Earlier this year, from February to June, Breda University of Applied Sciences graduation student João Camurri Fiães was challenged to uncover the sustainability situation in the European attractions and theme parks industry. The research was commissioned by Jeroen Nijpels, owner and managing director of JNELC, who wished to understand this situation and identify initiatives not all players are yet taking advantage of.
By collecting more than 600 initiatives from the 2022 top 20 European theme parks and interviewing industry experts, such as Andreas Andersen (Liseberg) and Veronica Celis Vergara (Maurer Rides), João created an overview to understand where the industry focuses and what areas need improvement. Results show that the analyzed theme parks have devoted 53% of their ESG focus to social, 41% to environmental, and 6% to governance initiatives over the recent years. Interestingly, the same level of analysis could not be done for manufacturers because sustainability data is unavailable online.
Discrepancy between players
The research shows significant differences within the same industry. While some theme parks have already set specific and measurable sustainability goals presented in reports, others do not even share sustainability information on their websites. Similarly, manufacturers do not share much on sustainability. However, they highlight the longevity and safety of their rides, which could be linked to and used as sustainability data on their websites. Curiously, most manufacturers do not do so yet. Despite differences, one thing is clear and essential for all players: it is time to be transparent and share more information on sustainability.
Industry experts share their thoughts
Leaders of the industry believe sustainability still has a long way to go. They highlight that it is still not a priority because time, money, and other factors come first. They believe it is time to focus on it and create tipping points so that initiatives, such as solar panels, become more and more accessible to all players. In addition, they indicate it is difficult to compare theme parks and manufacturers nowadays as there are no industry standards on sustainability – a situation that is soon to change – and are eager to see how the upcoming developments, such as the Corporate Sustainability Reporting Directive from the EU and GSTC’s (Global Sustainable Tourism Council) Attraction Criteria will help push the sustainability agenda forward.
Recommendations
After analyzing its findings and coming to conclusions, João recommends the following for a greener future:
- Report on sustainability and create specific and measurable goals
- Develop a best practices document
- Foster industry collaboration and create sustainability awards
- Improve website communication and transparency on sustainability
- Humanize the science behind manufacturing.
Printed version of the research
The author transformed the research into a book, which will be available in limited printed copies during IAAPA Expo Europe and online on JNELC’s website after the press conference on Wednesday, September 25th at 3:30 p.m. With it, JNELC and João want to show the attractions and theme parks industry that it is time to improve its game and ignite a sustainability discussion within the continent and worldwide.
