The United Arab Emirates (UAE) is considered as one of the most preferred destination for international tourists visiting the Middle East region. Theme parks have emerged as one of the most crucial factors for boosting tourism in UAE. Leisure and entertainment have been key factors that have influenced the development of theme parks, and as a result, there exist a positive relationship between the number of international visitors and increasing theme park attendance. The government played a vital role in the success of the theme parks in the UAE. With the UAE government looking to ensure the Emirates become a regional and global themed leisure and entertainment destination, this initiative provided new investors with an incentive to put their capital into local businesses, and the rapidly expanding tourism industry provided an excellent opportunity for it. Ferrari World is a promising amusement park in Abu Dhabi and also in the world and has significantly established its position as a key entertainment establishment on the Yas island. However, its sustainable developent raises the following question: How could Ferrari World ensure further growth of its revenue, given the increased competition? This paper analyzes the key competitive advantage Ferrari World enjoyed over its competition and examines if Ferrari World could sustain it for an extended period.
Case – Reference no. 523-0107-5
Authors: Mateev, Miroslav; Nair, Kiran; Mishra, Mahima
Published by: Abu Dhabi School of Management
Published in: 2023
Length: 16 pages
Topics: Marketing
