SeaWorld's focus on creating "Experiences that Matter" has continued, with the launch of the operator's latest Orlando attraction – the Intamin-manufactured Infinity Falls river ride.

Featuring a world record 40ft (12.2m) drop, the family-friendly ride finds inspiration in its design from the rainforests of South America, with guests taken through a jungle environment as they travel along the 1,520ft (460 m) rapids. The ride, which features eight-person rafts has an element unique to any rapids ride, with a vertical lift taking riders up a giant waterfall to its peak.

"Visitors will have the opportunity to take on the role of a conservationist on a journey through the rainforest," said a SeaWorld spokesperson. "There they can learn about the importance of freshwater conservation through interactive games and stories throughout the ride experience."

With the new addition comes a themed village area featuring a retail store, rest and dining areas, and interactive educational experiences.

Earlier this year, SeaWorld and Coca-Cola announced a joint US$100,000 (€87,100, £76,500) donation through the SeaWorld and Busch Gardens Conservation Fund, in partnership with The Everglades Foundation, to support a freshwater replenishment project with Audubon Florida. Using interactive games, player scores will be converted into real-world water saving initiatives using this money. The project, says SeaWorld, will help replenish an estimated 37 million gallons of water within the Western Everglades at Audubon’s Corkscrew Swamp Sanctuary in Naples, Florida.

"Infinity Falls is the first project built with that sole purpose of ‘Experiences That Matter’," said Brian Morrow, the now former vice president of theme park experience design, who first envisioned the project and spoke to Attractions Management last year.

"It's fantastic for the creative team because it gives them new design and experience goals."

The ride opened to the public on 4 October and is the latest in a line of new additions, including Mako and the Kraken Unleashed VR rollercoaster experience.

"From the excitement of the thrilling rapids, to the amazing vertical lift element, Infinity Falls is an adventure that appeals to the entire family," said Mark Pauls, president of SeaWorld Orlando.

"The opening of Infinity Falls marks the start of an incredible year ahead. We're proud to bring our guests more events, rides and thrills than we ever have before."