Tourists Flock to Newly Opened Legoland in China

Tourists flocked to China’s first Legoland theme park as it opened in Shanghai earlier this month, marking another step in the country’s efforts to establish itself as a global travel destination.

It is the latest amusement park to be launched in China by a Western brand. Warner Brothers’ Harry Potter and Hasbro’s Peppa Pig are set to follow.

As consumer spending remains sluggish, Beijing hopes large attractions like this will attract visitors from both China and abroad to help revive the world’s second largest economy.

Theme park developers are being drawn by local government investment but face challenges in a highly competitive market dominated by big names like Disney and Universal Studios.

The US$550 million Legoland Shanghai is the largest park run by the UK-based theme park operator, Merlin Entertainments.

It features 75 rides across eight areas and structures built from millions of plastic bricks, including a miniature version of Shanghai’s skyline.

Hundreds of visitors can be accommodated at its hotel, which has rooms with themes such as pirates and castles.

The park opened after years of collaboration between Merlin, Lego’s parent company and the local government.

They are hoping it will attract the famously frugal domestic population as well as foreign visitors.