The Harry Potter franchise represents one of the most underutilized opportunities in the theme park sector, despite its massive global success. With over 600 million books sold worldwide, 11 films generating $9.7 billion in box office revenue, and the latest video game earning $850 million in just two weeks, you’d expect Potter attractions everywhere. However, only three countries currently host these magical experiences, and that’s about to change.
Back in November 2022, Warner Bros. made a groundbreaking announcement that would alter the theme park landscape forever. The studio revealed plans for a Harry Potter-themed land at Warner Bros. World Abu Dhabi on Yas Island, marking a significant departure from their exclusive partnership with Universal Studios. This move opened up new possibilities, as Universal had previously been the sole operator of Potter attractions across the United States, China, and Japan.
The Universal Partnership Success Story
Universal’s Potter lands have proven incredibly successful, featuring life-sized recreations of iconic locations like Hogwarts Castle and Diagon Alley. These areas showcase cutting-edge attractions, including rides that use robotic arms on roller coaster tracks to simulate broomstick flight alongside movie characters. Another innovative coaster rotates to face massive 3D screens, immersing guests in chase scenes through Gringotts bank vaults. The newest attraction takes visitors on adventures in an enchanted elevator that actually moves up and down as it travels through different scenes.
When the first Potter land opened at Universal’s Islands of Adventure in Orlando in 2010, Warner Bros. had limited theme park options. Their existing parks in Spain and Australia, while attractive, weren’t industry leaders capable of properly showcasing such a prestigious brand. Warner Bros. Movie World Australia had actually attempted a Potter walk-through attraction featuring film sets in 2001, but it closed just two years later to make room for a Matrix-themed exhibit.
Warner Bros. World Abu Dhabi Changes Everything
The landscape shifted dramatically in 2018 with the opening of Warner Bros. World Abu Dhabi on Yas Island. This indoor park quickly earned recognition for its exceptional attention to detail and immersive theming. Rather than offering typical behind-the-scenes movie tours, Warner Bros. World places visitors directly into recreated worlds where screen characters supposedly live.
The indoor setting allows for incredibly intricate details that surpass even Universal and Disney parks, which must contend with outdoor weather conditions. The park cleverly conceals ride buildings behind internal walls, creating complete fantasy immersion that outdoor parks cannot match. Unlike traditional theme parks where massive ride buildings telegraph what’s coming, Warner Bros. World integrates elaborate ride entrances into full-sized houses, caves, and towers along internal walls.
Every element contributes to the immersive experience. Cloud-shaped lighting keeps animated character areas bright and cheerful, representing perpetual midday. Meanwhile, Gotham City maintains a gloomy atmosphere with soot-stained skyscrapers and clocks set to just after midnight, reflecting Batman’s nocturnal crime-fighting schedule. Superman’s Metropolis features a domed ceiling with projections and paintings of an endless golden-hour sky.
The attention to detail extends to artificial building windows with curtains and flower boxes, manhole covers embedded in floors, and custom scents wafting through each themed area. The design team behind this achievement comes from Thinkwell, a division of design company TAIT, founded in 2001 by former Universal Studios designers who created some of the industry’s most engaging attractions.
Thinkwell’s portfolio includes work on Universal Studios Singapore and the Warner Bros. Studio Tour in Hollywood, but their most recognized project spans across the Atlantic. In 2012, Warner launched a backstage tour of Britain’s Leavesden Studios, where all eight Harry Potter films were produced. This tour takes guests behind the scenes with concept art, models, costumes, and props ranging from countless wands to full-sized robotic creatures that move at the touch of a button.
The tour features actual sets where Daniel Radcliffe and his co-stars performed, including the Great Hall of Hogwarts Castle, the greenhouse where guests can pull squealing plants, and Harry’s foster family’s house. These authentic sets, built from original movie blueprints, actually look more realistic than Universal’s themed lands. The tour’s success has led to a second location in Tokyo, with Shanghai planned for the future.
Abu Dhabi’s Strategic Vision
Miral, Abu Dhabi’s government-backed theme park operator, chose Thinkwell for Warner Bros. World as part of their strategy to compete with Disney and Universal. Miral has built a reputation for quality attractions that maximize visitor attendance, but their goals extend beyond ticket sales. The Abu Dhabi government is developing leisure facilities to diversify the economy away from fossil fuels as reserves dwindle. Bigger parks featuring major brands attract more visitors, accelerating economic diversification.
Harry Potter represents the logical next step given the franchise’s broad fanbase. However, creating attractions that meet Miral’s high standards requires more than magic. The 2022 Potter announcement noted that groundbreaking would occur at an undisclosed date, and Miral has remained silent about timeline details until recently.
