中文/En
- 中文
- English

Call to Action

Home page

How can theme parks seize opportunities and break through in the new situation?

Source:

Author:

Release time:

2025-01-05

Click to view details

▲

Editor-in-Chief | Yang Ming

Editor | Liu Kaiye

Source | Leisure Time

In today's rapidly developing world, theme parks, as an important industry integrating culture and tourism, are at a critical juncture of development, facing new challenges and opportunities. With the diversification of consumer demand, the rapid development of technology, and fierce market competition, the development of theme parks is no longer simply a matter of piling up products, but rather a pursuit of unique differentiation and innovative in-depth experiences. Under this trend, how theme parks can achieve breakthroughs through innovative technologies is a topic of current focus. In this article, the author will explore the development trends and new development strategies of theme parks, providing developers with some references and inspiration.

Interpretation of New Trends and Demands in Theme Parks

1. Emphasis on Emotional Value and Immersive Experiences

In the post-epidemic era, tourists' demand for theme parks is no longer limited to exciting amusement facilities and gorgeous scenery, but increasingly pursues emotional resonance and immersive experiences. Surveys show that compared with traditional projects, 61.8% of respondents believe that immersive experience projects can greatly stimulate the audience's senses and bring a comprehensive viewing experience; the "2024 Shanghai Disney Resort Happy Tourism Trend Report" released by the China Tourism Academy also shows that at the Shanghai Disney Resort, tourists are completely immersed in the storytelling of Disney classics, relaxing themselves, enjoying happiness, and gaining a sense of happiness. This demand promotes the need for theme parks to create themed stories and innovative experience methods.

2. Family Trips and Short Trips Become Mainstream

The epidemic has changed consumers' travel habits, with families with children and local short-trip groups becoming the core customer groups of theme parks. Research data shows that more than 60% of tourists choose theme parks as their first choice for family activities, prompting theme park operators to pay more attention to creating interactive projects suitable for the whole family, such as family-friendly amusement facilities, immersive interactive experiences, and educational activities.

3. Consumption Downgrade and Changing Demand

With the slowdown in economic growth and declining consumer confidence, the trend of consumption downgrade is becoming increasingly apparent. The demand for traditional high-end consumer goods and luxury goods is decreasing, replaced by consumption choices that place more emphasis on cost-effectiveness and experience. For the theme park industry, how to meet consumers' needs by improving the quality of entertainment experience has become a new key to competition.

Prediction of New Trends in Theme Parks

1. Expanding Market Size and Broad Development Prospects

With the improvement of people's living standards and the improvement of the holiday system, theme parks, as tourist destinations integrating entertainment, leisure, and culture, are becoming increasingly popular with consumers. It is expected that in the next few years, the market size of theme park tourism will continue to expand, and it is expected to become one of the most dynamic markets in the world.

2. New Experience: Technological Integration

The widespread application of technology has become the core driving force for industry development, constantly improving visitor experience and service quality by introducing new technologies, new equipment, and new concepts. For example, some theme parks have launched intelligent guidance systems and virtual reality amusement projects.

3. Cultural Empowerment: The Rise and Deep Cultivation of Local IPs

The combination of culture and theme parks is becoming increasingly close, and China's local IPs have emerged in recent years. In 2023, the proportion of China's original IP parks in the total number of new theme parks has increased significantly. For example, the "Forbidden City Creative Park" and the "Huaxia Legend World" not only carry the mission of cultural inheritance but also provide tourists with unique cultural experiences. In the future, how to integrate regional culture with global elements will become the key to IP development.

New Business Model: Immersive Experience and Cross-border Cooperation

1. Immersive Experience: Creating an All-Day Play Mode

Immersive experience projects are driving theme parks to evolve from scene-based entertainment to an all-day mode. In some theme parks, the revenue from nighttime activities has accounted for more than 30% of the total revenue. Taking Shanghai Disney as an example, its nighttime light show has significantly extended the tourists' stay time, becoming an important way to improve profitability.

2. Cross-border Cooperation: Expanding the Boundaries of Resource Integration

In recent years, theme parks have frequently collaborated with film and television, games, and other fields. For example, Universal Studios and the game "Super Mario" jointly launched a themed area, which attracted more than 10 million tourists in 2023. Another example is the "Harry Potter" themed area jointly created by Universal Studios Beijing and the "Harry Potter" series, which attracted tourists while enhancing brand influence.

Breaking Strategies for Seizing New Opportunities

1. Deeply Excavate and Integrate Theme IPs in Planning and Design

Theme IP is the soul of a theme park. A theme IP with strong appeal can transcend age, region, and cultural boundaries and deeply rooted in the hearts of tourists.

When excavating theme IPs, we cannot simply stop at shaping the surface image but should delve into the cultural background, historical stories, and unique values behind it. For example, if the theme IP is based on ancient myths and legends, it is necessary to comprehensively analyze the characters' personalities, plot lines, and philosophies contained in the myths. Then, in the planning and design process, these elements should be cleverly integrated into every corner of the theme park project.

From the design of the entrance gate, its shape and decorative patterns should highlight the characteristics of the theme IP; to the landscape layout in the park, whether it is artificial hills, lakes, or gardens, it should echo the theme story, as if it is a real scene reproduction of the mythological world.

