by Robin van der Want, Jora Vision
From the early 2000s, we’ve seen the Middle East evolve into a world-class entertainment and tourism hub. Ambitious megaprojects are following each other at a rapid pace, while all kinds of smaller attractions are popping up all over the region. From racing down a turboslide to cool off from the desert heat, to playing high-tech minigolf, every city that takes itself seriously offers a wide range of entertainment options.
With developments tumbling over each other like bumper boats in the rapids, the question on everyone’s lips is: what’s the next big thing?
The state of the Middle East attractions market
Many European companies have developed an extensive presence in the Middle Eastern region. This also goes for Jora Vision. From its RemarkaBall tech-infused mini golf to immersive dark rides in theme parks, the Dutch design and build expert has gained unique insights into the Arab entertainment market.
It’s a very diverse and bustling market. Even though you can find a whole lexicon of experiences, from aquariums to ziplines, the market is far from saturated.
Not only do people get to dream fast, but they also get the chance to dream big. In most markets, projects are developed in phases. Investors want to earn back their share before moving an attraction to the next chapter. In the Middle East, there is room to immediately go big and create world-class quality.
Both the scale and resources of projects make it a real treat to work in the region.
A competitive environment
The willingness to push boundaries in the Middle East creates attractions that surpass most competition. Combined with the speed of development, this is also where the risks lie. Because of the focus on top-tier quality and new features, some experiences can be caught up by the competition in the push and shove.
When dreaming big, people tend to focus on cutting-edge technology and the sheer size of their experience. Some attractions that focus solely on technological advancements risk becoming outdated within months of opening, as newer, more technologically advanced experiences emerge.
If your neighbour’s VR shooting arena has improved haptics and suddenly includes gunpowder smells, your visitors might prefer that and leave your location behind.
Fast-paced development is a challenge, especially for small and medium-sized attractions. Megaprojects like Six Flags Qiddiya City have rides and experiences that are not easily surpassed. Still, even for these places, there is value in thinking long-term.
Counting on the timeless
When designing an attraction, new attractions must remain relevant in a rapidly evolving landscape. To do this, you need to create experiences that are timeless in their appeal. How? By not merely going for technical innovation, but by focusing on the story as well. Another benefit of the story-driven approach is that it creates new, exciting types of experiences.
The Middle East region has an abundance of compelling stories and a unique cultural history – by rooting the story of attractions in local culture and history, you can create experiences that cannot be replicated elsewhere. An experience with a strong sense of place attracts both domestic and international tourists.
Because in the end, that is what people are looking for: to experience something you cannot enjoy anywhere else. Something unique.
Four principles in building immersive cultural attractions
- Root attractions in authentic local culture and history
- Create educational enrichment through cutting-edge technology and compelling storytelling
- Create unique, place-based experiences that cannot be replicated elsewhere
- Focus on universal themes that resonate across cultures and generations.
Deep connection, lasting memories
These cultural and tourist experiences hold the middle ground between a museum and an attraction, which is what makes them so powerful. Traditional museums sometimes fear that immersive encounters will clash with educational values.
When designing with respect for the context and history, the opposite is true: a complex story resonates when you feel a genuine connection.
While cultural and historical accuracy and sensitivity are crucial, these stories can still be told in a captivating and immersive way. At Jora Vision, our approach combines the best of both worlds—ensuring authenticity and correctness while engaging visitors on an emotional and interactive level.
This creates lasting memories, fosters a deeper connection to the destination, and offers a unique way to learn about the world.