In a recent interview, Miral CEO Mohamed Al Zaabi revealed that “there will be a great announcement this year with a great milestone. Stay tuned, you will hear good news. I’m very excited about it, the project is moving in the right direction and I can’t wait to open that expansion.”
Get ready for a "whole new world!" A seventh @disney destination is coming to Abu Dhabi. @rebeccajarvis sat down with @robertiger to talk about "the most technologically advanced theme park that we've ever built." https://t.co/V52zirwGsx pic.twitter.com/bJywClYxDp
— Good Morning America (@GMA) May 7, 2025
While the design company remains unconfirmed, Thinkwell seems the logical choice given their work on Warner Bros. World and the studio tours. Abu Dhabi’s Potter area could potentially combine Universal’s ride experiences with the studio tour’s authenticity. With substantial government funding, designers could create the most comprehensive Potter attraction ever built.
Middle East publication MEED recently reported that the area will include three new rides, retail outlets, and dining facilities. The construction contract value reportedly ranges between $545 million and $816 million, adding 40,000 square meters to Warner Bros. World’s footprint – approximately a 26% expansion. The report suggested Canadian firm EllisDon as project consultant, French company Egis as lead designer, and local firms Emirates Electrical & Instrumentation Company and NSCC International handling various construction aspects.
However, no construction signs have been photographed specifically mentioning the Potter area. Themeparx, a leading source for theme park construction images, posted a sign referencing ‘Warner Bros. World Phase 2 Expansion,’ which may not necessarily include Potter elements. Miral has also announced two new attractions for the DC Comics superhero sections, and evidence suggests one entrance might be located where a washroom area between Metropolis and Gotham City has been closed off with ‘Lexcorp’ banners.
Miral responded to MEED’s construction report by stating they “do not comment on speculative and inaccurate information from unknown sources.” The report contained at least one clear error, incorrectly listing Leavesden as the “world’s sixth Harry Potter-themed park” when it’s actually a studio tour facility.
The Abu Dhabi Potter project has indeed had an extended development timeline. In January 2023, Al Zaabi mentioned that “my team, they are going in and out the US to go through many stages of design and many drafts and versions…I’m sure the quality of the master plan, the quality of the design, will be either at the same level or I’m pushing my team to be even better than what you have seen in Warner Bros.” He described the Potter area as a “gamechanger for us.”
Warner Bros. World’s exceptional quality convinced the studio to entrust their most valuable intellectual property to Miral, making them the only theme park operator outside Universal with Potter ride rights. Al Zaabi revealed that discussions began in 2018, literally one hour before Warner Bros. World’s grand opening on July 24th. Key figures including then-Warner Bros. chairman Kevin Tsujihara, Miral chairman Mohamed Al Mubarak, and Warner Bros. consumer products president Pam Lifford were present for these initial conversations.
Following market research across India, China, Europe, and the Gulf Cooperation Council region, Harry Potter emerged as the top choice for the next intellectual property addition. According to Al Zaabi, “It took us some time to discuss, agree on commercial. But I think what helped us to close that deal is Warner Bros. they saw the quality of what we can deliver and the quality of the service and operation.”
While the Potter area’s opening date remains unknown, Abu Dhabi is already welcoming Harry Potter experiences. This week, Harry Potter: The Exhibition opened on Saadiyat Island’s museum district, marking the exhibition’s first Middle East appearance. Visitors can examine film props up close and participate in iconic activities like potion mixing and Quidditch. The exhibition runs until September 21st.
Later in September, the Harry Potter Film Concert Series will arrive at Yas Island’s Etihad Arena. Harry Potter and the Sorcerer’s Stone and Harry Potter and the Chamber of Secrets will be screened on a 40-foot display while the Armenian State Symphony Orchestra performs John Williams’ score live.
Miral’s extended development timeline might prove beneficial. Since the 2022 announcement, Warner has revealed plans to reboot the series with new actors on HBO’s streaming platform in 2027. This could potentially impact Universal’s Potter attractions, which heavily feature the original films’ stars and sets. Abu Dhabi might have the opportunity to integrate new actors from the start if the HBO series succeeds.
Another significant development has emerged since the Yas Island Potter announcement. A Disney park is also planned for Abu Dhabi in the coming years, meaning the Potter attraction must be substantial enough to compete with Disney’s offering. The upcoming announcement should reveal what strategies Miral has developed to meet this challenge.
Market Implications
The Harry Potter theme park expansion represents a significant development in the entertainment sector, though it maintains a neutral outlook for broader market sentiment. This announcement reflects ongoing diversification efforts in Abu Dhabi’s tourism industry without indicating immediate widespread market implications.
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