The world's largest LEGOLAND opened its doors in Shanghai on Saturday, drawing large crowds despite the sweltering heat and marking a fresh highlight in China's booming culture and tourism market.
Located in the city's Jinshan District and spanning 318,000 square meters, LEGOLAND Shanghai Resort is China's first Lego-themed park. It officially opened after a month of trial operations, coinciding with the launch of this year's Shanghai Tourism Festival.
Families and tourists from across China flocked to the park on opening day, with some saying it was nearly impossible to get a ticket.
"I kept clicking, clicking and clicking," said one visitor, describing the difficulty in securing a reservation.
Even international visitors shared in the excitement and were seen in the long queues.
"I really enjoy Chinese theme parks. I was really excited to get a ticket for the opening day of LEGOLAND," said an American park visitor.
Data from China's travel site Qunar.com shows that theme park bookings for this summer holiday have surged by 70 percent year on year, indicating robust demand for domestic leisure and travel.
In Shanghai alone, LEGOLAND has already emerged as one of the top five most popular attractions for July. Hotel bookings in the district have increased 3.5 times compared to the same period last year, showing a clear spillover effect on the local economy.
"We're already hearing from the Jinshan government that it's appealing to more people to come to this region. We're already seeing hotel sales have increased, so it will impact tourism locally in China," said Fiona Eastwood, CEO of Merlin Entertainments, which operates all LEGOLAND parks worldwide.
Industry insiders believe this momentum is part of a broader trend.
At an amusement exhibition held in Shanghai in late June, Jakob Wahl, president and CEO of the International Association of Amusement Parks and Attractions (IAAPA), said the popularity of theme parks reflects the resilience and dynamism of China's economy.
"People want to have a good time. People want to have fun, and people want to go out with their friends, with their family, with colleagues to really have a good time and forget about the daily issues of life. And this is where we see China developing really, really well," said Wahl.
Shanghai is fast becoming a hub for international theme parks. Besides LEGOLAND, a Harry Potter Studio Tour and a Peppa Pig theme park are also set to open in the city.
Nationwide, China is now home to about 400 theme parks, making it the second-largest theme park market in the world.
With summer vacation already underway, demand for immersive entertainment is expected to remain strong across the country.
Opening of LEGOLAND in Shanghai draws joyous crowds
