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More than 150 senior industry insiders engaged in extensive discussions at the 6th Leisure Entertainment and Attractions (LEA) Conference hosted by the Menalac Leisure and Attractions Council (Menalac) during DEAL 2023.
Attention to changing visitor needs, blurring the lines between the physical and virtual worlds and the need for diversity, and leveraging data to create delightful visitor experiences were some of the topics discussed at the Menalac CEO meeting. The session focused on growth opportunities, current market conditions, emerging trends and how to overcome barriers facing the MENA leisure and entertainment industry.
“In its sixth edition, our three-day Menalac conference covers everything from topical innovations to water parks, the importance of health and safety, and how the power of data and people is driving the industry forward and reshaping the landscape,” said Silvio Liedtke, vice president of Menalac and CEO of Landmark Leisure.
Discussions included enhancing Saudi Arabia’s leisure and entertainment landscape and the future of the UAE’s hospitality and leisure sector, among others. In the long run, $64 billion is being invested in KSA’s leisure and entertainment industry, which is expected to grow to $1.17 billion by the end of 2030.
Interestingly, for an industry driven by connection, emotion, and social interaction, the conference sheds light on what entertainment in the Metaverse could look like. A space with the potential to generate trillions of dollars in revenue by the turn of the decade.
“Our industry is where deep connections are formed, creating physical and emotional experiences by bringing people together and creating fond memories that cannot currently be replicated in the virtual realm,” Liedtke observes. “Having said that, virtual capabilities activated using artificial intelligence, virtual reality, augmented reality, and technological tools such as Web3 and the Metaverse have the potential to further enhance the ecosystem.”
As well as discussing the importance of striking the right balance between strong international IP-led concepts and local brands to create a vibrant and diverse industry, the LEA session shed light on the growing interest in sports-based social leisure concepts. Interesting, especially attractive to the next generation and, importantly, how it will inspire more young people, especially GCC nationals, to consider a career in the industry.
Rosters aside, this is the first time leisure and entertainment industry pioneers – the International Association of Amusement Parks and Attractions (IAAPA) and Menalac – have come together to share experiences, insights and strategies to grow the industry. A pivotal discussion begins on how empathetic leaders with a human-centered mindset can successfully create extraordinary experiences.
With the Mena water park industry expected to reach $609 million by 2023, industry experts at the Water Parks Conference discussed how this segment has great potential to contribute to the success of the regional leisure and entertainment ecosystem. From exciting rides to comprehensive design within large hotels, personalized guest experiences, optimal safety, and an inclusive culture are driving the water park industry forward. New facilities such as surf parks are also gaining momentum.
Additionally, Menalac’s Safety Day meeting was well attended. The summit’s finale, the annual Menarak Awards, was a shimmering venue that set the tone for what the industry was about to witness.
“Our summit recorded its highest attendance since its inception. We are in a good position,” concludes Liedtke. – trade arab news agency
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