Business · Companies · 11 hrs ago
Theme parks build immersive experiences to encourage longer visits and spending
Theme parks in three Chinese cities are expanding what visitors can do beyond rides and sightseeing.
Shanghai’s LEGO resort, an ancient-Shang-themed park in Anyang and Harbin Polarland are using their different themes to offer more immersive visits.
At the Shanghai resort, hotel activities, building classes, character goods and themed food encourage families to stay and spend.
Nearly half of Shanghai LEGO resort’s revenue comes from spending beyond tickets, including hotels, food and retail.
In Anyang, interactive displays bring oracle-bone script and Shang history to life, while performances and cultural activities help keep visitors in the park longer.
Harbin Polarland has added digital attractions, shows and a hotel, and lets visitors re-enter for three months after buying a ticket.
The parks are shifting from day visits toward longer, broader trips, which can also support nearby hotels, restaurants and other local businesses.
Theme parks in Shanghai, Anyang and Harbin are adding immersive activities and services to encourage longer visits and spending beyond admission tickets.
Shanghai Legoland Resort says nearly half of its revenue comes from secondary spending, including retail, dining and hotels.
In Anyang, an amusement park uses digital exhibits and performances to bring Shang dynasty history and oracle-bone script to life.
Harbin Polarland has added interactive technology, seasonal attractions and a hotel stay with polar bears to draw repeat visitors.
The parks’ offerings include themed classes, cultural performances, food, merchandise and multi-day experiences.
- Who
- Theme park operators in Shanghai, Anyang and Harbin are developing immersive experiences. Visitors, including families and students, are the target.
- What
- The parks are adding themed activities, technology, hotels, food and merchandise to extend visits and encourage spending beyond tickets.
- When
- The article was published on November 14, 2026. Shanghai Legoland opened on July 5, 2025.
- Where
- Shanghai, Anyang in Henan province, and Harbin in Heilongjiang province, China.
- Why
- To make visits more immersive, keep visitors in the parks longer, encourage repeat visits and increase spending on services beyond admission.
This story does not have two clearly opposing sides.
Shanghai Legoland opened.
Shanghai Legoland's custom minifigure sales exceeded 60,000.
Harbin Polarland reported a 14% increase in visitors to its polar bear hotel and a 20% rise in children's study-tour groups.
- Shanghai Legoland opening
- July 5, 2025
- Shanghai Legoland custom minifigures
- More than 60,000 sold
- Shanghai Legoland revenue
- Nearly half from secondary spending
- Anyang park secondary revenue
- 30% of total revenue
- Harbin hotel visitors
- Up 14% from January to September
- Harbin children's study-tour groups
- Up 20% from January to September
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What people are saying
Half of the park's revenue comes from tickets, and nearly half comes from secondary spending, including retail, dining and hotels.
Theme parks are changing from single-purpose attractions into comprehensive cultural tourism destinations.
This change is essentially a shift from selling amusement rides to delivering a cultural experience.
Before these changes, visitors spent half a day at the park; after the upgrades, they can spend two days or more here.