THE MALAYSIAN

ATTRACTIONS
BENCHMARK REPORT
MAATFA / The Park Database
Greetings
Welcome to the inaugural edition of the Malaysian Attractions Benchmark
Report.

With the generous participation of the Malaysian Association of

Amusement Theme Park & Family Attractions (MAATFA), we are proud to
present this snapshot of the Malaysian attractions industry. MAATFA
members have been generous with their time and resources, and for this
we are grateful.

The Malaysian attractions industry holds promise. The Malaysian

population is one of the youngest in Southeast Asia. Kuala Lumpur is a
major Asian metropolis with over 11 million visitors yearly, and has a
resident population that is among the regions wealthiest.

There are a wide range of unique attractions being developed or planned

in Malaysia.

Whether you are a developer, investor, planner, or just curious, it is our

hope you find this informative.

Wonwhee Kim
Founder, The Park Database

About The Park Database

We are the source for data and analytics in the attractions industry. We have a simple goal: to
aggregate information on every attraction in the world.
ABOUT MAATFA MISSION STATEMENT

The Malaysian Association of Family Entertainment Centres (MAFEC) was
established in the year 2001 and subsequently renamed Malaysian
Association of Amusement Themepark & Family Attractions (MAATFA) or Our mission is to serve the members by promoting higher
Persatuan Taman Tema dan Pusat Hiburan Keluarga Malaysia in the year standards of safe operations, quality and service meeting
2003. MAATFA represents the owners and operators of Themeparks,
growing expectations, create fair competition and foster a
Family Entertainment and Family Education Centers, including Supplier
Members. MAATFA is the Malaysian Representative of the Family spirit of cooperation to develop the industry in the face of
Entertainment Industry and is a proud member of the International regional competition.
Association of Amusement Parks and Attractions (IAAPA), including being
an affiliate member to a host of other international associations.

MAATFA was established for the sole purpose of bringing together

industry players in the common interest of developing the attractions
industry as a wholesome and safe family fun for guests, with the highest
level of professionalism, integrity, social responsibility, complying to all
applicable standards, laws and regulations. It also creates opportunities for
information sharing and business opportunities, education, formal and
social networking events and also work with the related local government
agencies to protect and support the continued growth and success of its
members.
VISION
Our Vision is to be recognized as a main driver of the Family
Entertainment industry and a resource for members to further develop
the business and industry. It aims to bring members together in the
interest of establishing Malaysia as a destination for themeparks and an
important catalyst for development and tourism in Malaysia.
overview
By 2018 Malaysia will count 3 world-class internationally branded theme parks along its North-
South corridor, from Johor Bahru to Ipoh, providing the destination with great tools to
strengthen its positioning as Asias preferred family holiday destination, which will hopefully
result in an increase in length-of-stay and repeat visitors. This is a great achievement and
contribution from our industry, which we should be proud of.

With both LEGOLAND Malaysia Resort and the newly opened Movie Animation Park Studios,
Malaysia is spearheading a new model of theme park development through partnerships
between experienced private investors and/or operators and state-owned companies, which
departs from the other model of private developers building theme parks in exchange for
government favors or land, which is increasingly showing limitations in terms of sustainability.

Furthermore, with Sunway Lagoons recent addition of Asias 1st Nickelodeon themed land
(Nickelodeon Lost Lagoon) and Themed Attraction and Resorts RM200million+ water park
under development in Desaru Coast, Malaysia will be home of two of the best water parks in
the region, therefore competing with Thailand, which has seen the recent addition of great
products e.g. Ramayana, Black Mountain and Vana Nava water parks.

Beyond theme parks and water parks we see a huge potential for indoor attractions with
hundreds of malls across the country crying for a new generation of lifestyle & entertainment
anchors to save them from increased competition and online retail. Maybe this is an
opportunity for Malaysia to develop a unique exportable know-how with support from the
government? After all Malaysia led the way for theme park (Sunway, TAR) and shopping mall
(Sunway, IGB, Pavilion) development in the region. Its time to be regional champions again.

We need to look at a new generation of indoor attractions different from traditional FECs or
indoor theme parks, such as Berjaya Times Square Theme Park, and more adapted to new
trends such as active play (e.g. District 21), edutainment (e.g. KidZania, Petrosains, Aquaria,
Entopia), lifestyle-driven (e.g. The Top) and IP-based (e.g. Angry Birds Activity Park, Thomas
Town, Sanrio Hello Kitty Town). But we should always be careful to build the right product for
the right audience and in the right location. If all projects announced or rumored get
developed, Malaysian malls will offer lots of exciting new indoor entertainment concepts
including wind tunnel, wave house, indoor skiing, VR theme park, RDE (Retail Dining
Entertainment) and fun museums.

