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Tokyo Disneyland broke new ground in 1983 as the first Disney theme park outside the US. However, when designing the park’s lands, attractions, food and beverage offerings, and holiday celebrations, Oriental Land Company executives and Disney Imagineers debated to what extent the park should feature Japanese or American content and characteristics. Over the past few decades, the discussion of cultural recontextualization has evolved through Disneylands in Paris, Hong Kong, and Shanghai, as well as global iterations of Universal Studios, LEGOLAND, and other themed entertainment companies. A decade and a half ago, theme park cultural recontextualization arrived in the United Arab Emirates with the opening of Ferrari World Abu Dhabi in 2010. Among the exceptional challenges for global brand theme parks coming to the UAE is a demographic one as the country’s population is one of the most diverse in the world. This presentation comparatively examines, with salient examples, the extent and nature of cultural recontextualization at the four major theme parks in Dubai: IMG Worlds of Adventure, LEGOLAND, Motiongate, and Real Madrid World. The speaker proposes the cultural recontextualization of global theme parks should be understood as an ongoing semiotic process shaped by both a park’s naturalistic and sensory modalities and corporate and local pressures. The discussion of cultural recontextualization will continue to be vital and evolve as more themed entertainment venues plan to open in the region.

Discover how transformative design and storytelling elevate large-scale events into immersive, culturally resonant destinations. Led by Balich Wonder Studio, this session explores the evolution from one-time spectacles to enduring attractions that connect deeply with audiences and communities. Gain actionable insights into the art of weaving narratives, integrating sustainability, and leveraging innovation to create meaningful guest experiences.

Join Kirin Sinha, CEO of Illumix, as she delves into the transformative role of technology and innovation in the attractions industry. From augmented reality and digital interactivity to predictive analytics and AI, this session will explore how these tools are shaping the future of attractions and destinations. Discover how technology enhances guest engagement, streamlines operations, and sets the stage for the next era immersive and personalised experiences.

Join a distinguished panel of industry leaders as they share their firsthand experiences and strategic insights into successfully operating attractions in the dynamic Middle East market. This session offers an unparalleled opportunity to delve into the unique challenges and opportunities that define the region, from navigating cultural complexities to addressing evolving consumer demands. Through case studies and practical examples, the speakers will illustrate how they have adapted their operations, embraced innovation, and implemented strategies that resonate with local audiences. Whether you are seeking to establish a presence in the region or refine your existing approach, this session provides a focused, expert perspective on achieving operational excellence in one of the world’s most competitive and rapidly growing markets.