Waterparks: Filling up through targeted actions and strategies

With a positive outlook and moving ahead at a satisfactory pace, the season has started for the waterpark industry, with the estimations for visitation increased for July and August, reaching the pre-coronavirus levels, i.e. the summer of 2019.

Waterparks are considered a summer destination for all age groups, with most visitors being families with small children as well as young couples. They are also flooded by both locals and foreign visitors, with the largest percentage being permanent residents of Cyprus.

It is worth noting that, as tourism-related businesses, waterparks are also directly affected by inflationary pressures, with visitors this year appearing more restrained in terms of how much they are spending at the waterparks.

However, to compensate for the negative consequences, the waterparks have proceeded with various targeted actions and effective marketing strategies in order to reduce the cost to the visitor and create encouraging conditions, which seem to have already brought about positive results.

Although after three consecutive difficult seasons, two due to a pandemic and one due to the war in Ukraine, for Fasouri Watermania Waterpark the years have developed with a positive trend.

Speaking to InBusinessNews , the Marketing & Corporate Sales Manager of Lanitis Entertainment, Nayia Raptakis, says that predictions can be made more accurately than in previous years and are very encouraging, while it is expected that they will exceed the levels of 2019.

Regarding the profile of visitors, Raptakis indicated that before the coronavirus, the percentages of visitors were balanced between Cypriot residents and tourists. However, reduced tourist arrivals due to the coronavirus have changed visitor rates. Now, the number of visitors who are permanent residents of Cyprus - Cypriots and foreigners - exceed 60% and, at the same time, a normal decrease in the percentage of Russians was observed.

"Fasouri Watermania Waterpark is a destination for all age audiences, both young and older, since it can and does very successfully combine the characteristics of a destination, both for youth and for the family," added Nayia Raptakis.

Asked to comment on inflationary pressures, Lanitis Entertainment's Marketing & Corporate Sales Manager, noted that waterparks have also been affected, as visitors are spending more carefully than in previous years.

"As in all sectors of the economy, so in the leisure sector, inflationary trends that negatively affect the purchasing power of consumers have also affected our sector. We have observed and recorded, since the beginning of the year, a relative decrease in the amounts spent by visitors to the water park, whether they concern the souvenir shop of the park, or at the food and beverage outlets.

Customers are more restrained this year compared to how much they spent in previous years. We are trying to overcome this problem with targeted promotions that reduce the cost to the visitor to some extent and increase the value they get, helping the most loyal friends of the water park who visit it regularly more," she said specifically.

In relation to the other challenges that the waterpark industry has to face, as noted by Raptakis, these have to do with energy costs and the lack of a suitable workforce.

“The huge increases in energy costs, which are very high for our sector, is probably the first challenge we have to face, especially this year. A natural consequence of the energy crisis is all the inflationary trends that are created and which reduce the purchasing power of our customers.

Also, the lack of the right workforce is a big issue we face, since in the case of waterparks it becomes even more acute due to seasonality since the waterparks are closed during the winter months,” she concluded.

The start of this year's season has been quite promising for Paphos Aphrodite Waterpark and there is optimism for the continuation as there has been a steady increase in tourist arrivals and bookings compared to previous years.

Socrates Coniotis, Marketing Manager, Paphos Aphrodite Waterpark, speaking to InBusinessNews, stated that the implementation of effective marketing strategies combined with various other partnerships had contributed to an encouraging start.

“Overall, the season has started on a positive note and we are confident that it will develop into a successful period for our tourism business. We strive to maintain high standards, exceed customer expectations, and contribute to the development and sustainability of the tourism industry in our region," stressed Coniotis.

Paphos Aphrodite Waterpark mainly appeals to families with small children, but also to young couples. Residents of Cyprus make up a significant proportion of visitors and usually visit the waterpark from when public schools close and continue to do so until the end of August.

As for foreign visitors, they mainly come from the United Kingdom, while Israel has been a growing market in recent years.

This is followed by the countries of central Europe such as the Netherlands, Germany, Poland, and France.

Asked about the main challenges facing the industry in general, Coniotis stated that these have to do with inflation, geopolitical developments, and the global pandemic, noting that these conditions have affected all tourism businesses creating conditions of uncertainty and adaptation.

“We understand that the tourism industry can be unpredictable and external factors such as geopolitical events or global economic fluctuations can affect the industry. As such, we remain vigilant and adaptable to any changes that may arise, ensuring that we can continue to provide an excellent experience for our guests," he said.

• Fasouri Watemania Waterpark

Fasouri Watemania Waterpark in Limassol, which belongs to the Lanitis Group, first began operating in 1999 and is managed by Lanitis Entertainment, the Group's management company specialising in the management of complex catering, event, and leisure venues.

The waterpark extends over a green area of ​​more than 100,000 square meters in Fassouri in Limassol, offering a very large number of games and services: 30 different games and water slides for all ages, from the Kamikaze slide for the most daring to the largest wave pool on the island, and from the “Aqua” tube slide to the lazy river.

There are also seven cafes, rest and relaxation areas -a fish spa-, a souvenir shop, and free parking.

It is worth noting that Fasouri Watemania Waterpark has received many international awards and recognitions, from Trip Advisor, a global award at the World Luxury Travel Awards, and Cyprus Tourism Awards, and has also been certified by the Deputy Ministry of Tourism with the quality mark "Theme Parks of Cyprus".

• Paphos Aphrodite Waterpark

Paphos Aphrodite Waterpark is a green-filled park of natural beauty and has impressive water slides and pools that promise an exciting, action-packed experience for our guests.

It has high-speed water slides, as well as a specially designed area that accommodates our little friends, interesting activities are provided, and much more that can provide endless hours of fun and joy.

(Source: InBusinessNews)