Theme park operators have long known the value of IPs in creating amazing visitor experiences. Now the museums and heritage sector is starting to work in this area, creating opportunities for collaboration
By Liz Terry | Published in Attractions Management 2018 issue 4
Shakespeare’s birthplace will be replicated in China / shutterstock/S-F
From Mickey and Minnie to Harry and Hermione, theme park operators have deep experience of deploying IPs to drive the development of physical and digital assets to create billion dollar values.
Now the heritage and museums sector is starting to get into its stride in exploiting the potential of its IPs for the creation of new attractions and visitor engagement.
Leading the way were initiatives such as the Louvre and Guggenheim being licensed into Abu Dhabi and now we’re witnessing an acceleration of this trend, as developers worldwide go looking for a fast track to success, by partnering with precious, unique cultural properties.
In this issue, for example, we report on a new heritage and cultural centre in San Weng, Jiangxi Province, South China, which will see the development of replicas of William Shakespeare’s homes as visitor attractions.
The developments are the result of a collaboration between Fuzhou Culture Tourism Investment Group in China and the Shakespeare Birthplace Trust in the UK.
San Weng – a new town currently under construction – will celebrate three masters of literature, William Shakespeare, Miguel de Cervantes and Tang Xianzu, the Ming Dynasty playwright and ‘Shakespeare of the Orient’.
As part of the tribute, the town will feature an entire quarter dedicated to Stratford-upon-Avon, Shakespeare’s birthplace (see page 29 for more details).
This growing interest in celebrating heritage is creating opportunities for museums and heritage brands of international significance, to both spread their influence and generate revenue by sharing their IPs for the good of all.
A phenomenal new report, Heritage and the Economy 2018, just published by Historic England, gives deep insight into why heritage IPs are so sought after by nations where culture is valued, but in short supply.
It proves how the presence of heritage boosts property values, tourism and job creation and injects value into local economies, saying: “Places with strong, distinctive identities are more likely to prosper than places without them.”
As these markets converge, there are learnings to be shared between sectors as operators work to optimise commercial opportunities, while ensuring authenticity.
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
Aromatherapy Associates
Aromatherapy Associates is a world-leading British wellness brand, harnessing the power of essential [more...]
Theme park operators have long known the value of IPs in creating amazing visitor experiences. Now the museums and heritage sector is starting to work in this area, creating opportunities for collaboration
By Liz Terry | Published in Attractions Management 2018 issue 4
Shakespeare’s birthplace will be replicated in China / shutterstock/S-F
From Mickey and Minnie to Harry and Hermione, theme park operators have deep experience of deploying IPs to drive the development of physical and digital assets to create billion dollar values.
Now the heritage and museums sector is starting to get into its stride in exploiting the potential of its IPs for the creation of new attractions and visitor engagement.
Leading the way were initiatives such as the Louvre and Guggenheim being licensed into Abu Dhabi and now we’re witnessing an acceleration of this trend, as developers worldwide go looking for a fast track to success, by partnering with precious, unique cultural properties.
In this issue, for example, we report on a new heritage and cultural centre in San Weng, Jiangxi Province, South China, which will see the development of replicas of William Shakespeare’s homes as visitor attractions.
The developments are the result of a collaboration between Fuzhou Culture Tourism Investment Group in China and the Shakespeare Birthplace Trust in the UK.
San Weng – a new town currently under construction – will celebrate three masters of literature, William Shakespeare, Miguel de Cervantes and Tang Xianzu, the Ming Dynasty playwright and ‘Shakespeare of the Orient’.
As part of the tribute, the town will feature an entire quarter dedicated to Stratford-upon-Avon, Shakespeare’s birthplace (see page 29 for more details).
This growing interest in celebrating heritage is creating opportunities for museums and heritage brands of international significance, to both spread their influence and generate revenue by sharing their IPs for the good of all.
A phenomenal new report, Heritage and the Economy 2018, just published by Historic England, gives deep insight into why heritage IPs are so sought after by nations where culture is valued, but in short supply.
It proves how the presence of heritage boosts property values, tourism and job creation and injects value into local economies, saying: “Places with strong, distinctive identities are more likely to prosper than places without them.”
As these markets converge, there are learnings to be shared between sectors as operators work to optimise commercial opportunities, while ensuring authenticity.
Rides: Themed dreams
We take a look at some of the major
openings at visitor attractions worldwide
Theme Parks: Fan power
Jordan Middleton explains how operators
can best work with their audiences
Tourism: The Tourist Trap
What role could attractions play to keep
tourism beneficial for residents and
visitors alike? Kath Hudson reports
Conference: Creativity Cocktail
This year’s SATE conference came to the global epicentre for themed entertainment – Orlando – as the Themed Entertainment Association (TEA) searched for the secrets to “The Experience Recipe”.
Promotional feature: Whitewater
WhiteWater is branching out of the waterpark business as it
introduces two new attractions products and its brand new
Vantage guest engagement and management software
Show report: Enabling fun
Tom Anstey was on-hand to see what was
on offer at this year’s Euro Attractions Show
Promotional feature: Simtec - forward thinking
Simtec is a flying theatre and simulator ride supplier
for the attractions industry, as well as a manufacturer
of driving and flight simulation applications
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
Aromatherapy Associates Aromatherapy Associates is a world-leading British wellness brand, harnessing the power of essential [more...]
