In the dynamic leisure and tourism sector, few professionals combine passion, experience and vision like the professional we bring you in this new interview. With more than two decades in the industry, his career spans from resorts in South Africa to iconic international attractions such as Ski Dubai, Laguna Waterpark and Desert Falls Water & Adventure Park. Follow along to explore the milestones that have defined his career, lessons learned and his perspective on the future of the industry.
Amusement Logic: What made you decide to pursue a career in the leisure and tourism sector, and what excites you about this industry?
Adam Du Plooy: I grew up in a family deeply rooted in the leisure and tourism sector in South Africa. My mother was a resort manager, so I spent much of my childhood in and around pools and resorts. I began lifeguarding at a young age, and by the time I turned 16, I started working as a volunteer lifeguard at a well-known holiday resort. It was there that my passion for the industry truly took hold.
A.L.: After more than a decade in the leisure and waterpark industry, how has customer perception of leisure evolved and what strategies have you implemented to adapt to those demands?
A.D.P.: Over the past few decades, I’ve observed a significant shift in guest preferences, with a growing emphasis on immersive experiences, sustainability, and technological innovation. Guests today value unique, personalized, and memorable experiences that go beyond the ordinary.
I’ve also noticed an increased awareness around sustainability, with many guests actively seeking resorts and parks that prioritize eco-friendly practices, such as renewable energy usage and water conservation. This conscious approach has become a key factor in their decision-making process. Additionally, there is greater scrutiny on health and safety standards, with guests paying close attention to how well we implement water safety measures, staff training, and enhanced hygiene protocols. To address these evolving expectations, we focus on transparent communication and education.
We use social media channels to showcase our initiatives and offer engaging programs, such as the Junior Lifeguard Academy, as part of our CSR efforts. These programs not only educate guests but also reinforce our commitment to sustainability, safety, and creating exceptional guest experiences.
A.L.: In your previous experience at Ski Dubai, you worked in a unique environment combining snow and entertainment in a desert. What key lessons did you take away from managing such an innovative and challenging attraction?
A.D.P.: Working at Ski Dubai was an incredible experience for me. Coming from an aquatic background, it was quite an adjustment to adapt to working inside a snow dome. However, from an operational standpoint, the transition was relatively smooth, as there was a strong focus on health and safety, guest experience, and innovation—areas I was already familiar with.
One of the key lessons I learned at Ski Dubai was the importance of continuously exploring new ways to utilize the facility to create unique events and experiences. From hosting the annual Ice Warrior Obstacle Race and snow running events to organizing FIS-sanctioned competitions and even contributing to the creation of the Emirati skiing team, which aimed to represent the UAE at the Olympic level, every initiative was both challenging and rewarding. These experiences not only enriched my career but also deepened my appreciation for innovative event planning and facility management.
A.L.: Laguna Waterpark represents a milestone in your career, especially in leading its development and opening. What skills do you consider essential to managing pre-opening projects and ensuring their success?
A.D.P.: Laguna Waterpark was one of my favorite projects, as I had the opportunity to be involved in every stage—from the design and concept phase to construction, pre-opening, and eventually managing the facility. Being part of all these phases allowed me to collaborate closely with the design team, ensuring the creation of a facility that worked seamlessly for both guests and team members. For instance, we were able to optimize pool layouts to reduce the number of lifeguards needed to oversee specific zones, thereby lowering payroll costs while maintaining safety standards. This hands-on involvement taught me the value of strong project management skills, which are essential for strategic planning, risk management, and keeping the project on schedule and within budget. A deep understanding of waterpark systems and local regulatory compliance is also crucial in this role. However, the most critical aspect is leadership and team management. Successfully managing internal teams, third-party contractors, and resolving conflicts is vital, especially when tensions run high as deadlines approach. This experience strengthened my ability to balance technical expertise with effective communication and leadership to ensure the project’s success
A.L.: At Wild Wadi Water Park you oversaw large multicultural teams. What strategies did you use to foster cohesion and motivation in such a diverse environment?
A.D.P.: When we first opened Wild Wadi in 1999, the team comprised over 100 different nationalities. Coming from South Africa, this was an incredibly unique experience for me, and I fully embraced the opportunity to be part of such a multicultural team. I believe that having a diverse team is a tremendous strength, as it allows you to constantly learn new perspectives and ways of seeing the world. While some may initially experience a sense of culture shock when joining such a diverse team, most people adapt quickly and come to appreciate the richness of learning from others’ backgrounds. To foster cohesion and motivation within the team, I implemented several strategies to create a culture of inclusion and respect. These included conducting cultural awareness training, promoting inclusive leadership, and ensuring that all voices were heard and valued. These initiatives not only strengthened team unity but also enriched our collective work environment, making it a truly rewarding experience for everyone involved.
A.L.: During your time in Abu Dhabi, you contributed to the development of the region’s first resort-style public beach. How do you think these types of initiatives can impact the tourism perception of a region?
