We live the rediscovery of tourism from leisure centered on entertainment
Consumption in the tourism sector grew by 150% in the first quarter of this year. The comparison with the same period of 2021, which appears in the Analysis of Consumer Behavior, by Itaú Unibanco e Rede, shows a scenario that, gradually, erases the footprints of the crisis left by the Covid-19 pandemic, encouraging market players to recompose investment and marketing plans.
Aviva, for example, invested BRL 31 million in a new themed attraction, which will be launched at the Hot Park (GO) water park at the end of this year. Also owner of the destinations Costa do Sauípe (BA) and Rio Quente (GO), the company reinforces its marketing team, today with 25 professionals who work on the content and communication fronts; product, experience and trade; and projects and customer insights.
“We live the rediscovery of tourism based on leisure centered on entertainment”, says Miguel Diniz, general manager of marketing and sales at Aviva, who plans a series of actions to celebrate the 25th anniversary of Hot Park. In addition to the new attraction, which will accommodate 1,680 people per hour of activity, the public receives discounts and access facilities offered in the Hot Park Play subscription plan. Instagram, Facebook and YouTube show the Your best entertainment campaign, also broadcast on TV, cinema and out of home media to attract visitors.
In the content strategy, Hot Park is highlighted at Desafiyou, which has Gabriel and Shirley, Enaldinho and Manu, and Dearo among 42 creators. Launched in 2019 in partnership with Rede Snack, the project now has the park as a protagonist for challenges watched by more than 248,000 subscribers to the channel, especially children from six to 12 years old. There are videos inspired by trends, as well as new modalities such as edutainment, which mixes education and science.
By 2030, the expectation is to double the volume of public, currently around 1.5 million visitors a year. “In 1997, we innovated by taking a park to the Cerrado, and in 2009 we set up a beach. Every two or three years we bring news. Today, we are the sixth best amusement park in the world”, lists Diniz, citing a ranking determined by Tripadvisor Traveler’s Choice 2022.
In the restructuring phase, the park’s commercialization plan should present changes soon, with new brands joining the enterprise, which today has Ambev as a partner. “We are back to the levels of 2019 and with an increase in the average ticket. We are experiencing a stage of rebirth”, says Diniz.