Matt Ouimet, the new chief executive officer of Cedar Fair Entertainment Company, has set out a new long-term growth strategy for the Ohio, US-based visitor attractions operator.

Ouimet was named president of the group last summer and has now succeeded former chief executive officer Dick Kinzel. The new growth strategy has been called FUNforward.

Enhancing guest experience is one of the strategy's components, which will include adding new rides and attractions in the short-term and ensure visitors receive value for money.

Other elements are to include improving consumer messaging and relationship management, as well as expanding premium product offering such as fast lanes at high-demand locations.

Meanwhile, Ouimet said Cedar Fair had identified an opportunity to grow strategic alliances and will also explore dynamic pricing and advance purchase commitments.

Ouimet said: "We believe we offer our guests compelling value by providing wholesome, exciting, quality experiences with the greatest thrill rides and family attractions."

"We are investing approximately US$90m (£58m, EUR70m) across all of our properties and have a very strong rides and attractions menu for the 2012 season."