Riding the heatwave: Water parks in India see surge in summer footfall

With an early onset of summer and mercury levels rising, crowds are making a beeline for water-themed parks to escape the relentless sun. The rush is part of a larger trend where theme parks are seeing a surge in footfall, translating into a significant chunk of their annual revenue.

This demand spike is not confined to India alone, the global water rides market was valued at $2.5 billion in 2023 and is expected to nearly double to $4.6 billion by 2032, growing at a CAGR of 6.7 per cent, as per a report by Data Intelo. The Asia-Pacific region, in particular, is witnessing rapid growth, driven by evolving consumer preferences and rising investments.

In India, summer demand has translated into a robust visitor turnout for players like Wonderla and Imagicaa. Imagicaa has recorded a 60-70 per cent rise in footfall compared to last year, despite ongoing school exams. Meanwhile, Wonderla reports that summer alone contributes nearly 40-45 per cent of its annual ticketing revenue

While water parks in most states are largely seasonal, drawing the biggest crowds during peak summer, some regions experience sustained demand. “In states like Tamil Nadu and possibly Kerala, where the summer season stretches longer, it’s business is as usual almost every day,” says Harish Bijoor, Business & Brand Strategy Expert.

Wonderla has observed significant seasonal spikes in specific locations. Its Bhubaneswar Park attracted nearly 60 per cent of its annual footfall during this period, while Hyderabad saw close to 50 per cent of its total visitors in the summer months.

Pricing Strategies & seasonal tailwinds

To capitalise on the demand, operators have introduced dynamic pricing models, adjusting ticket rates between weekdays and weekends to optimise footfall. The upcoming Holi weekend (March 14-16) is expected to further boost attendance, says Dhimant Bakshi, CEO, Imagicaaworld Entertainment Ltd.

Consumer behavior is also shifting. “We’ve observed a significant increase in per-capita spending on food, beverages, and merchandise at Wonderla during summer—nearly 35-40 per cent of our annual non-ticketing revenue comes from these months alone,” says Arun K. Chittilappilly, Executive Chairman and Managing Director of Wonderla Holidays. Ice creams, cold drinks, and fast food become top-selling items as families spend an entire day at the park.

However, not all parks are experiencing the same trend. Imagicaa has noticed a 6 per cent dip in non-ticketing revenue, indicating a cautious approach to discretionary spending, particularly on merchandise.

Expansion and new offerings

Beyond pricing, players are expanding their attractions and upgrading amenities to keep visitors engaged. Wonderla is experimenting with its extended hours, particularly in the summer when cooler evenings drive demand for nighttime entertainment. The company has also invested ₹12 crore in a new banquet facility, enabling it to cater to 1,200 guests at a time.

Imagicaa, meanwhile, has increased its daily footfall capacity by 30 per cent, especially on peak days, to accommodate the growing demand for immersive leisure activities. Looking ahead, the company plans to add one new park every year for the next five to six years, targeting both tier-1 and tier-2 cities with developing infrastructure and improved connectivity. It has also begun consolidating water parks under the Imagicaaworld brand portfolio and plans to raise ₹345 crore to fund future acquisitions and expansions.