Page 42 - December 2020 January 2021

speCial feature: IMMERSIVE ATTRACTIONS & EXPERIENCES

Enter A

New World

In a year where people have been confined to their homes due to global pandemic, the
idea of immersive attractions and experiences outside the house is more appealing than

ever. With new technology making the experiences more ‘real’ than ever and with an
increasing variation of activities to experience, the thirst for new experiences is at an all-
time high. Here, RLI offers an overview of the sector and highlights a selection of the

most exciting, unique and game-changing experiences on offer.

he attractions industry is constantly changing, personalised, interactive, unique and shareable. Plus they need
utilising innovative technology and attempting a great story. Tech can enable, intellectual property can inspire,
to meet customer demand for new and we should all be working towards a greener future.
Texperiences. Visitors today expect state-of- Through virtual, augmented and mixed reality, customers
the-art technology, authentic immersion and customised are immersed in an artificial environment. Most of the time,
experiences – ideally all at the same time. The overall trend they interact through helmets and motion sensors, they feel
is one of experiential convergence. physically immersed, thanks to digital technology. Brands have
According to Charlotte Coates’s Blooloop article understood the opportunity that augmented reality represents
‘Transporting guests to new worlds: the appeal of immersive and took advantage of it for different objectives: team building,
experiences’, modern visitors are more likely to spend their trade shows, expositions, social networks, sales and publicities.
hard-earned money on experiences rather than products. For Referring back to Charlotte’s article, she also mentions that,
instance, they want to enjoy memorable days out, visits and at first glance, it might seem that immersive experiences such
experiences that they can share with friends, filling their social as these aren’t particularly suitable for the post-pandemic,
media accounts with fun images and videos. social distanced reality we will find ourselves in next year, but
An article from Bea Mitchell, a journalist specialising in operators all over the world are already stepping up to the
entertainment and attractions, also on Blooloop, explains that challenge in order to bring the fun to audiences at a time
guest experiences should aim to be authentic, immersive, when they perhaps need it most.

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