Theme parks seize era of expansion to drive growth

China's theme park sector is transitioning from years of volatile growth into a period of steadier expansion, even as shifting consumer preferences and rising competition reshape the landscape, according to an industry report.

On the same day that Legoland Shanghai Resort officially opened its gates, an upgraded Star World — Nanhu Amusement Park in Guangzhou, Guangdong province, also debuted to visitors — highlighting a broader wave of investment sweeping across the country.

More than 20 new parks are currently under construction, newly launched, or scheduled to open this year, signaling continued enthusiasm from developers and local governments despite softening attendance growth.

According to the 2024 China theme park competitiveness report, the country was home to 385 theme parks by October 2024, of which 87 were mega-sized or big-sized parks.

The Yangtze River Delta has cemented its status as the nation's "golden belt" for theme parks. The region hosts 19 of the country's big parks — 22 percent of the national total — with Shanghai emerging as a focal point. The city now boasts two major international IPs: Disney and Legoland.

Jinjiang International has announced plans to bring the "Harry Potter Studio Tour" to Shanghai through a partnership with Warner Bros, while a Peppa Pig-themed park is also in the pipeline.

Shanghai Disney Resort, the leading player in the country's themed entertainment market, broke ground in May on a new Spider-Man-themed attraction — its third major expansion since opening in 2016. The Marvel-themed zone will become the park's ninth themed area and follows the additions of Toy Story Land in 2018 and Zootopia in late 2023. This summer, Shanghai Disneyland will also roll out new Pixar-themed offerings, targeting younger families and fans of the animation studio's beloved franchises.

China's theme park industry is now settling into a slower but more sustainable trajectory, another industry report showed.

Market research firm Mintel forecasts that between 2025 and 2029, the sector will enter a phase of moderate, steady growth. In 2024, theme park attendance dipped 1.9 percent, despite a 14.8 percent surge in domestic tourism overall.

This reflects two core pressures: a proliferation of alternative leisure destinations — including museums, outdoor attractions and immersive exhibitions — has diverted foot traffic, while increasingly cautious consumer spending is steering demand toward niche, value-oriented experiences over "big-ticket" attractions, according to Mintel.

To counter this shift, domestic park operators are redirecting their strategies to tap into the growing demand in lower-tier cities.

Local players are responding to four emerging priorities — affordability, convenience, cultural resonance and natural settings. By designing attractions that reflect regional identity and offering flexible, short-haul experiences, they are capturing a segment that was underserved for long, said Mintel.

"These cities are showing a consumption vitality that rivals traditional urban centers," said Tina Cheng, research analyst of travel and leisure, Mintel China. "And with the rise of weekend and short-distance travel, local parks are uniquely positioned to benefit."

Operators such as Songcheng and Haichang Ocean Park have seen attendance gains through aggressive regional expansion and culturally themed offerings. Their ability to localize experiences and integrate interactive storytelling has enabled them to compete more effectively with international giants, Cheng said.

Still, international brands continue to benefit from entrenched brand recognition and trust, which has helped them maintain stable market share in terms of number of visitors to the resorts.

Despite rising consumer caution, demand for immersive, high-quality experiences remains robust.

According to Mintel, 57 percent of surveyed visitors said they were willing to spend two to three days at a theme park to maximize the value of their trip — underscoring the growing appeal of multiday entertainment formats.

The survey also found that 56 percent of respondents prefer staying in on-site, operator-owned hotels. This trend points to the increasing importance of full-spectrum offerings — from themed lodging to curated hospitality services — in building guest loyalty and driving revenue per capita.

"Even in a fragmented leisure market, consumers still crave escapism," Cheng said. "Parks that offer rich storytelling, seamless service, and high levels of immersion can command both time and value share."