A.D.P.: During my time in Abu Dhabi, our goal was to create a public space that could be enjoyed by everyone while respecting cultural norms and sensitivities. The development of the Corniche Beach included a free public beach, a private paid beach for families, and a private paid beach exclusively for ladies. This thoughtful design ensured accessibility while catering to diverse community needs. A major focus of the project was water safety. I collaborated closely with the local municipality and a third-party lifeguard supplier to establish a world-class rescue team, ensuring the safety and well-being of all beach visitors. One of my proudest achievements during this time was contributing to the region’s first-ever Blue Flag beach. This was an incredible project that involved working alongside stakeholders from Abu Dhabi Municipality, the World Wildlife Fund, and John Buck International. Together, we created an exceptional Blue Flag facility featuring a pristine beach, clean water, world-class amenities, and an educational program that emphasized environmental awareness. It was immensely rewarding to see this initiative come to life, setting new benchmarks for beach development in the region
A.L.: With more than 20 years of experience in the industry, how do you define your leadership style and how has it evolved throughout your career?
A.D.P.: I have always considered myself a hands-on leader. Over the past 25 years, I’ve had the privilege of managing a variety of teams, ranging from a small beach club team of 15 to teams with over 200 staff members. As a leader, consistency is key—showing up for your team, leading by example, and being willing to roll up your sleeves to assist whenever needed. Managing a diverse team, especially while living overseas, requires more than just professional guidance. Many team members may be away from home for the first time, facing unique challenges. In such cases, a leader often takes on multiple roles, sometimes acting as a mentor, a brother, or even a father figure, providing support during difficult times and being someone they can rely on. Above all, I firmly believe in treating people the way I would like to be treated. This principle has been the foundation of my leadership style, fostering trust, respect, and a strong sense of camaraderie within my teams.
A.L.: From your position as general manager of Desert Falls Water & Adventure Park at Hilton Salwa Beach Resort & Villas in Qatar, a destination that combines luxury accommodations and unique attractions, how do you balance operational excellence with creating memorable guest experiences.
A.D.P.: I joined Hilton Salwa Beach Resort & Villas in the summer of 2024, and it has been an extraordinary journey to be part of this world-class resort and its remarkable leadership team. What truly stands out to me is the collective commitment to a singular vision: to establish ourselves as the number one family leisure destination in the region. Achieving this goal requires a strategic balance between operational excellence and delivering exceptional guest experiences. At the heart of our approach are deeply ingrained values rooted in our hospitality philosophy, which emphasize attention to detail, innovation, and genuine care.
To ensure excellence, we prioritize building a motivated, inclusive, and guest-focused team. By empowering our staff and encouraging their growth, we create an environment where everyone is driven to exceed expectations. At the same time, we maintain rigorous operational standards, ensuring every guest encounter is seamless, memorable, and reflective of the luxury we represent. This dual focus allows us to not only meet but exceed guest expectations while fostering a culture that values innovation and continuous improvement.
A.L.: Hilton Salwa Beach Resort & Villas is home to a wide range of activities, including the Desert Falls water park. What strategies do you implement to maximize the potential of these facilities as an attraction factor for international tourism in Qatar?
A.D.P.: At Desert Falls Water & Adventure Park, our strategy is to position ourselves as a premier entertainment hub, appealing to diverse international audiences. We achieve this by offering an unparalleled variety of attractions designed to cater to all preferences—from water slides and wave pools to adventure activities like go-karting, cliff jumping, laser tag, and scuba diving. This versatility allows us to engage families, adventure seekers, and leisure travelers alike.
Collaboration is key. We work with local and international partners to create tailored experiences, such as events like “Kabayan Fiesta” and “DesiFest,” which resonate with global communities. Guest-centric initiatives, such as evolving our Ladies Night into a weekly Ladies Day due to popular demand, reflect our commitment to listening and adapting to guest preferences.
Our unique location, just an hour from Doha, offers a perfect blend of luxury and adventure, providing international visitors with a tranquil escape from the city. To enhance our reach, we employ targeted marketing strategies, including digital campaigns, partnerships with tourism boards, and influencer collaborations, ensuring our offerings reach audiences worldwide.
By aligning with Qatar’s growing reputation as a luxury destination and continually evolving our offerings, we aim to deliver a one-of-a-kind experience that creates lasting memories for guests from around the globe.
A.L.: Looking ahead, what trends do you think will dominate the leisure and hospitality industry in the next few years and how do you plan to position yourself against them?
A.D.P.: The leisure and hospitality industry is rapidly evolving, driven by changing guest expectations, technological advancements, and an increasing emphasis on sustainability. Among the trends we foresee are a growing demand for experiential and adventure travel, greater personalization, and the adoption of emerging technologies like virtual reality (VR) and artificial intelligence (AI).
These trends align closely with the offerings at Desert Falls Water & Adventure Park. Our combination of a themed water park and a diverse adventure park caters to guests seeking immersive, adrenaline-filled experiences. We remain agile by staying attuned to guest feedback and incorporating their preferences into our planning and decision-making.
Sustainability is another major focus. We are committed to reducing our environmental footprint through innovative practices while enhancing the guest experience. From eco-friendly initiatives to exploring smarter resource management, we aim to lead by example in this space.
Ultimately, our strategy is to stay ahead of these trends by leveraging technology, fostering creativity, and maintaining an unwavering commitment to delivering world-class experiences. By doing so, we position ourselves as a destination that is not only relevant but also unforgettable.