Now, as mentioned above the role of government in regulating, guiding, supporting and
funding our industry is critical for its sustainability and long-term impact on the countrys
economy. This is why we believe government should increase the Tourism Development
Infrastructure Fund available for our industry, attract more talents, suppliers and investors
through incentives and special programs, and reconsider its proposed entertainment tax, which
goes against all required support.

- Thibault Paquin, CEO Celebrating Life, Proud Member MAATFA

Demographics
GDP / capita
Monthly Monthly 30,000
GDP per
GDP per Available Available
GDP (million capita change Median
City Population capita Leisure Leisure 25,000
USD, PPP) between Age
(USD, PPP) Spending, Spending,
2009-14, %
2014 2025
20,000
Singapore 5,472,700 365,928 66,864 4.1 $557 $867 34
Hong Kong 7,267,900 416,047 57,244 2.9 $477 $653 43 15,000
Taipei 7,099,300 327,295 46,102 3.9 $384 $585 39
Tokyo 37,027,800 1,616,792 43,664 1.6 $364 $433 46 10,000
Seoul 24,622,600 845,906 34,355 2.9 $286 $392 41
Shenzhen 10,768,400 363,228 33,731 7.8 $281 $642 37 5,000
Guangzhou 13,106,300 380,264 29,014 7.9 $242 $558 37

Kuala Lumpur 6,118,100 171,772 28,076 5.6 $234 $426 28 0

Malaysia China Thailand Indonesia Philippines Vietnam India Myanmar
Bangkok 15,567,700 306,765 19,705 2.3 $164 $211 36
Manila 12,856,400 182,842 14,222 4.8 $119 $198 24 GDP PPP
Jakarta 32,183,300 321,315 9,984 5 $83 $142 29
Ho Chi Minh
8,205,000 71,055 8,660 5.7 $72 $133 29
City
Mumbai 21,535,600 150,853 7,005 5.8 $58 $109 27
Chennai 9,062,400 58,625 6,469 6.5 $54 $108 27
Age Segmentation
60%

50%

40%

Malaysia is one of the With nearly 30% of

30%
standouts in the region, and the population
after Singapore, has the under 14 years of
highest per capita GDP in 20%
both nominal and PPP-
age, and almost Forward-thinking
adjusted terms in Southeast half its population developers and
Asia. Kuala Lumpurs GDP under 24, the investors targeting 10%
per capita translates into country is likely to the youth market will
$28,000 USD in PPP-adjusted
terms, which is nearly
experience a benefit. 0%
$10,000 higher than the next demographic Malaysia China Thailand Japan
Southeast Asia (ex dividend in the
Singapore) city. 0-14 years 15-24 years 25-54 years 55-64 years 65 years and over
years to come.
Average Attendance

55,000 1,350,000 51.75 112%

Min Max Average Guest Spending Average Total Spending as
on Admissions (RM) a % of Headline Ticket

Attendance
Characteristics Average Spending as a % of Ticket Revenues

7% 17% 0.2%
168,500 435,500 F&B Merchandise Other
Median Mean

1.9% 0.3% 4.6% Of the members surveyed, the attendance ranged from between 100,000 to just about 1.4 million.
There are no mega-theme parks in Malaysia yet. The attendance range for Malaysian attractions
is due to a variety of factors, including a stronger orientation toward smaller and indoor formats,
compared to other markets. Climate also cannot be discounted - during some afternoons, there is
a downpour every afternoon. There is no shortage of malls, and as indicated by Thibault Paquin,
this perhaps suggests the opportunity is in indoor formats.

Average per capita admissions revenues are around 52 RM, which translates into approximately $12
Design Day Min Max USD at current spot rates, and total per capita expenditures thus translate to around $13.50 USD.
Average Audience / Target Market

20% 11%
Families with
Adults 24+ children 0-9

25%
16% Families with
Young children 2-12
Adults 18-24

12% 15%
Families with
Teenagers
children 5-18
11-17

230
Average Length of Stay (minutes)

The target market for the majority of attractions are families. The most frequently cited trend
among respondents were an observation that family outings and family activities were
becoming more popular.

This is not to say, of course, that this is the only target market. Segments such as teenagers and
young adults still comprise a significant proportion of attraction visitors, and niche operations
targeting these segments are certainly successful.
HIGHEST RANKED Marketing Practices

1 2
Internet / Newspaper /
Websites Magazine
advertising
3
Email

3
Direct mail

5
Outdoor
advertising

x 6
Social media Other

The top marketing channel for attractions is the internet. Given this, it was somewhat surprising
that no respondent indicated that social media was a marketing channel worth mentioning.
Traditional print advertising in the form of newspapers and magazines were the second most
effective channel. Direct methods, such as email and direct mail, follow as a close third.

