The city that already houses the world's tallest building and world's most luxurious hotel is adding a new one to its slate: The world's largest indoor theme park.
The $1 billion project opens Wednesday in Dubai and it's the size of 28 football fields. Called IMG Worlds of Adventure, the park features rides with characters from Cartoon Network and Disney's Marvel universe, including Spider-man and the Hulk.
Governments across the Middle East are eyeing tourism to fight off plunging oil revenues. By the time Dubai hosts The World Expo in 2020, Dubai aims to attract 20 million visitors annually. Last year, 14 million visitors came, according to its Department of Tourism and Commerce Marketing.
The region has ambitious plans to open a number of parks over the next few years. Saudi Arabia is planning to open a Six Flags, Doha aims to open a park inspired by the game, "Angry Birds," and Abu Dhabi is planning a Warner Bros themed-park.
Meanwhile, next month, Dubai Parks and Resorts, a state-backed company, is launching a mega-theme resort which includes Lego Land and a Bollywood-inspired park.
According to PwC, the U.A.E. will attract 18 million theme park visitors annually by 2021.
The surge in the region comes at a time when entertainment brands continue to eye emerging market growth. A third Disney-themed park opened in Asia this Summer, Shanghai Disney Resort.