China's Strategy of Theme Parks: Encouraging Consumer Expenditure - From Legoland to Disney
The Legoland Shanghai Resort, the largest Legoland in the world, recently marked its grand opening, adding to over 4,400 attractions and amusement facilities nationwide. This expansion is expected to contribute significantly to the growth of the theme park industry in China.
During the IAAPA Expo Asia held in Shanghai from June 30 to July 3, Jakob Wahl, CEO of the International Association of Amusement Parks and Attractions (IAAPA), made these statements. According to IAAPA's data, the number of attractions and amusement facilities in China is forecast to grow at an annual rate of 19% over the next three years.
This projected growth rate underscores the rapid expansion of more than 4,400 amusement and attraction facilities across the country. The Legoland Shanghai Resort, with its innovative and family-friendly offerings, is a key player in this growth.
Wahl emphasised that attractions like the Legoland Shanghai Resort are not just sources of entertainment but are also drivers for the economy. He stated that one yuan of operating revenue at attractions has an economic impact of 3.8 yuan in the local economy.
The Legoland Shanghai Resort launch came amidst challenging weather conditions, with temperatures reaching 39°C during the heatwave. Despite this, thousands of families attended the opening, eager to experience the new attractions.
IAAPA also predicts robust growth prospects for the broader Asia-Pacific amusement park industry through to 2028. This growth is driven by factors such as innovation, a growing middle class, urbanization, and rising demand for quality leisure experiences. However, the industry faces challenges, particularly in managing labor shortages post-pandemic, which they are addressing through technology and tailored guest experiences.
In conclusion, the opening of the Legoland Shanghai Resort is a significant milestone in the growth of China's theme park industry. With its innovative offerings and economic impact, it is poised to contribute significantly to the industry's expansion over the next few years.
- The rise in popularity of social media may attract more visitors to the Legoland Shanghai Resort, allowing them to share their outdoor-living experiences within the park's home-and-garden settings.
- The success of the Legoland Shanghai Resort could potentially influence China's lifestyle trends, as families gravitate towards its family-friendly atmosphere and entertainment offerings.
- As the Legoland Shanghai Resort contributes to the economy and bridges the gap between entertainment and social media, it also helps create opportunities for integration of amusement parks and lifestyle brands in China.
