Theme park attendance in China exceeded 220 million in 2016, with market value worth RMB 31,138 million, representing a 25% annual growth from 2015. In the next few years, more international brands coming into the Chinese market will further boost the market and inevitably intensify the competition. Domestic players could explore potential markets in lower tier cities, improve in-park food and dining experiences, develop domestic IP (Intellectual Property) and adopt flexible pricing systems to drive attendance in off-season, in order to remain competitive.

This Report provides an overview of the Chinese theme park market, and Chinese consumers’ previous theme park visiting experience, in terms of visiting frequency, theme parks visited, visiting companions and in-park spending. It also discusses the reasons and barriers for Chinese consumers to visit theme parks.

Theme parks refer to commercially operated parks which offer rides, games, and other forms of live entertainment around a central theme, in exchange for an admission fee.

National parks, nature reserves, and other municipally operated amusements, such as zoos, museums, and aquariums, are not included in this definition.

Market size only represents consumer spending within the theme park experience, including admission fee, retail (such as food, drink and other merchandise), other recreational facilities (such as hotels) and services etc. Other revenues of park operators, such as advertising and venue leasing, are excluded.

Mintel also divides consumers into three groups based on their monthly household income.