Theme parks set to be in for the long ride

The scale of UBR is unprecedented. Apart from the Universal Studios Beijing theme park, it will also include the Universal City-Walk Beijing retail, dining and entertainment complex and two hotels. It looks set on becoming a major leisure destination in the capital.

International theme park operators have also invested heavily in creating local elements to better connect with Chinese consumers.

Frank Fang, production art director for the Kung Fu Panda Land of Awesomeness at UBR, said it is the first time Universal Studios built a Kung Fu Panda Land in its theme parks.

The challenge for them was how do they make this "legendary Chinese" world with architecture, set designs, decorations and landscapes work for Chinese theme park fans.

"It's an imaginary world co-created by artists from both east and west," Fang said.

For instance, the Jade Palace is inspired by ancient Chinese architecture, but it is not from any particular period.

"Our goal is to stay faithful to the Kung Fu Panda IP," he said. "That's the key to creating an immersive land that is full of amazement and surprises, one that will entertain our guests beyond their imagination."

Established theme parks have also constantly added new themes and activities to attract visitors.

To celebrate its fifth birthday this year, the Shanghai Disney Resort launched "magical surprises" including a fashion show inside its Enhanced Storybook Castle.