Katapult, the international guest experience design agency, has revealed research findings that 25% of theme park visitors would consider living permanently in a theme park or resort.
The study was carried out as part of the Katapult Leisure and Attractions Trends Report 2030, which examined the impact of guest behaviour on the sector over the next five years.
Robbie Jones, insights director at Katapult, says: “The megatrend of ‘living leisure’ is starting to take hold as consumers in their everyday lives demand more out-of-home entertainment. While for superfans, living in theme parks is a genuine dream and ambition, for the majority, we see this trend driving surging demand for more themed overnight stays, and leisure on local high streets.”
Industry megatrends
The publication has also identified four further megatrends in collaboration with subject matter experts such as Björn Heerwagen.
“The industry is in a great spot for innovation, but with that innovation comes the need for careful balancing — of technology, guest experience, and staying attuned to shifting behaviors. Understanding the evolving desires of visitors, embracing technology in a mindful way, and staying relevant to both nostalgia and new trends will help attractions thrive over the next several years,” says Heerwagen.
“This post-pandemic phase has led to a strong desire for adventure, escapism, and shared joy, which is why attractions, events, and experiences are thriving again. There is a desire for people to reconnect and engage in shared experiences. Technology will continue to advance at an exponential rate, and attractions will need to decide whether technology becomes part of the story or works invisibly in the background. I think both approaches will be crucial.”
The report also emphasises the role that IPs will continue to play in driving footfall and spending on location-based entertainment. According to research conducted with YouGov, 65% of Generation Z (born between 1997 and 2012) have imagined themselves entering the worlds of the television shows they have watched.
Jones says: “Thunderclap content defines the spiked interest of TV shows and games that seem to mesmerise the world’s population simultaneously.
“With over 1.3 billion people having SVOD (subscription video on demand) services, and a growing desire for bricks-and-mortar experiences as part of the brand’s omni-channel – it is no wonder the location-based entertainment industry revenue alone is set to exceed $4 billion by 2030.”
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Katapult recently announced that it has been chosen by The City of Malmö to work on an ambitious destination project in Folkets Park, Sweden’s oldest folk park. The park covers more than 60,000 square meters and attracts over 2.5 million people each year. With this project, The City of Malmö aims to enhance the park’s appeal and sustainability as a regional destination in Northern Europe.
