Quality of experience and content are key factors for consumers when choosing which theme park to visit. Brands should develop IP storytelling capabilities while also leveraging new technologies new technologies, a sense of uniqueness and cultural elements to strengthen the appeal the appeal of their IPs and stimulate visitors' in-park spending. The focus should be on visitor experience, utilising digital tools to enhance operational efficiency and meeting the needs of different customer groups. Park operators can enhance their brand reputation and encourage repeat visits through targeted marketing strategies and the provision of special events and services.
Shannon Liu, Senior Research Analyst, Travel and Leisure, China
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Executive summary
- Key issues covered in this Report
- The market
- Companies and brands
- Graph 1: market share of theme park operators, by market value, 2022-23
- Graph 2: market share of theme park operators, by visitor volume (total number of visitors), 2022-23
- The consumer
- Graph 3: theme park visitation and visiting frequency, 2023
- Graph 4: total theme park visitation, 2022-23
- Graph 5: ranking of interest in new parks/park areas, 2023
- Graph 6: overall interest in new parks/park areas, 2023
- Graph 7: interest in in-park IP-themed goods or services, 2021-23
- Graph 8: budget per theme park visitor, 2023
- Graph 9: tickets + food and beverages + retail products* and % of total budget, 2023
- Graph 10: visiting interest on special festivals/occasions, 2023
- Graph 11: demand for services during festivals/special occasions, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- Market factors
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Companies and brands
- Market share
- Graph 12: market share of theme park companies, by market value, 2022-23
- Graph 13: market share of theme park operators, by visitor volume (total number of visitors), 2022-23
- Marketing activities and innovative strategies
- Graph 14: mentions on social media* before and after the opening of Zootopia at Shanghai Disney Resort, 2023-24
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The consumer
- Theme park visitation
- Graph 15: theme park visitation and visiting frequency, 2023
- Graph 16: total theme park visitation rate, 2022-23
- Graph 17: total theme park visitation, by age, 2023
- Graph 18: repeat visitation*, 2023
- Interest in visiting new parks
- Graph 19: ranking of interest in new parks/park areas, 2023
- Graph 20: overall interest in new parks/park areas, 2023
- Graph 21: interest in new parks/park areas (first choice), by consumers who have plans to visit existing theme parks in the next 12 months, 2023
- Graph 22: interest in new parks/park areas (first choice), by gender and age, 2023
- Interest in in-park IP-themed merchandise and services
- Graph 23: interest in in-park IP-themed goods or services, 2021-23
- Graph 24: purchase interest for in-park retail products, food and beverages and shows, by monthly household income, 2023
- Graph 25: purchase intent for paid shows, by child's age, 2023
- Graph 26: purchase intent for paid shows, by living situation, 2023
- Price preference
- Graph 27: tickets + food and beverages + retail products* and % of total budget, 2023
- Graph 28: budget per theme park visitor, 2023
- Graph 29: ticket + food and beverages + retail, by demographic, 2023
- Graph 30: proportion of consumers with high budgets (above RMB300) for various types of expenses, by new park fans*, 2023
- Visiting interest during special festivals or occasions
- Graph 31: visiting interest on special festivals/occasions, 2023
- Graph 32: visitor interest in New Year's and birthday celebrations, by age, 2023
- Graph 33: visiting interest for Children's Day, by income and family structure, 2023
- Graph 34: interest in visiting for a child's birthday, by family structure and child's age, 2023
- Interest in paid services/experiences
- Graph 35: demand for services during festivals/special occasions, 2023
- Graph 36: willingness to spend extra money for services during special occasions, by timing of visit – special festivals, 2023
- Graph 37: willing to spend extra money for services during special occasions, by timing of visit – personal celebrations, 2023
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Issues and insights
- Improve IP storytelling capabilities
- Refine product operations to appeal to different consumer groups
- Target 'high-quality, highly invested' consumers
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Appendix – size and forecast, research methodology and abbreviations
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