16 - 17 April, 2019
The Meydan Hotel, Dubai, United Arab Emirates
Dr Hayat Shamsuddin, VP Arts & Culture, Content & Programming at EXPO 2020

Dr Hayat Shamsuddin

VP Arts & Culture, Content & Programming
EXPO 2020

Check out the incredible speaker line-up to see who will be joining Hayat.

Download The Latest Agenda

Conference Day Two: Wednesday, 17 April 2019

Wednesday, April 17th, 2019

9:30 AM TRAILBLAZER PANEL: Cultural inspiration vs. appropriation: Creating local content to ensure Middle East Parks top annual attendance charts

Innovative, fresh theme park attractions with powerful storytelling and engaging theming keep visitors longing to come back and drive word of mouth marketing.
From Harry Potter World to Legoland and Disney’s Star Wars it is essential that your park has a theme to connect with the audience. Operators spend millions on their content investment with the hope that their attractions will last decades.
But in a region of diverse cultures and ages how do you decide which theme is appropriate for your park to drive footfall and increase sales?

This panel session will discuss:

  • Meeting consumer demand for immersive story experiences through partnership with popular entertainment franchises
  • Analysing themes that engage with the Middle East audience but also respect their culture and heritage
  • Debating whether park operators need to work with IPs and franchises to create memorable experiences and attract international audiences?
  • How do theme park designers create content that ensures longevity and connects to the future generations?