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Editor-in-chief | Yang Ming

Editor | Jing Xiangyuan

Source | China Tourism Academy

On June 13, the China Tourism Academy released the "Tourism Re-upgrade Happy New Journey—2024 Shanghai Disney Resort Happy Tourism Trend Report." Following the successful release of the first "Happy Tourism Trend Report" in 2021, the China Tourism Academy once again focused on the Shanghai Disney Resort to conduct follow-up research and systematic interpretation of new trends and phenomena in happy tourism. The key points of the report are shared below.

Echoing emotional value, creating a joyful experience

At the Shanghai Disney Resort, visitors can fully immerse themselves in the classic Disney storytelling, relax, enjoy happiness, and gain a sense of happiness. Among them, a wide variety of entertainment performances and experiences bring psychological and spiritual comfort to visitors of all ages. Shanghai Disney Resort consumer insight data shows that in 2023, more than 40.99 million people watched live entertainment performances at the Shanghai Disney Resort—including its iconic "Ignite the Dream: A Nighttime Spectacular," the "Mickey's Storybook Express" parade, and theatrical performances such as "Mickey's Storybook Adventure." Among them, the Shanghai Disneyland's iconic daytime parade, "Mickey's Storybook Express," was watched by more than 10.21 million people in 2023—meaning that almost every visitor to Shanghai Disneyland watched this joyful performance.

Continuously launching new experiences and products, allowing visitors to be surprised every time they return to the park

Since its opening, Shanghai Disney Resort has continued to develop, adding new storytelling and a wider range of entertainment options for visitors, including the official opening of the world's first "Zootopia" themed area on December 20, 2023, and less than two years after the grand opening of the resort, the opening of Shanghai Disneyland's seventh themed area, "Toy Story Land,"—the resort's first major expansion project. 97% of surveyed visitors said they already knew about the "Zootopia" themed area before visiting Shanghai Disney Resort, and about one-third said that the new area attracted them to visit the resort. In addition, constantly iterating seasonal celebrations and special holiday events have also become a major attraction for visitors. Visitors can enjoy special limited-time seasonal celebrations at the resort for about 300 days each year. In 2023, the willingness of visitors to revisit was as high as 85%, and the willingness of visitors to recommend Shanghai Disney Resort to others increased by 11% based on the already high proportion in 2019.

Bringing surprises and joy to people of all ages

At the resort, whether it's a family reunion, experiencing the beauty and magic with friends, or simply relaxing, everyone can feel happy and joyful. Core families remain a major core customer group of the Shanghai Disney Resort, hoping to enhance their relationship with their families through travel and express their love. In addition, adults represented by close relationships or interest groups seek emotional value, leading the new mainstream of travel. In 2023, in the visitor composition of Shanghai Disney, the combination of visitors without children and the combination of visitors with children were equally divided. In addition, families without children over 30 years old account for about 30% of Shanghai Disneyland visitors. In addition, many experienced senior tourists pursue higher quality and more novel leisure travel, and Shanghai Disney Resort is favored by these tourists due to its high service quality and rich experiences. Compared with 2019, the number of elderly visitors with one-day and two-day tickets to Shanghai Disneyland in 2023 increased by about 75%.

Meeting the growing spiritual needs of "self-expression"

Consumers express themselves and show a stronger sense of self through lifestyles such as clothing and dressing. According to Shanghai Disney Resort's operating data, headwear products, including headbands and hats, are the second most popular product category after plush toys in all product categories at the resort. Visitors can also fully demonstrate their individuality in the resort's diverse activities. Taking the resort's Halloween season activities as an example, visitors can wear various creative costumes to fully display their personality and quirky nature, Many people also regard this as a must-do experience every year.

Since the first Halloween Carnival event was launched in September 2017, Shanghai Disney Resort has held Halloween-themed events for seven consecutive years. The climax of the Halloween celebration, which is deeply loved by visitors—"Halloween Carnival Day"—has also been extended from the initial one night to five nights during the 2023 Halloween season.

Integration of tourism and transportation, iconic immersive experience

Relying on Shanghai's superior geographical location and convenient transportation facilities, the Shanghai Disney Resort allows local, out-of-province, and international tourists to easily enjoy a Disney trip on a whim and experience the magical world of Disney. In the spring and autumn seasons each year, the proportion of local tourists with annual passes is the highest. In terms of visitor origins, statistics show that in 2023, the main visitor origins of Shanghai Disney Resort are still the Yangtze River Delta region.

At the same time, compared with 2022, the increase in the number of tourists from the Pearl River Delta region in 2023 is the most significant. Subtly incorporating elements familiar to tourists into immersive storytelling is one of the important reasons why Shanghai Disney Resort is widely praised and highly successful. For example, the "Zootopia" themed area incorporates unique local culture, including highlights inspired by Shanghai, to present Chinese tourists with a unique experience that is clear and deeply resonant. Tourists have used words such as "fully immersive," "detail-oriented," and "highly restored" to express the wonderful impression this area has left on them.

Cutting-edge technology and technological innovation contribute to enhancing visitor experience

1. Coexist with the natural environment, making happiness more sustainable

Shanghai Disney strives for green excellence in its hardware facilities, setting an industry benchmark. In 2023, Shanghai Disney Resort received the LEED v4.1 Platinum certification for Existing Communities, becoming the world's first resort to achieve the highest level of LEED certification. In addition, the resort emphasizes sustainable development principles in its operation and construction, continuously conducting popular science education and biodiversity conservation. The resort was not only awarded as the first "Eco-China Experience Education Base" but also integrated biodiversity monitoring and nature education activities, such as birdwatching in Wishing Star Park and the annual iconic Disney Earth Month event in April, to enhance public environmental awareness.

2. Spread joy to more people in need within the community

The resort is always committed to being an important partner and active corporate citizen in the local community, bringing a positive impact to the daily lives of everyone in the local community through partnerships with local governments, NGOs, schools, and other partners, and delivering Disney's joy and magic to more Chinese families. Taking the Disney Play House project as an example, to celebrate the opening of Shanghai Disney Resort, The Walt Disney Company announced in 2016 a donation of 20 million RMB to fund the construction of Disney-themed play spaces across the country. To celebrate International Children's Day, the 50th Disney Play House opened on June 1, 2024, at The Children's Hospital of Zhejiang University School of Medicine in Hangzhou, bringing joy and optimism to children in need and their families.

3. Becoming a city landmark that boosts cultural tourism development

As a new landmark in Shanghai, Shanghai Disney Resort attracts tourists from all over the world, further helping Shanghai become a world-renowned tourist city and the first stop for inbound tourism in China, making a significant contribution to promoting the high-quality development of China's cultural tourism industry.

4. Building a bridge for international exchange

Shanghai Disney Resort adheres to the concept of "Authentically Disney, Distinctly Chinese" to create high-quality experiences. While deeply cultivating joyful tourism, it is not only a hotspot for tourism and entertainment but also an important platform for international exchange, promoting communication and cooperation on various levels, including culture, economy, and business.