Listen to a leader in the world of leisure and tourism as he graciously shares his inspirational career. With a dual education in vibrant Southeast Asia and sophisticated Europe, his passion for creating unique experiences has led him to manage iconic projects such as the Meryal waterpark in Rixos Qetaifan Island North, Qatar, or the Adventure Waterpark Desaru Coast in Malaysia. Today general manager of leisure for Only World Group Holdings, yesterday vice president of KidZania Kuala Lumpur, during his career he has constantly demonstrated that innovation, sustainability and culture go hand in hand. See the challenges he has overcome and read the advice he has for those who dream of stamping their mark on this dynamic sector.
Amusement Logic: You did extensive training and education in leisure and tourism in Malaysia and France. What made you so determined to pursue a career in this sector?
Shahrul Nizar: My passion for leisure and tourism stems from a deep-seated desire to create inspired experiences that enrich people’s lives. It all started when my dad brought us for a family dinner at a hotel and I experienced top notch service from the hotel team, which attracted my interest to pursue hospitality moving forward. Studying in Malaysia provided insights into the vibrant and diverse tourism landscape of Southeast Asia, while my education in France exposed me to Europe’s rich cultural heritage and sophisticated hospitality standards. These experiences fueled my ambition to blend diverse cultural elements into unique leisure offerings, driving me to pursue a career where I could innovate and elevate the tourism sector.
A.L.: As Chief Leisure Officer at Only World Group Holdings, what is your vision for transforming the group’s leisure portfolio, and how do you plan to drive new projects, such as hotels, in a highly competitive market?
S.N.: At Only World Group Holdings, our philosophy centers on “Fun, Food, and Good Living.” My vision involves expanding our leisure portfolio by integrating immersive experiences that cater to evolving consumer preferences. In the competitive hospitality market, we plan to differentiate our new hotel projects by offering unique thematic designs, personalized services, and integrating local cultural elements to provide authentic experiences. Strategic partnerships and leveraging cutting-edge technology will also play pivotal roles in enhancing our competitiveness.
A.L.: At Rixos Qetaifan Island North Doha, you led the development of a state-of-the-art water park. What were the challenges, and how did you manage to integrate the culture and nature of the region into the design of the project?
S.N.: Developing the Meryal Waterpark at Rixos Qetaifan Island North presented challenges such as incorporating Qatar’s cultural heritage and natural environment into the design. We addressed these by drawing inspiration from the history of oil and gas discovery in Qatar, using “rusty” colors and industrial motifs to reflect this heritage. Additionally, we integrated advanced technologies like 3D displays and augmented reality to create immersive educational experiences, allowing visitors to engage with the region’s history interactively. Truth be told, none of these wonderful achievements are possible without the strong leadership driven by Mr. Stefano Capaccetti (MD) and Mr. Bill Lentz (GM) at RQIN. I worked with a very dynamic team in Qatar and they will forever be an important part of me.
A.L.: At Desaru Coast Malaysia, you received the Malaysia Tourism Council’s (MTC) Gold Award 2022 for Best Beachfront Resort. How did you balance operational excellence with sustainability in such a complex tourism destination?
S.N.: Balancing operational excellence with sustainability at Desaru Coast involved implementing eco-friendly practices without compromising guest experience. We adopted sustainable building materials, energy-efficient systems, and waste reduction programs. Collaborating with local communities ensured that our initiatives supported environmental conservation and provided economic benefits to residents, fostering a harmonious relationship between tourism development and ecological preservation.
A.L.: At Adventure Waterpark Desaru Coast, you achieved an 87% increase in attendance and received the Golden Horse Award 2023 for Best Water Coaster Adventure, and the Gold Award 2022 of the MTC for Water Theme Park Attraction Category. What strategies led to these exceptional results?
S.N.: The remarkable growth and accolades at Adventure Waterpark Desaru Coast resulted from a multifaceted strategy focusing on guest satisfaction, innovative attractions, and targeted marketing. We introduced unique water rides, such as the award-winning water coaster, to differentiate our offerings. Enhancing guest services, implementing dynamic pricing models, and engaging in strategic partnerships amplified our market reach. Continuous feedback loops allowed us to adapt and improve, ensuring we met and exceeded visitor expectations.
A.L.: As Secretary General of the Malaysian Association of Theme Parks and Family Attractions, what do you think is the future of the theme park industry in Malaysia?
S.N.: The future of Malaysia’s theme park industry is promising, with opportunities to harness technological advancements and cultural narratives. Embracing digital innovations like virtual and augmented reality can enhance visitor experiences. Additionally, integrating Malaysia’s rich cultural heritage into theme park designs can offer unique attractions that resonate with both local and international visitors. Focusing on sustainability and community involvement will further strengthen the industry’s growth and resilience.
A.L.: During your time as Vice President and General Manager at KidZania Kuala Lumpur, how did you develop innovative strategies to integrate education and entertainment, and what key lessons did you learn?
S.N.: At KidZania Kuala Lumpur, we pioneered the edutainment concept by creating interactive role-playing experiences that combined learning with fun. Collaborating with educational experts ensured our activities aligned with learning objectives while remaining engaging. Key lessons included the importance of adaptability to cater to diverse learning styles and the value of partnerships with schools and educational institutions to enhance program credibility and reach.
A.L.: You used to say that “fear and doubt are not options” in your life. How have you applied this mentality in critical moments of your career?
S.N.: Embracing a fearless and determined mindset has been instrumental during pivotal career moments. For instance, undertaking the operations of large-scale projects like Desaru Coast required bold decision-making and confidence in the vision, despite uncertainties. This mentality fostered resilience and the ability to navigate challenges effectively, turning potential setbacks into opportunities for innovation and growth.
A.L.: With such a successful track record in the leisure and tourism industry, what moment or project do you consider your greatest personal achievement and why?
S.N.: Being part of the senior management team for Meryal Waterpark at Rixos Qetaifan Island North stands out as a significant achievement. This project not only set new benchmarks in waterpark design and guest experience but also successfully integrated Qatar’s cultural heritage, offering visitors both entertainment and educational value. Overcoming the challenges associated with such an ambitious project reinforced my commitment to excellence and innovation in the industry.
A.L.: If you could give one piece of advice to young professionals aspiring to pursue a career in leisure and tourism, what would it be and why?
S.N.: My advice to aspiring professionals is to cultivate a genuine passion for creating inspired experiences and to remain adaptable to industry trends. The leisure and tourism sector is dynamic, requiring continuous learning and innovation. Embracing cultural diversity and sustainability will not only enhance your professional growth but also contribute positively to the communities and environments you engage with. Remember, it’s not how good you are. It’s how good you want to be. And for me, I want to be the best in the world!
