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Meraas to offer competitive pricing on new leisure venture

Dubai-based company talks affordability and accessibility as it launches Laguna Waterpark

Image Credit: Atiq-ur-Rehman/Gulf News
A view of the Laguna Waterpark during the media tour at La Mer Central yesterday. The waterpark is banking on its locational advantage to pull in the crowds.
Gulf News

Dubai: Meraas announced that its newest venture, the Laguna Waterpark at La Mer Central, will be competitively priced.

The Dubai-based holding company said its prices are focused on gaining a foothold in the leisure and entertainment industry.

Dh 99
price of day pass at the Laguna Waterpark

The park is slated to open in May and will provide day passes priced at Dh99 as part of its initial launch offer.

The pass allows visitors to come and go as they please, splitting their time between the park as well as the other attractions on the beach.

Standard pricing for tourists are Dh159 while those for residents will be Dh125. The park said it will offer discounts on season offers and online bookings.

Special rates and excursion packages, which will include food will also be offered to schools.

In addition, the park reportedly plans to introduce education programmes for students.

“The school market is very important to us. Water safety will be at the core of our educational programme, along with a focus on fitness and other topics,” said Andrew Keeling, the company’s general manager.

Looking at the leisure landscape in Dubai, the locational advantage offered by La Mer would allow the park to capitalise on its offering to visitors, according to an analyst.

In addition to its competitive pricing, its ease of accessibility makes the park attractive to its customer base, the analyst said.

“With infrastructural build-up being a key factor in the success of leisure and entertainment industries, the combined shopping and dining experience are complementary to the overall offering by the park. Affordability and accessibility go hand-in-hand in making the waterpark unique, within the city experience for visitors,” said Rabia Yasmeen, a service analyst at Euromonitor International.

An assessment of major waterparks in the city by Meraas staff have proven crucial to the company’s belief that their competitive offer would be well received by visitors.

“The venture is structured in a way to create a size of business that’s sustainable with a focus on quality and pricing. Strategically the water park provides another facet to the destination offering,” said Keeling. “Looking at a 65 per cent local resident versus tourist mix, we aim at providing a relaxed atmosphere and family fun at a highly competitive pricing” he added.

Laguna Waterpark is the latest water park to open in the UAE. It will compete will parks such as Legoland Water Park at Dubai Parks and Resort and Yas Water World in Abu Dhabi.

 

Lisa Jacobs is a Gulf News intern.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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