THAILAND: Hoping for a flood of tourists on Thailand's beachside resort of Pattaya, Cartoon Network Amazone is set to become the country's first globally branded water park - the multi-million dollar project is the first venture by the television network into the world of theme parks and it is hoping to compete with the likes of Disney and Universal within the region.
Its location - Pattaya - however, suffers from a less than savoury reputation. Pattaya's infamous Walking Street is populated by bars and dance shows which draw huge crowds every night. Family-orientated destinations like Cartoon Network Amazone will have their work cut out for them to not only convince tourists that there is more to the city than its nightlife, but also to change tourist mindsets that Pattaya can be a family-friendly destination.
Pattaya, along with the rest of Thailand, has been on a push to clean up its image. The city has been growing the number of family-friendly tourist spots in the hopes of becoming Thailand's "go to" tourist destination. Varithorn Srisattayawong, the Head of the Microeconomic Research Department at Kasikorn Bank, said: "Last year, we had a new water park open in Pattaya which was well received by tourists. So this latest venture is likely to help increase visitors to Pattaya."
The move has led to a change in visitor makeup - Lieutenant Colonel Aroon Promphan of the Tourist Police Division, said: "Visitor demographics are changing. Tourists now bring their children to visit Walking Street. In the past, I don't believe that families would bring small children here. This area has now become more family-oriented."
Pattaya's outskirts have now become home to a number of family-friendly tourist spots - such as a petting zoo, a vineyard, and one of the world's largest Buddha images - offering visitors more than what Pattaya had been known for in the past.
But with tourist numbers falling as a result of the country's political uncertainty, attractions like Cartoon Network Amazone are looking to the locals to keep its ambitious target of one million visitors in its first year afloat. Liakat Dhanji, CEO of Cartoon Network Amazone, said: "We're relying on the strength of domestic tourism. And I think the Asian growth story in tourism in the future is going to be about domestic demand. And currently, we feel that our breakdown will be approximately 60 per cent domestic and 40 per cent foreign."
Still, with ticket prices at almost US$160 for a family of four, they may be out of reach of the average Thai. Thus, Cartoon Network Amazone will be hoping that foreign tourists will see beyond the nightlife of Pattaya to explore the other attractions the city has to offer.
- CNA/ac