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The Tom Anstey Column
development on Changxing Island. The attraction - set to become the first Peppa Pig-themed outdoor park in Asia - is being developed in partnership with Max-Matching Entertainments, the exclusive licensee for the brand in China.
Currently in the creative design phase, the 194,000-square-metre park will be divided into neighbourhood, plus areas themed around water, snow, nature, and city life. These lands will offer coaster, all wrapped in the playful tone of the beloved family-friendly experience.
Max-Matching, in collaboration with Hasbro, also plans to develop a broader slate of IP-led experiences in China over the next three years. Projects in the pipeline include an FEC cluster, the first-ever Peppa Pig Ice & Snow World, and a Hasbro-themed hotel featuring iconic brands like Transformers, My Little Pony, and Peppa Pig.
Strengthening ties
While Merlin makes moves, Disney continues to deepen its roots in China. Shanghai Disney Resort, which celebrated its ninth anniversary in June, was among the first international players to successfully establish a major footprint in the market. Today, it continues to lean into the rapidly expanding market as it expands its own operations in the region. first Marvel-themed attraction, centred around Spider-Man, along with a third themed hotel. Major upgrades are also underway at Tomorrowland and expansion since its debut.
Hong Kong Disneyland is also enlarging its Marvel-
domestic tourism overall. In short, developers in specifically it believes in the power of its theme park industry. As the national demographic shifts, it creates While the industry has slowed in terms of income, the forecast upward trajectory is much more stable.
themed zone, as well as creating new Pixar-themed also preparing for the second phase of development
Domestic gains compete with their global competitors. Operators such as Happy Valley, Haichang Ocean Park, and Fantawild are expanding their operations. Fantawild, in particular, is expanding at breakneck speed - opening nine new parks in just eight months during 2024. On the same day Legoland Shanghai debuted, reopened after a significant redevelopment. According to recent reports, over 50 new parks are currently under construction, have just launched, or are set to open in 2025 alone.
This continued enthusiasm from developers and local governments comes despite a reduced growth in attendance as highlighted by Mintel, which forecasts that between 2025 and 2029, the Chinese theme sector will enter a phase of moderate, steady growth. Last year, theme park attendance in the country dipped 1.9 percent, despite a 14.8 percent rise in
Chinese mainland for the first time in six years reflects the growing confidence in the wider attractions market. In addition to the hundreds of theme parks that call the country home, IAAPA says that China is home to more than 4,400 attractions and amusement facilities, with the industry projected to grow at a compound annual rate of 19 percent over the next three years. industry continues, the focus will shift from creating generic major parks to ones that utilise cultural experiences, and rich IP-driven stories. This is driven and Merlin, with parks driven almost entirely by IP experiences.
This evolution is supported by national policy. The Chinese government has pledged to fast-track major investment projects, nurture cultural enterprises, Through July and August, the Ministry of Culture and Tourism launched a nationwide campaign to boost attendance, offering ticket discounts, food vouchers, and promotional packages. go far beyond the success of Legoland Shanghai. With such demand and such rapid expansion in China, the entire attractions industry can benefit China, the opportunity is definitely there.
TOM ANSTEY
Tom Anstey is a world-travelled journalist who has been actively working in the attractions and wider leisure industries for more than a decade. Currently serving as Editor-in-Chief at Planet Attractions, a platform he co-founded in 2020, Tom is known for his deep industry knowledge and his commitment to exploring the stories and the people behind some of the world's most ambitious attractions projects. His favourite attraction is SeaWorld Orlando’s Mako coaster.
SUMMER 2025
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