Trend-spotting
By far, the most interesting trend observed by respondents is the emergence of more active play,
such as obstacle courses, jungle gyms, and other highly kinetic activities. This looks to be a growing
trend in both Malaysia and globally.

Operational headaches cited by respondents were highly varied, from the entertainment tax of
25%, to issues with the staff customer services training program, to the perennial, somewhat
universal problem of a lack of attendance.
 MAATFA Members
20TH CENTURY FOX WORLD DD CREATIONS SDN BHD

A'FAMOSA RESORT DIGIPHOTO ENTERTAINMENT IMAGING

A'STARRIA AMUSEMENT SDN BHD DISTRICT21

AFORTUNE INTERNATIONAL PTE LTD EASI (M) SDN BHD

ANGELINE S P PHUAH ESCAPEROOM

ANIMATION INTERNATIONAL (M) SDN BHD EXA GLOBAL SDN BHD

AQUARIA KLCC EXTREME PARK

ASSOCIATION OF ZOO NEGARA MALAYSIA FEC ASIA DISTRIBUTOR

BAYOU LAGOON PARK RESORT FOCUS ACTION SDN BHD (SEE CHING PENG)

BEAUTIFUL WORLD TOURS & TRAVEL SDN BHD G. BRIAN OLIVER

BERJAYA TIMES SQUARE THEME PARK GALASYS SOLUTIONS (MSC) SDN BHD

BREAKOUT GOLDEN SYSTEM ENTERPRISE

BUKIT GAMBANG SAFARI PARK GREAT GODDARD GROUP SDN BHD

BUKIT GAMBANG WATER PARK GUANGZHOU WAHLAP TECHNOLOGY LIMITED

C.T WORLD LEISURE SDN BHD HAN YEW KONG

CELEBRATING LIFE LTD HENG ENGINEERING DESIGN & BUILD SDN BHD

CIRCUS CIRCUS AMUSEMENT SDN BHD I LOGIC SOLUTIONS SDN BHD

CLASSIC WORLD INCREDIBLE TRIUMPH SDN BND

COBAY SDN BHD INDAH MANUFACTURERS SDN BHD

COMET M-ONE SDN BHD INTRAMAS TECHNOLOGY SDN BHD

COPRA MILL LEISURE WORLD JASIN HOT SPRINGS

COSMIC FAMILY THEME PARK JNE&LC ASIA PTE LTD

COSMIC SPORTS & ENTERTAINMENT KENNY YAP

CP INCORPORATED SDN BHD KHANESAN A/L BALARAMAN

CYC LEISURE WORLD KIDLAND

 MAATFA Members
KIDS N KITS SDN BHD STEVEN CHANG BOON HONG

KINGSMEN-KEB SYSTEMS SDN BHD STYLE TRADING CO.

KL BIRD PARK SUNWAY LAGOON THEME PARK
KL UPSIDE DOWN HOUSE
SUNWAY LOST WORLD WATER PARK
KUALA LUMPUR CITY GALLERY
SURCO AMUSEMENT SDN BHD
LEGOLAND, KIDZANIA (THEMED ATTRACTIONS RESORTS & HOTELS SDN BHD)
TAN KOK AUN (M) SDN BHD
MA PRIVILEGES SDN BHD
TECH-STORE MALAYSIA SDN BHD
MADMONKEYZ
TREMENDEX SDN BHD
MANJIT SINGH SACHDEV. MOHD RADZI & PARTNERS
WALLTOPIA
MELAKA WONDERLAND THEME PARK & RESORT
WET WORLD WATER PARK
MERIDIAN TOURIST ACCESS SDN BHD (KL PASS)

MICHAEL LAI

MOVIE ANIMATION PARK STUDIOS (MAPS)

NATURE CRAFT SDN BHD

NINTENDO SDN BHD

NTK ENTERTAINMENT SDN BHD

ONE UNIVERSAL PRODUCTION

PARK GAMES EQUIPMENT (M) SDN BHD

PKAY MANAGEMENT SERVICES

POLIN WATERPARKS

QIRANA MA JU GROUP SDN BHD

REKA SETIA PLAYGROUND SDN BHD

SANDERSON GROUP INTERNATIONAL PTY LTD

SEPANG GOLDCOAST

SMALL SMALL WORLD AMUSEMENT SDN BHD