Dubai Parks also plans to take the destination viral before its launch

Dubai Parks and Resorts is set to open in October this year, but Dubai residents and visitors will this week get an interactive look-and-feel of the various theme parks, including Motiongate Dubai, Bollywood Parks Dubai, Legoland Dubai, Legoland Water Park, Riverland Dubai and Lapita Hotel.

The firm will exhibit at the upcoming Arabian Travel Market (ATM) 2016 exhibition, where it will offer visitors an interactive experience of its three theme parks, water park, hotel, and retail and dining gateway.

The park’s interactive ATM stand will give visitors a chance to see the destination come to life with holograms, interactive experiences and characters and performers.

“We are very excited to be attending ATM 2016, and to share another milestone in our journey towards opening with the travel community attending the exhibition. We hope to welcome many visitors to our interactive stand to learn more about our ground-breaking leisure and entertainment destination,” says Raed Kajoor Al Nuaimi, CEO of Dubai Parks and Resorts,

Meanwhile, intense preparations are underway on the ground to meet the October launch deadline.

“Together with 41 of the best-known names in construction and more than 13,500 workers on site, construction is progressing rapidly to achieve The One Thing goal: to open on time and on budget,” says Raed Kajoor Al Nuaimi, CEO, Dubai Parks and Resorts.

Simultaneously, Dubai Parks and Resorts is leaving no stone unturned to ensure the theme parks’ virtual domination in target countries, especially England, Saudi Arabia and India.

While local visitors will be critical to the parks’ operations, it will be tourists from these destinations that will be prove to be icing on the proverbial cake for Dubai Parks and Resorts.

The firm has already launched separate websites for all the parks, and is now in the process of ensuring that each one of them go viral in an extremely competitive cyberspace, including Legoland Dubai, Legoland Water Park, Bollywood Parks Dubai and motiongate Dubai.

As each new website is set to launch into the “notoriously competitive leisure and hospitality space,” says the firm, it has hired a professional SEO firm to ensure that the destination makes an impact quickly and aggressively within search engines.

Dubai Parks and Resorts has tasked the SEO firm Sekari to provide technical support for the launch of all four websites in English and Arabic, before embarking on content production and publishing as well as a monthly Outreach and Online PR programme to ensure the sites rank within search engines, both locally and in the UK, Saudi Arabia and India.

According to the management of the park, the destination’s marketing efforts are focused on specific regions, including core markets such as local attendance from the UAE, regional visitors from the GCC and the Indian sub-continent and other top tourist markets for Dubai such as the UK, the United States and Russia, as well as other developing markets such as China.

“Statistics from the DTCM indicate that despite the global financial unrest, international visitor numbers to Dubai continue to grow, reaching 14.2 million in 2015, a 7.5 per cent increase from 2014, led by a more than 20 per cent increase in visitors from markets such as China and India,” says Al Nuaimi.

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“We took the decision to open representative offices in China and India in 2016, demonstrating our marketing efforts in these key markets,” he adds.

“We’re thrilled to be involved in this impressive landmark project from the very beginning gives us a key advantage to help impact the initial content strategy,” said Lee Mancini, Managing Director, Sekari.

“This means that the websites will be in the best possible position when they launch to ensure that they go from strength to strength,” he said.

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Scheduled to open in October this year, Dubai Parks and Resorts will feature six destinations with more than 100 rides and attractions, including live shows, 3D motion simulators, rollercoasters, and drop towers, among others.

The project is scheduled to complete by the end of the third quarter of 2016, with an opening target of October 2016. A date is yet to be announced.

The Dh10.5-billion development is spread across 25 million square feet of land located on Sheikh Zayed Road in Dubai opposite the Palm Jebel Ali. Dubai Parks and Resorts estimates the number of ticketed visits in the first full year of operation in 2017 to reach 6.7 million.

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