DXB Entertainments today announced that Dubai Parks and Resorts, the region’s largest integrated theme park destination, recorded close to 2.3 million visits during 2017, with a record fourth quarter of 796,000 visits.

Launched on a phased basis from late 2016, all rides and attractions at Dubai Parks and Resorts were fully open to the public from the fourth quarter of 2017, which combined with targeted activations, enhanced marketing efforts and attractive resident, tourist and annual pass pricing resulted in peak fourth quarter attendance.

December delivered the highest daily visitation to date, with an average of over 20,000 visits in the last 10 days and peak daily visits approaching 27,000, surpassing the previous daily record achieved during the DPR Big Day Out in September 2017.

Mohamed Almulla, CEO and managing director, DXB Entertainments, said: “During 2017 we recorded close to 2.3 million visits, with the fourth quarter delivering our highest visitation to date, a clear sign of progress against our strategic plan and a
reflection of the new pricing and marketing strategy implemented in September last
year.

“Our key visitation periods will continue to be the cooler months of the first and fourth quarters of each year and therefore we remain optimistic that the positive trends in final months of 2017 will continue into the first quarter of 2018."

“The company restructuring and transition from project delivery to an operational,
consumer-centric company is now substantially complete and as we move forward into
2018 further operational synergies and the continued delivery of a destination wide,
world-class consumer experience remain our key priorities."

“To deliver this we will be unifying the Theme Parks and Retail & Hospitality divisions under a single operating unit, providing our visitors with a seamless destination-wide experience. I am therefore pleased to announce that Ahmad Hussain, previously general manager of Theme Parks, has been appointed deputy CEO and will be
supporting me in managing the day-to-day activities of the entire company," he said.

“Ahmed AlRayyes, previously general manager of Retail & Hospitality, has been appointed chief commercial officer, with responsibility for all commercial and consumer touchpoints, including sales, marketing, activations and events and digital,” Almulla added. - TradeArabia News Service