Malaysia-based Sunway Lagoon Theme Parks is hoping to tap into three emerging markets – Australia, Sri Lanka and Pakistan – to attract more business events, as well as leisure travellers, to its flagship theme park Sunway Lagoon in Selangor.
Calvin Ho, senior general manager of Sunway Theme Parks, explained: “We saw a decline in terms of percentage from the Australian market over the last few years and wish to arrest this. Meanwhile, Sri Lanka and Pakistan have a growing middle income segment which we hope to tap.”
Ho added that Sunway Lagoon would work for the business events segment for these three markets, as the theme park can be used as a venue for gala or themed dinners.
“To make events unique and memorable, planners can have a ‘volcano’ erupt on demand, clowns on stilts and laser shows on water, just to name just a few,” Ho shared.
Venues that suitable for large groups include the outdoor theatre which can seat 2,000 guests, while the outdoor surf beach area can hold up to 20,000 people. This latter is suitable for concerts, product launches and themed dinners.
The focus on this market trio explains Sunway Lagoon’s presence at the recent Pakistan Travel Mart 2018, and its upcoming participation as an exhibitor at the Asia Pacific Incentives & Meetings Expo (AIME) in Melbourne next February.
Meanwhile, to grow these markets further for the leisure segment, the company will work towards creating greater consumer awareness through social media and digital marketing. For both Sri Lanka and Pakistan, Sunway Lagoons Theme Parks will also work with inbound agents from Malaysia dealing with the two markets to include Sunway Lagoon into their itinerary.
Currently, 60 per cent of visitorship to Sunway Lagoon are foreigners, with the Middle East, India and China making up the primary markets.
Plans are afoot to introduce in-park performances with international talents as well as a new, immersive attraction with storytelling elements in 2019.