Theme for success: A chat with Dubai Holding Entertainment’s Fernando Eiroa

Dubai Holding Entertainment, the largest entertainment group in the region, has an expansive and diverse portfolio of parks and destinations.

Gulf Business caught up with Fernando Eiroa, CEO of Dubai Holding Entertainment, to learn more about the company’s innovative projects, including Real Madrid World, Global Village and the Coca-Cola Arena, its strategies for enhancing customer experiences, and the core values driving the group’s success.

How is Dubai Holding Entertainment positioned?

Dubai Holding Entertainment is one of the largest diversified entertainment groups in the region committed to solidifying Dubai as one of the most sought-after touristic destinations in the world.

We have an extensive portfolio of assets, parks and destinations, featuring unique experiences and attractions. This year has been particularly extraordinary for us, with all our assets performing exceptionally well.

The Real Madrid World theme park launched in April. Tell us more about it.

Dubai Parks and Resorts is the first theme park destination worldwide to have announced a major partnership with Real Madrid. The world’s first and only Real Madrid theme park celebrates the world’s love for sports and theme parks, presenting a unique adventure that has never been done or seen before.

The park hosts more than 40 themed experiences and attractions, including the region’s first wooden roller coaster, the world’s tallest amusement ride, a trophies arena, themed restaurants and retail stores.

I see Real Madrid World as an amazing project that mixes entertainment, education, and sport. It aims to encourage young generations to be active, providing entertainment options where children can run, play, and get tired. It’s also designed to be an experience that different generations can enjoy together, particularly through sports like football.

How are you promoting Real Madrid World to the rest of the region and the world?

We have a strong partnership with Real Madrid, and we work closely with them to promote the park through various channels. When we announced the agreement, we had over 3.5 billion impressions worldwide, which was phenomenal. We received calls and interest from all over the globe, indicating a massive impact.

Global Village is another key attraction under your portfolio. How has Global Village fared this year?

Global Village has performed extremely well, setting another record this year with Season 28. Last season, we welcomed more than nine million guests during Season 27, its highest-ever visitor numbers.

Global Village offers a unique multicultural environment with authentic food, products, and diverse entertainment, including laser shows, concerts and festivals. It’s one of the best entertainment experiences I’ve seen in my career, and I have worked in more than 20 countries. I anticipate that this year’s numbers will also be a record-breaking one.

How is the year looking for Coca-Cola Arena?

Coca-Cola Arena is having another record year in terms of shows, concerts, and visitation. The quality and size of events have been remarkable, making it a very busy and successful year for us.

What makes Dubai a popular draw for visitors?

Dubai is one of the top destinations in the world, and there are several factors contributing to its popularity. One of the standout aspects is how Dubai welcomes people from all over the world, embracing different cultures. It’s a melting pot of various languages, cultures, and religions, where everyone is made to feel welcome. Another significant factor is that Dubai is one of the safest places in the world. Visitors frequently comment on how safe they feel in the city.

Alongside its safety, Dubai offers a beautiful, clean environment with a plethora of experiences, including entertainment options, restaurants, and hotels. The combination of these elements – safety, inclusiveness, and a wide range of attractions –makes Dubai a highly attractive destination for tourists.

What is the strategy for differentiating your offerings from the competition?

Maintaining leadership in the competitive entertainment sector requires a keen focus on understanding and meeting customer needs.

At Dubai Holding Entertainment, I believe this means actively engaging with our customers to gather their feedback and preferences. I emphasise the importance of communication, encouraging my team to talk to customers regularly to find out what they want to see in our parks and destinations.

Once we have this information, we work together to create plans that align with customer expectations. Our strategy involves leveraging a robust marketing department, alongside our operations and strategy teams, to ensure our offerings resonate with our audience. By listening to our customers and adapting our services accordingly, we continue to differentiate ourselves and maintain our leadership in the industry.

How is Dubai Holding Entertainment promoting destinations during the summer, considering the challenging weather?

Authentic theme parks are ideally outdoor, but we understand the summer heat. At Dubai Parks, we have a 60,000-square-metre indoor building with various attractions. We also offer water parks and indoor attractions like Green Planet, providing a mix of indoor and outdoor experiences.

Are there any upcoming projects our readers can look forward to?

We have several exciting projects that we will announce soon, including enhancements to Dubai Parks and the new Real Madrid World Park.

Our focus is on affordably providing valuable family experiences, allowing families to enjoy quality time together.

What are the key values you espouse as a leader, and what advice would you give other leaders?

Understanding the market is crucial. Don’t make decisions without understanding it. Know your team and identify their strengths to maximise their potential. Think outside the box and bring in fresh perspectives from other industries.

Lastly, promoting gender equality and diversity is essential. These values drive our success at Dubai Holding Entertainment.