Theme parks more than play

Since theme parks offer emotional experiences, they are no longer exclusively the preserve of children and young people, especially now that Chinese theme parks are increasingly focusing on meeting the needs of different age groups, and so more elderly visitors are enjoying a variety of experiences. The report surveyed 20 major theme parks and hundreds of seasoned theme park enthusiasts.

The Universal Beijing Resort reports that two 96-year-old grandmothers are among its oldest visitors so far.

According to Shanghai Disney Resort, the number of elderly visitors purchasing one-day and two-day tickets in 2023 increased by about 75 percent over 2019, before the pandemic hit.

The resort notes that elderly guests often wear its famous headbands, sample a variety of park foods, and enjoy the daily parade with their families.

The majority of those surveyed in the report expressed a strong desire to revisit a theme park, and spending time at one has become a way of blowing off steam.

According to research by the Shanghai Disney Resort, most of its annual pass holders visit on average 12 times a year.

For visitors to theme parks like Haichang Ocean Park and Happy Valley, which have locations around the country, the trend has shifted from one-time visits to multiple returns, transitioning toward more in-depth themed experiences, according to the administrations of both parks.

Cheaper prices and exclusive benefits tied to new IPs (intellectual properties including new characters, designs and music), events, and merchandise lie behind the rising popularity of annual pass sales, the report reveals.

Universal Beijing Resort says that it has launched 200,000 entertainment shows, and staged more than 10,000 seasonal events over the past three years.