Amusement facilities should also be closely built around the theme IP, such as designing exciting roller coasters inspired by flying mythical beasts, allowing tourists to experience the joy of the beasts soaring in the sky at high speed; building immersive escape rooms with mysterious magic scenes, allowing tourists to personally experience the adventures and challenges in mythology.

2. Diversification in Business Planning to Create a Themed Entertainment Complex

Diversified business planning can inject continuous vitality and attractiveness into theme parks.

First, in terms of catering, it is not enough to simply provide monotonous fast food. Instead, it is necessary to develop characteristic themed catering based on the theme of the theme park. If the park's theme is the ocean world, then the restaurant can be designed in the shape of an underwater cave, the tables are in the shape of shells, and the dishes are mainly seafood, carefully prepared with ocean-themed delicacies such as "Taste of the Sea Platter" and "Coral Reef Salad", allowing tourists to immerse themselves in the theme atmosphere while enjoying the food.

For accommodation, create themed hotels or distinctive B&Bs, where the interior decoration and furniture style of the rooms should align with the park's theme. For example, in a fairy tale world-themed park, hotel rooms can be designed as scenes from different fairy tales, such as "Snow White Suite" or "Cinderella Cottage," where every detail, from bedding to ornaments, can make visitors feel as if they are in a fairy tale dream.

The shopping area should offer exclusive, collectible themed souvenirs, such as limited-edition themed dolls, exquisite clothing and accessories with the park's logo and theme elements. Performance activities should be rich, colorful, and unique. In addition to large stage performances, impromptu shows by street artists can also be arranged. Dressed in themed costumes, they can perform magic, acrobatics, music, and other theme-related acts, allowing visitors to experience surprises and joy at any time while strolling through the park.

3. Innovatively integrate digital technology to enrich immersive experiences.

Utilizing Virtual Reality (VR) technology, visitors can experience scenes that are difficult to access in reality. For example, in a historical and cultural theme park, visitors wearing VR devices can travel through time, return to ancient prosperous cities, interact with ancient people, and participate in grand ancient sacrificial activities or intense war scenes.

Augmented Reality (AR) technology can add more fantastical colors to existing amusement facilities and landscapes. For instance, in a zoo theme park, when visitors approach animal exhibits, using the AR function in a mobile APP, they can see what animals looked like in ancient times, or their forms in myths and legends, enriching visitors' understanding of animals in a more diverse way.

Holographic projection technology can be used to create stunning performance effects. In stage performances, virtual celebrity idols or mythical characters can perform alongside real actors; their images are lifelike and movements fluid, bringing a feast for the eyes and ears to the audience. Additionally, with the help of intelligent sensing devices, the park can adjust surrounding lights, music, special effects, etc., in real-time based on visitors' locations and group characteristics (couples, parent-child), creating a personalized immersive experience environment for visitors.

4. Digital decision-making, achieving precise operation.

In the digital age, data is a treasure. From visitor preferences to real-time feedback, data helps operators quickly adjust business strategies. For example, analyzing visitor flow through positioning technology to optimize queue times for popular attractions; launching precise marketing campaigns through big data analysis to improve conversion rates.

Summary

In today's competitive and ever-changing market environment, theme parks must actively innovate to ride the waves of the times. By deeply exploring and comprehensively integrating themed IP, parks can possess unique cultural charm and distinct identity; diversified business planning can create a comprehensive leisure and entertainment destination integrating amusement, dining, accommodation, shopping, and performances; innovative integration of digital technology allows visitors to immerse themselves in a unique experience intertwined with fantasy and technology; leveraging digital decision-making for precise operations, optimizing management and services with data as the guide. These strategies complement each other, capable of meeting consumers' increasingly diverse and personalized needs, enhancing the competitiveness and attractiveness of theme parks.

As an important vehicle for the integration of culture and tourism, the innovative development of theme parks can not only create greater commercial value for themselves but also inject new vitality into the entire cultural tourism industry, pushing the industry to a higher level of development, shining more brightly in the global tourism market, and reshaping the new landscape of the theme park industry.

Special Survey on Investment in Culture and Tourism Industry

To gain a deeper understanding of the investment and development situation in the cultural and tourism industry, the China Tourism Academy, in conjunction with the China Association of Amusement Parks and Attractions and other units, is conducting a special survey on investment in the cultural and tourism industry, sincerely inviting member units and cultural and tourism enterprises to participate.

▲Scan QR code to fill out the survey questionnaire

Key words:

CHINA ASSOCIATION OF AMUSEMENT PARKS AND ATTRACTIONS

E-mail:cae@caapa.org

Tel:+86-010-57690332

Address: Room405 Building#5 Gucheng South Street Shijingshan District Beijing China

Official

Account

Expo Official
Account

COOKIES

Our website uses cookies and similar technologies to personalize the advertising shown to you and to help you get the best experience on our website. For more information, see our Privacy & Cookie Policy

COOKIES

required

These cookies are necessary for basic functions such as payment. Standard cookies cannot be turned off and do not store any of your information.

analyze

These cookies collect information, such as how many people are using our site or which pages are popular, to help us improve the customer experience. Turning these cookies off will mean we can't collect information to improve your experience.

Feature

These cookies enable the website to provide enhanced functionality and personalization. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies, some or all of these services may not function properly.

advertise

These cookies help us understand what you are interested in so that we can show you relevant advertising on other websites. Turning these cookies off will mean we are unable to show you any personalized advertising.

Business License

京公网安备11010702002925号

Power by 300.cn Privacy Policy