There is a section of the Gold Coast where two theme parks are so close together that, on a clear day, you can practically hear the screams from one while waiting in line at the other. For many years, Dreamworld and Wet’n’Wild have been neighbors at the northern tip of the Gold Coast. During that time, their rivalry has been simmering beneath the surface, courteous in public but competitive in everything else. But recently, that rivalry has begun to emerge.
Originally known as Cade’s County Waterpark, Wet’n’Wild Gold Coast is owned and run by Village Roadshow Theme Parks. It first opened its doors in 1984. For any attraction, that is a lengthy history. After more than 40 years of waves, slides, and sunburned families, the park has never quite held the same cultural significance as Dreamworld, which boasts Steel Taipan coasters, Australia’s largest theme park footprint, and a Big Brother revival. It’s possible that Wet’n’Wild was always considered the backup plan, the place you went when Dreamworld was too packed or you had a limited budget.
It appears that this view is evolving. Wet’n’Wild will receive a significant portion of the approximately AU$70 million that Village Roadshow has committed to investing throughout its theme park estate. The Zoom Zone, a brand-new four-slide complex that will take the place of the previous AquaLoop attraction at the end of 2025, is currently the most noticeable outcome. One minor but significant detail is that all of the slides are single-rider designs. It solves a problem that park patrons had been quietly complaining about for years: the park wasn’t very friendly to lone guests or odd-numbered groups. That’s the kind of conflict that subtly reduces return business but doesn’t make headlines.
As this develops, it’s difficult to ignore Wet’n’Wild’s actions, which seem more like strategy than reaction. In addition to Zoom Zone, the park offers free BBQ use to guests, which is a surprisingly successful move. It’s one of those choices that, while seemingly insignificant on paper, appeals to families who are already figuring out how much a theme park day will cost. That kind of small sacrifice usually fosters loyalty more quickly than a brand-new ride.
Dreamworld’s rivalry has a lengthy, sometimes tense past. Village Roadshow publicly criticized Macquarie Leisure Trust Group’s 2005 announcement of plans to build a stand-alone water park within the Dreamworld complex, spending $56 million to directly compete with Wet’n’Wild.
At the time, their chief operating officer contended that instead of sending the same crowd back and forth between rival parks, the funds would have been better used to attract completely new tourists to the Gold Coast. It was a plausible argument. Additionally, nothing changed.
Dreamworld is currently moving forward with a $150 million expansion plan that calls for the construction of a 30-hectare resort, homes, and new tourism center. It is difficult to match the scope of that ambition. Dreamworld’s parent company, Coast Entertainment Holdings, is obviously thinking in decades rather than seasons. In light of this, Wet’n’Wild’s improvements may appear modest, but modesty isn’t always a sign of weakness. As long as it remains focused, a well-managed park with the ideal balance of value, accessibility, and slides can compete with something much more costly.
Whether Wet’n’Wild’s current investment cycle will be sufficient to significantly change how guests decide between the two parks is still up for debate. Since Village Roadshow’s parks and Movie World share an annual pass model, there is some blurring of the competitive dynamic because many people visit both. However, individual parks continue to vie for the few days that tourists set aside, particularly for visitors from other states and first-timers who are only interested in one Gold Coast experience.
It’s evident that Wet’n’Wild is no longer satisfied with being the older, more reserved neighbor. The Zoom Zone is available. The barbecues are complimentary. The park claims that new developments are in the works. It remains to be seen if that will be sufficient to bridge the perception gap with Dreamworld, but at least the park is raising the issue.
