LEGOLAND® Shanghai Resort Sets New Benchmark in Family Entertainment with Record Single-Day Attendance During Spring Festival
LEGOLAND® Shanghai Resort delivered outstanding results: record single-day guest numbers, significant growth in out-of-province tourists, and popular New Year-themed activities attracting families nationwide, further solidifying its position as the “new benchmark in family entertainment.”
As Shanghai’s tourism market heated up during the holiday, LEGOLAND Shanghai Resort stood out. The third day of the Chinese New Year (February 19) set a new single-day attendance record since opening, with high numbers continuing through the sixth day. During the holiday, 70% of guests came from Jiangsu, Zhejiang, and Shanghai, while significant growth was seen from Guangdong, Beijing, Anhui, and other provinces, showing the resort’s influence expanding from the Yangtze River Delta to the whole country and strengthening its status as the “top family destination.”
This Spring Festival, LEGOLAND Shanghai continued its “family co-creation” and “learning through play” philosophy, launching multiple themed activities that blended international IP with Chinese traditions for fresh holiday experiences. At LEGO® Plaza, a 10-meter-long festive firecracker featured nearly 7,000 collaborative builds by guests; the popular horse-chasing adventure attracted over 44,000 participants, with families creating warm memories through interactive play.
Performances were also a highlight. Lion Awakening: Calling for Spring and the innovative MEI’s Journey: In Search of Fortune, based on the “Nian Beast” legend, were well-received. From the first to the seventh day of the Chinese New Year, the century-old Ha Kwok Cheung Team performed, perfectly blending Chinese culture with the international resort for immersive traditional experiences. By creatively integrating international IP with culture and folk activities, LEGOLAND Shanghai not only offered new experiences but also provided fresh ideas for modern expressions of tradition.
Strong guest numbers have directly fueled spending growth. LEGOLAND Hotel saw high occupancy for eight consecutive days, with the “stay-and-play” model gaining popularity. On-site spending also shone, with the global debut of the “The LEGOLAND Shanghai Brick Passport” selling out quickly. Designed as a “growth passport” for children, this souvenir encourages independent exploration—helping kids develop self-reliance through play while becoming a must-have keepsake for visiting families.
Additionally, the resort has actively leveraged its role as a regional tourism anchor. It collaborated with nearby attractions like Fengjing Ancient Town and Shanghai Blooming Garden on joint ticket discounts, effectively shifting guests from “day trips” to “in-depth tours.” This not only extended stays but also linked dining, accommodation, transportation, entertainment, and shopping, boosting the regional tourism economy.
As the festive spirit continues, LEGOLAND Shanghai Resort will launch more themed activities throughout the year, enriching family experiences and injecting new energy into Shanghai’s tourism market.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source backstage.merlinentertainments.biz ’
