Sun, 20 Jul 2025

Sun, 20 Jul 2025 Why China is betting on theme parks like Legoland to boost spending

Beijing is turning to Western brands including Peppa Pig and Harry Potter to increase tourism.

* China's first Legoland theme park opened in Shanghai, marking a step towards establishing the country as a global travel destination.
* The $550m (£410m) park is the largest operated by Merlin Entertainments and features 75 rides across eight areas, including a miniature version of Shanghai's skyline.
* Hundreds of visitors can stay at the on-site hotel, which has rooms themed around pirates and castles.
* The park aims to attract both domestic and foreign visitors, with local officials hoping it will boost the economy and create jobs.
* China's 1.4 billion people present a huge potential market for theme parks, despite sluggish consumer spending.
* State authorities are supporting other projects, including Disneyland Shanghai, which is owned by a government-controlled building firm.
* Developers face challenges in a competitive market dominated by big names like Disney and Universal Studios.
* Tax breaks and other incentives are being offered to encourage investment in new attractions, with tourism a key focus of China's latest five-year economic blueprint.
* Authorities have also rolled out subsidies and vouchers to spur tourism within the country.
* Overseas brands like Lego will help China project a more open and international image, but theme parks face challenges to stand out among 400 similar attractions in China.
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