The global visitor attractions industry is always searching for the next massive growth wave. According to the latest market intelligence, it might be looking directly at a market everyone assumed was already saturated.
The Experience Economist, a highly regarded series of market intelligence reports produced by Leisure Development Partners (LDP), has released its latest edition. Having previously mapped out the volume, value, and impact of the experience economy across the Americas and Europe, the new report turns its focus squarely onto the Asia-Pacific region, with a deep dive into China.
For industry professionals, providers, and operators, the findings offer a radical rethink of how we view the world's second-largest theme park market.
The 70 Percent Statistic
To understand where the market is going, it helps to look at an astonishing statistic highlighted in the report: 70 percent of China's population has never visited a theme park.
It is easy to look at the massive success of Shanghai Disney Resort, Universal Beijing Resort, Chimelong Ocean Kingdom and Chimelong Paradise, and conclude that the Chinese market is reaching maturity. These destination parks have seen phenomenal crowds and record revenues, positioning the country firmly at the forefront of global entertainment.
However, the data here suggests a surprising counter-narrative: China could still be right at the beginning of its long-term growth journey.
A Tale of Different Tiers
The reason for this immense, untapped potential lies in how the wider Chinese entertainment market has developed. Growth across the country has been fundamentally uneven.
Tier 1 cities like Beijing, Shanghai, and Guangzhou are increasingly mature, filled with world-class entertainment options for sophisticated consumers, but the narrative changes entirely when you look beyond these primary hubs. Tier 2 and Tier 3 cities are only now entering a period of rapid consumption growth.
As disposable incomes rise and urban populations expand outside of the traditional mega-cities, the scale of the commercial opportunity becomes clear.
The Decade Ahead
The next decade of China's attractions industry may not be defined by the country's largest cities at all. Instead, growth is set to be driven by the emergence of dozens of new regional leisure markets.
For operators, investors, and ride and show producers worldwide, this signals a massive shift. The next chapter of the experience economy in the APAC region will require localised strategies, regional partnerships, and attractions designed to cater to a new wave of first-time theme park visitors.
The full APAC report is available to download.
