The American company estimates its first Universal venture in Europe will attract 8.5 million visitors in the first 12 months. Projections suggest it could generate £50bn for the UK economy by 2055.
However, with several UK theme park closures in recent years, high demand for overseas travel, and the rise of at-home entertainment, domestic attractions have plenty of competition.
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Helen Wright from Essex, who runs travel website Passportstamps.uk, has visited at least 20 theme parks worldwide. She was among the first visitors to Universal’s Epic Universe in Orlando. The $7m project officially opens in May and is the first new theme park in central Florida for 26 years.
With entry tickets, fast passes and lockers that work using facial ID; interactive experiences; and entertainment such as musical performances and games to pass the time while queueing for rides; Wright says Epic Universe is quite different to her first experience of Chessington World of Adventures in the 1990s.
The company recently revealed that over-18s are a key growth area for Universal Orlando. Adults without children account for around 37 per cent of visitors to the Orlando area.
Attractions based on the Harry Potter franchise have been tried and tested in the UK through Watford’s Warner Bros Studio Tour – The Making of Harry Potter, which was named the UK’s most in demand attraction in 2023. A study by Premier Inn found that it required visitors to book at least 34 days in advance to secure a ticket. The tour receives around two million customers a year.
Universal’s biggest rival is Disney, but even for this entertainment giant, not every new attraction goes to plan. Disney’s Star Wars: Galactic Starcruiser opened in 2022 at Walt Disney World Resort in Florida but closed within 18 months. The hotel saw guests check in for two nights to explore real-life sets and interact with in-character actors. Stays started from $4,800.
Guests are seated as they are moved between eight rooms, with eight courses served. The backdrops match the course; think ocean scenery for a fish course, and an Asia-themed space for an umami-flavoured plate.
Europa-Park Managing Partner Michael Mack says: “We have about 80 per cent repeat visitors, which means we have to continuously develop the theme park – but I don’t think this is a unique challenge to Europa-Park,” he says, “Visitors want new rides, new experiences, and reasons to come back.
“We are creating emotions and memories that last – and physical, personal experiences will remain crucial for theme parks.”
For instance, an adult ticket for Peppa Pig World at Paultons Park Theme Park in Hampshire, aimed at young children, starts from £45 when booked in advance.
Wright is also a fan of Disney but is happy that the UK will have a Universal theme park first. “In terms of theme park experience, I would say they’re pretty much equal, although Disney can be a little bit twee for some people.”
For her, Universal’s new venture can’t come soon enough: “I think it’s going to totally change the face of the UK theme park market – I can’t wait.”
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