CIMtIG�s (Chartered Institute of Marketing Travel Industry Group) seminar �Theme Parks � Facts from Fantasies� on 19 September 2005, addressed the need for theme park proprietors and marketers to keep up with the changing demands of future consumers, as well as discussing various methods of ticket distribution.

Talking at the event was Julie Clark, hospitality & leisure director of PricewaterhouseCoopers; Tom Allen, managing director of The Holiday People; Sarah Johnson, managing director of Pure: Espa�a, and the seminar was chaired by Mike Bugsgang, managing director of travel PR consutlancy Bugsgang & Associates.

First to take the stand was Julie Clark, who discussed the recent PricewaterhouseCoopers report on the theme park market. She discussed how this sector is currently �hot�, with new investment into new parks, and private equity investors increasing activity in business.

She mentioned theme parks have become more accessible due to factors such as leisure necessity, more disposable income per family, and budget airlines.

The report also interestingly found there was a marked difference between the markets of US and the UK. Eighty per cent of all people in the US have visited a park, whereas only around 20 per cent of the UK�s population have visited one. Although Julie believes Europe will never see the levels of penetration seen in the US due to varying factors, she does think there is room for growth.

In summary, the outlook for the market is positive; consolidation is underway and expected to continue.

Tom Allen was next to speak, and among other subjects, covered the changing needs of the younger generation. He believes they will no longer be happy to go along with their parents on a typical resort family holiday because of the technological developments in home entertainment. They demand a more stimulating holiday � one that holiday parks like Disney can offer.

He also talked about the distribution of tickets for theme parks, mentioning that Disneyland Paris sales work well through the internet as visitors tend to make their own arrangements to get there. Tickets to Disney�s US parks still sell well through agents as consumers tended to purchase tour operator packages with tickets as an add-on option.

The third member of the panel was Sarah Johnson, MD of consultancy Pure Espana, which includes Spanish theme park Port Aventura as one of its clients.

With half a million UK visitors in 2004 and a healthy profit this year, the park is looking to build more rides and invest more money. She talked about how the on-site themed hotels attract a lot of British visitors, and how the marketing strategies had to differ greatly for Spain and for the UK.

She also talked about the opportunity occurring for UK agents to sell more pre-departure tickets, as the reps that traditionally sell tickets in the resorts of Salou are being withdrawn by tour operators.

Overall, the seminar gave a very positive message that the market for theme parks is booming, and that there is potential for growth - boosted by the fact that a near record figure of over 100 million visitors came to theme parks in Europe and USA in 2003.