UNIVERSAL Studios Escape claims the launch of its second theme park, Islands of Adventure, will allow it to ride out the current decline in the Florida market, writes Tanya Jefferies from Florida.
Sales and marketing director for Europe Jo Rzymowska predicted that total UK business to Florida would be down by 5% this year, but that Universal would still see a big increase in visitors due to interest in its new theme park.
Islands of Adventure officially opens for business on May 28, but sneak previews began at the end of March. A new entertainment complex, Universal Studios CityWalk, is already open, and the company’s first hotel, Portofino Bay, will open in September.
Rzymowska said:”I think it will end up about 5% down on last year, but that will still be well over 1m people. At the moment I wouldn’t say it’s a major concern.”
She said Keith Prowse has already reported a 150% increase in its Universal business compared to this time last year. Rzymowska said research on Florida showed that the destination consistently exceeded customers’ expectations, and if new theme parks were launched these visitors would come back.
Universal is planning to take 150 agents on educationals to Orlando by the end of the year.