bankruptcy of certain companies.

Growth in the number of ...

3.3 A market dominated by two major groups but subject to numerous changes

Parques Reunidos, founded over ** years ago with the construction of Madrid's Parque de Atracciones, has grown to become one of the world's leading leisure park operators. It operates in various key sectors of the leisure market, including theme parks, aquariums, zoos, water parks and even cable cars. Operating in ** countries on ...

4 Offer analysis

4.1 Typology of leisure parks

The offer corresponds to the nature of the park, and is broad enough to appeal to all generations (***):

Amusement parks: enclosed spaces devoted entirely to leisure, games and entertainment. Generally speaking, amusement parks offer a wide range of rides for adults and children, depending on the desires of the target clientele. ...

4.2 Price typology

The above prices are the basic park entrance prices. However, prices may vary depending on the period (***). Depending on the park, preferential rates are available for families, groups, people with reduced mobility, senior citizens and students. Tickets purchased online, through a works council or with a Pass are generally less expensive ...

4.3 Supply trends: ancillary expenses and odorless games

Amusement parks derive their revenue from the sale of admission tickets, but they also seek to get customers to spend money once they're in the park. A range of services is therefore deployed alongside entertainment and attractions to meet visitors' needs and desires.

Services for professionals

In order to generate income ...

4.4 Focus on theme parks

To give you an idea of the catalog of attractions in Spain, in this section we present the rankings of the fastest and highest roller coasters in Spain.

Ranking of Spain's fastest roller coasters Spain, ****, in km/h Source: ****

as can be seen, they are mostly concentrated in Spain's biggest theme ...

5 Regulations

5.1 Attraction facility regulations

Regulations governing amusement facilities in Spain are governed by various laws and safety standards to ensure the protection of users. Here are five detailed points on these regulations:

Safety standards and certification:

In Spain, amusement facilities must comply with strict safety standards. They must be certified and comply with the requirements ...

5.2 Regulations governing playgrounds and leisure areas

The regulations governing playgrounds and leisure areas in Spain are governed by specific standards designed to ensure the safety of children and users alike. Here are five detailed points on these regulations:

Safety standards and playground design:

In Spain, playgrounds and leisure areas must comply with strict safety standards. The UNE-EN ...

6 Positioning the players

6.1 Player segmentation

Source: ****

  • Aspro Parks
  • Looping
  • Parques reunidos
  • PortAventura Entertainment SAU
  • Madrid Theme Park Management
  • Park Acuatic Roses
  • Parcs Acuatics de la Costa Brava
  • Le Puy du Fou

List of charts presented in this market study

  • The size of the global theme park market
  • Theme park rankings, by number of visitors
  • Market size of theme parks and amusement parks (CNAE code 9321)
  • Tourism sub-sector sales in 2020 compared with 2019
  • Origins of tourists visiting a Spanish theme park, by nationality
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Latest news

Puy du Fou in the starting-blocks in China - 28/03/2024
  • In Spain, its park has already reached 1.1 million visitors in 2023, two years after its creation.
  • Saga park opens in Shanghai
  • Chinese show features Shanghai in the 1930s
  • puy du Fou Asia's Chinese partners (Cyts and Chengxin) invest 80 million euros.
  • The Puy du Fou subsidiary, 51%-owned by the French park, employs 300 Chinese staff
  • Group workforce: 3,850 (2,500 in France, 1,000 in Spain, 300 in China, 50 in the Netherlands);
  • Visitor numbers: 3.7 million by 2023 (2.6 million in France and 1.1 million in Spain);
  • Investment: 420 million euros in the last four years
Already 2.5 million visitors this year: what are the keys to the Puy du Fou's incredible success? - 29/09/2023
  • Le Puy du Fou, the Vendée theme park renowned for its historic frescoes, has welcomed 2.5 million visitors since the start of its 2023 season, a record since the site was created by Philippe de Villiers
  • A total of 2.34 million people had visited Le Puy du Fou in 2022, compared with just over 2.30 million in 2019
  • Opening in 2021 of Puy du Fou España, near Toledo, Spain.
  • 1.1 million visitors expected in 2023", by the end of its season on November 12.

Puy du Fou: Record attendance - 05/09/2023
  • a record 2.5 million visitors have been welcomed to the Puy du Fou since the start of its 2023 season.
  • The park has seen an increase of almost 160,000 visitors over the previous year, with 2.34 million visitors in 2022.
  • Before the Covid pandemic in 2019, the park had attracted nearly 2.31 million visitors.
  • Puy du Fou España, which opened in 2021, is expected to welcome 1.1 million visitors in 2023.
  • All of the park's activities generated €125 million in revenues in 2019.
Le Puy du Fou revolutionizes itself internationally - 10/07/2023
  • In the USA, in front of the Great Smoky Mountains National Park, a new show staged by the Puy du Fou is dedicated to the Cherokee Indians engaged in encrypting messages during the First World War.
  • The Puy du Fou teams succeeded in winning over the tribe, including Chief Richard Sneed at a tribal council meeting
  • Opening scheduled for 2025
  • The show will be part of a major tourism program ($75 million investment)
Le Puy du Fou conquers the world - 01/06/2023

"Cherokee Rose" - the code name for the future project - will tell a story "based on Cherokee culture, World War I and code talkers".

Amount invested in the development of the new Cherokee Rose tourist site: $75 million.

Number of members of the Eastern Cherokee Indian community: 15,000.

Number of visitors to the Puy du Fou: 2.3 million.

Puy du Fou revisit rate: over 60% over the next five years.

Puy du Fou revenues in 2019: 125 million euros.

PAI fund acquires Mer de Sable and Looping amusement parks - 11/05/2023
  • Looping operates 18 leisure parks in 8 European countries.
  • Looping acquired in January 2020 by Bpifrance and Mubadala Capital.
  • Created in 2011 by Laurent Bruloy following the purchase of seven parks from Compagnie des Alpes.
  • Operates parks in France, England, Netherlands, Switzerland, Germany, Spain, Portugal and Croatia. Over 6 million visitors annually.
  • Sales of 190 million euros by 2022.
  • Laurent Bruloy and Stéphane Da Cunha will retain a "significant" stake in the group, and the management team will remain in place.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Aspro Parks
Parques reunidos
PortAventura Entertainment SAU
Madrid Theme Park Management
Park Acuatic Roses
Parcs Acuatics de la Costa Brava
Le Puy du Fou

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the leisure park market | Spain

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