SeaWorld opens with a splash
“It’s really the next generation of SeaWorld – there are multiple facets to this product,” Liam Findlay, CEO, Miral Destinations, tells TTN in an interview. “This year, we introduced the Yas SeaWorld Research & Rescue: we understand that it’s important to protect our oceans. For me, SeaWorld is about educating the next generation of marine scientists. It’s inspiring them to fall in love with the ocean.”
At SeaWorld Abu Dhabi, a marine-life theme park, guests will be able to experience over 100 animal experiences and presentations and over 10 up-close animal encounters. Additionally, guests will experience 15 interactive experiences and rides, roaming entertainment and the parkwide game – S•E•A Guardian Games.
For me, SeaWorld is about educating the next generation of marine scientists. It’s inspiring them to fall in love with the ocean
– Liam Findlay
SeaWorld Abu Dhabi will also offer guests year-round access as it joins the Yas Annual Pass offerings. In addition to SeaWorld Abu Dhabi, families who purchase the pass will have year-round access to the rest of Miral Destinations’ award-winning theme parks including Ferrari World Abu Dhabi, Yas Waterworld and Warner Bros. World Abu Dhabi.
Four years ago, Miral Destinations was developed as a brand with destination marketing expert Liam Findlay as its CEO, to consolidate Ferrari World Abu Dhabi, Yas Waterworld, Abu Dhabi Grand Prix and some hotels on Yas Island. “Between then and now we’ve developed Warner Bros. World Abu Dhabi, Clymb Abu Dhabi, Yas Bay and added another 1,000 hotel keys to the destination.
“With this rapid growth, we need to rethink how we attract customers and we need to be rapid about it. Instead of being individual assets, we needed to focus it all on one destination –that’s why Miral Destinations was created – and to turbocharge that brand awareness we need big impactful campaigns, such as Kevin Hart, Ranveer Singh and Jason Mamoa, our latest Chief Island Officer.
“At the moment, these campaigns are focused on building brand awareness. There is so much competition in the region and we need to stand out, especially when we’re developing brands for tomorrow not today – but for the long term,” says Findlay.
About a year ago after the great success of Yas Island, DCT Abu Dhabi awarded Miral Destinations to support Saadiyat Island with its Sales and Marketing efforts, similar to what they do for Yas Island.
Findlay says, “Our key source markets are GCC, India, China and Europe.
“We’re very happy with the recovery from China. While it was low double-digit growth at the start of the year, it’s increasing rapidly – we’re confident to see a full recovery from China later this year.
“China was very important to us in 2019; we invested very heavily in that market pre pandemic and have continued to support our partners through the lean times.”
With an abundance of indoor theme parks and all its key feeder markets active, Miral Destinations is expecting a busy summer this year. “The easy connectivity between all the different assets is a big plus – it is easy to navigate the short distances in summer. Hotels are perfectly set up to support the summer trade as well.
“‘Kids go free’ is a very lucrative offer to the market, in its fourth year running. We expect a great summer,” says Findlay.