中国现在是第二大的世界主题公园市场，这种增长速度将继续下去——即使在大流行期间，中国的景点行业也在继续发展、扩张并保持其全球地位。中国消费者对主题公园充满热情，运营商正在大力投资，计划推出大量新景点。日益激烈的竞争为运营商提供了可以增强参观者现场和非现场体验的新产品带来了挑战和机遇。本报告探讨了绿地开发和现有目的地的此类机会。
　　在过去的几十年里，中国的主题公园经历了三波不同的变化：诞生、扩散和转型。中国第一个主题公园“锦绣中华”于1989年在深圳开业，并迅速流行起来。主题公园提供的新体验吸引了游客并推动了市场。从1996年开始，这一初步成功导致了扩散，数百家本地参与者进入了一个快速增长的市场，从而产生了差异化和多样化。一些运营商提供了以强大的知识产权（IP）和独特的品牌为中心的专用产品。其他人则专注于扩大他们的房地产投资组合，其中主题公园只是房地产综合体中的一个元素，重点是可以快速复制的标准化产品。
　　继2016年迪士尼乐园上海开业后，该行业进入了当前的转型浪潮。政策已经收紧，以防止房地产泡沫的发展，拥有强大知识产权的国际参与者已经提高了游戏水平，以争夺游客。截至2021年底，中国新增三个国际主题公园，包括上海和香港迪士尼乐园以及北京环球影城。
　　尽管有这种增长和明显的游客兴趣，一些主题公园仍面临挑战。即使在COVID-19相关限制之前，该国也只有一半的公园实现了盈利。在大流行期间，全球主题公园的出勤率下降了，在某些地区下降了80%。主题公园必须遵守出席人数上限、个人游乐设施限制和禁止室内表演。一些主题公园关闭，那些仍然开放的主题公园的游客人数突然急剧下降。
　　在中国，与大流行相关的不确定性仍然很多，运营商不得不采取灵活的方法来应对限制，暂时关闭某些设施或公园，并努力确保产品保持吸引力，以便游客在重新开放后返回。上海和北京的公园关闭了几个月，但游客数量在重新开放后迅速反弹——部分原因是封锁后对现场体验的需求被压抑了。一些主题公园举办活动以增加人数，例如北京欢乐谷在2022年举办了暑假节，包括传统的白天有文化活动和展览，晚上有音乐节，今年夏天收入同比增长25%。
　　然而，一些运营商仍然面临着弥补收入损失的压力。在二三线城市，频繁的关闭影响了消费者的信心，许多城市正在避开大量人群，因此一些运营商发现很难维持人流量。在低线城市设有主题公园的华强方特报告称，与2021年同期相比，2022年上半年主题公园运营收入下降了40%以上。
　　鉴于竞争激烈的环境、COVID-19导致的波动性以及访客在封锁后寻找新体验的事实，运营商可能需要做一些工作来占领市场份额。但好消息是，市场仍有巨大的潜力。麦肯锡的分析表明，只有27%的中国人口曾经去过主题公园，不到发达市场平均水平的一半，为68。

研究报告全文：ChinasthemeparksfaceanewerabyGuangChenZiChenSteveSaxonandJackeyYuOctober20221ChinasthemeparkmarketoverviewChinaisnowthesecondlargestmarketforthemeparksintheworldandthispaceofgrowthissettocontinueeveninthepandemicthecountrysattractionindustrycontinuedtoevolveexpandandholditsglobalpositionChineseconsumershaveembracedthemeparkswithenthusiasmandoperatorsareinvestingheavilywitharaftofnewattractionsplannedTheincreasedcompetitionposeschallengesandopportunitiesforoperatorstoprovidenewproductofferingsthatcanenhancevisitorson-siteandoff-siteexperiencesThisreportexaminessuchopportunitiesforbothgreenfielddevelopmentsandexistingdestinationsChinasthemeparkshavetransformedconsiderablyoverthepastfewdecadesthroughthreedistinctwavesinceptionproliferationandtransformationChinasfirstthemeparkSplendidChinaopenedin1989inShenzhenandquicklybecamepopularThenewexperiencethatthemeparksofferdrewvisitorsandboostedthemarketThisinitialsuccessledtoproliferationfrom1996onwardswithhundredsoflocalplayerstappingintoarapidlygrowingmarketresultingindifferentiationanddiversificationSomeoperatorsprovidedadedicatedproductofferingcenteredaroundstrongintellectualpropertyIPanddistinctbrandingOthersfocusedonexpandingtheirrealestateportfolioswherethemeparkswereonlyoneelementwithinapropertycomplexandthefocuswasonstandardizedproductsthatcouldbequicklyreplicatedFollowingDisneylandsShanghaiopeningin2016theindustryenteredthecurrentwaveoftransformationPolicieshavetightenedtopreventpropertybubblesfromdevelopingandinternationalplayerswithstrongIPhaveuppedthegametocompeteforvisitorsBytheendof2021threenewinternationalthemeparkshadopenedinChinaincludingDisneylandShanghaiandHongKongandUniversalStudiosBeijingDespitethisgrowthandclearvisitorinterestsomethemeparksfacechallengesEvenbeforeCOVID-19-relatedrestrictionsonlyhalfofthecountrysparksturnedaprofitDuringthepandemicthemeparkattendancedeclinedgloballyinsomeregionsbyupto80percentThemeparkshadtocomplywithattendancecapslimitsonindividualridesandabanonindoorperformancesSomethemeparksshutdownandthosethatremainedopensawsuddensharpdropsinvisitornumbersInChinathereisstillalotofuncertaintyrelatedtothepandemicandoperatorshavehadtotakeanagileapproachinresponsetorestrictionsbytemporarilyclosingcertainfacilitiesorparksandworkinghardtoensurethatofferingsremainattractivesothatvisitorsreturnoncetheyreopenParksinShanghaiandBeijingclosedforafewmonthsbutvisitornumbersreboundedquicklyafterreopeninginpartduetopentupdemandforon-siteexperiencesfollowinglockdownsSomethemeparkshostedeventstoboostnumbersforinstanceHappyValleyBeijingheldasummerholidayfestivalin2022includingtraditionalculturalactivitiesandexhibitionsinthedayandamusicfestivalduringthenightwhichincreasedrevenueby25percentyear-on-yearthissummerHoweversomeoperatorsarestillunderpressuretomakeuplostrevenuesInTier2and3citiesfrequentclosureshaveaffectedconsumerconfidenceandmanyareavoidinglargecrowdssosomeoperatorsarefindingitastruggletomaintainfoottrafficFantawildwiththemeparksinlower-tiercitiesreportsthatinthefirsthalfof2022revenuefromthemeparkoperationshaddroppedbyover40percentcomparedtothesameperiodin2021GiventhehighlycompetitiveenvironmentvolatilityduetoCOVID-19andthefactthatvisitorsarelookingfornewexperiencesafterlockdownsoperatorsmayhaveworktodotocapturemarketshareButthegoodnewsisthatthereisstillenormouspotentialinthemarketMcKinseyanalysissuggeststhatonly27percentofChinaspopulationhasevervisitedathemeparklessthanhalftheaveragefordevelopedmarketsat681EuromonitordataTEAAECOM2020ThemeIndexandMuseumIndexGlobalAttractionsAttendanceReportThemedEntertainmentAssociationTEAandAECOM253ofprojectsareprofitableHaveChinasthemeparkssolvedthebusinessdilemmaBeijingBusinessDailyNovember2520193Fantawildsemi-annualreport1ChinasthemeparksfaceanewerapercentAndthemarketsizecouldmorethandoublefromRMB40billionin2019tooverRMB90billionbytheendof2025DespitepressurefromleadinginternationaloperatorssuchasLegolandUniversalStudiosandDisneylandlocaloperatorssuchasHappyValleyFantawildandChimelongarelikelytodrawmorevisitorsthaninternationalbrandsLeadinglocaloperatorsattractthemajorityofvisitorsthankstothesheersizeoftheirportfoliosnumberofchainsandtheirbroadgeographicalcoverageIn201981percentofvisitorschoselocaloperatorsItisexpectedthatby2025localthemeparkswillservearound70to75percentofvisitorsTrendsaffectingChinasthemeparksWithagrowingandincreasinglyurbanmiddleclassthemeparkswilllikelyhaveabrightfutureOperatorscanconsiderthefollowingthreetrendsthatareshapingvisitorexpectationsNewexperiencescandrawrepeatcustomersDuringCOVID-19tripsaroundhometowncitiesbecamethefirstchoiceforleisuretravelAMcKinseysurveyofChinesetouristattitudesrevealedthatnearlyhalfofconsumerssaidtheirfirstchoicefortravelwouldbeashorttriptoanewdestinationAndover80percentofconsumerssaidtheypreferredshortbreaksofoneortwonightsOperatorscanstayrelevantbyupdatingtheirofferingregularlyandintegratingentertainmentandeventstoproviderepeatvisitorswithnewexperiencesForinstancetheDisneycharactersdressedintraditionalChineseHanfuattiretocelebratetheSpringFestivalinShanghaisooncapturedvisitorsattentionandbecameatrendingtopiconsocialmediagainingover20millionviewsonTikTokAndwhenChengduHappyValleylauncheditsDunhuang-themedeventcosplayersandinfluencersarrivedinBodhisattvaandFeitiancostumescreatingahypeonsocialmediawithover15millionviewsonTikTokDigitizationenhancesthemeparkexperiencesConsumersareincreasinglylookingforinteractiveandimmersivestorytellingexperiencesnotjustridesOperatorsarenowintroducingwearabledevicesandaugmentedrealityARorvirtualrealityVRtechnologytoelevatethein-parkexperienceSuperNintendoWorldatUniversalStudiosinJapanallowsgueststoplayvideogamesinreallifethroughouttheparkPlayersweartrackingdevicesandcollectcoinswithinteractivecoinblocksandmini-gamesthroughouttheareaandcanchecktheirreal-timerankingviamobileappSocialmediaexperiencespromoteengagementThereisrisinginterestinexperiencesthataretailoredtosocialmediamakingiteasyforvisitorstoposttheirexperiencesonlineAndconsumersareinspiredbytheinfluencerstheyfollowtotravelorvisitattractionsCOVID-19pushedpeopletospendmoretimeonlinenowshort-formvideosandlivestreaminghavebecomethetoponlineentertainmentoptionsThesecategorieshaveseenexponentialgrowthandinthefirsthalfof2022shortvideosaccountedfor30percentofmobileinternetusetimeinChina10AsaresultthemeparkoperatorsaredoublingdownonsocialcontentWhenDisneylandShanghaipremieredLinaBellthroughapromotionalvideoandinfluencercelebrityendorsementsthecharacterquicklybecameubiquitousonlineLinaBell-relatedhashtagsgatheredanestimated940millionviewsonWeiboand200millionviewsonTiktokdrawingvisitorstothepark114BasedonCanbackGlobalIncomeDistributionDatabaseC-GIDDpopulationdataandthemeparkvisitornumbers5McKinseyanalysisbasedonmacroeconomicindicatorssourcedfromCEICandTheWorldBankBasedonAECOMthemeparkvisitornumbersandcompanyannualreportsMcKinseyanalysisbasedonexpertinterviewsandcompanyannualreportsOutlookforChinatourismin2022TrendstowatchinuncertaintimesMcKinseyFebruary222022DanielRobson8waysyourvisittoSuperNintendoWorldwillbegamifiedIGNOctober6202110Inthefirsthalfoftheyearthenumberofmobilenetizensincreasedandshortvideosaccountedfornearly30ofthetotaltimespentonlineChinadailycom27July202211WeiboandTikTokviewcountChinasthemeparksfaceanewera22DevelopinggreenfieldthemeparksWhilenewthemeparkdevelopmentsorgreenfieldprojectsprovideanopportunitytointroducesomethingoriginaltothemarkettheyarecapitalintensiveandrequireatleastfiveyearsfrominitialplanningtolaunchbutoftenlonger12TohelpensuretheirsuccessgreenfielddevelopmentsshouldhaveastrongbrandidentityorIPauniqueproductconceptbasedonconsumerinsightanduseinnovativetechnologysothattheparkretainsitswowfactorBuildastrongidentitybasedonIPStrongbrandswithassociatedIParecriticaltothemeparksuccesshelpingtoattractvisitorsandengageconsumersevenwhentheyarenotonsiteGlobalbrandshaveinvestedheavilyinIPoftenovermanyyearsandsuchsuccessmaybedifficulttoemulateOperatorslookingtobuildIPcouldtakeapartnershipapproachwiththeIPownersupervisingdevelopmentduringtheconceptualdesignphaseandstayinginvolveduntilconstructioniscompletesothattheendproductalignswiththeoverallstorylineExamplesofIP-relatedpartnershipsincludeHaichangOceanParkinShanghaiaddinganUltraman-themedpaviliontoitsofferingthefirstofitskindincludingatheatrerestaurantandentertainmentcenterwithinteractivefacilities13GlobalexamplesincludeUniversalsWizardingWorldofHarryPotterinOrlandoandPandora-TheWorldofAvataratDisneysAnimalKingdomForoperatorswithouttheirownIPthebranditselfcanbecomeakeyelementinbuildingastrongidentityForexampleChimelongbuiltnation-widebrandawarenesswithitsGuangdongthemeparkcomplexthatincludesuniqueproductofferingssuchasawildanimalparkamusementparkwaterparkoceanparkandcircusesProvideauniqueproductconceptwiththeconsumerinmindNewconceptsshouldincorporateconsumersinsightsandperspectivestoensurethattheendproductprovidesauniqueexperiencethatconsumerswantLeadingoperatorshaveincorporatedconsumerperspectivesearlyonforinstancebydrawingonadesign-thinkingprocessorrunninginnovationgarageinitiativestotestnewconceptswithconsumersandadjustandoptimizetheproductdesignaccordinglyThinktwostepsaheadRidesandexperiencesneedtoretainawowfactorevenafterafive-yeardesignphaseKeepingabreastofthelatesttechnologicaldevelopmentsiskeytoensuringthatthevisitorexperiencewillbeexcitingeasytonavigateandontrendCurrentexamplesofthesedevelopmentsincludeVRARdevicesandradio-frequencyidentificationRFIDsystemswhichcanbeusedtocreateimmersiveexperiencesandensureaseamlesscustomerjourneyForexampleUniversalStudiosSuperNintendoWorldfeaturesaMarioKart-themedrideincludingARheadsetsforanimmersiveexperienceAndotheroperatorsarecreatingcustomizedsolutionsforvisitoridentificationincludingwearabledevicesandmobileappsforaticketlessexperienceGiventhecapital-intensivenatureofsuchprojectsoperatorscanprepareforthelaunchofanewthemeparkbybuildinginabufferwarm-upperiodofbetween12and24monthsDuringthisperiodoperatorscanbuildmomentumthroughmarketingactivitiesraiseawarenessoftheopeningandbegintobuildtheirconsumerbase12Oneleadingparktookalmost20yearsfrominitialplanningtoopeningtheaverageoffiveyearsisbasedonMcKinseydiscussionswithindustryexperts13AnUltramanuniverseopensatShanghaiHaichangOceanParkShanghaiMunicipalAdministrationofCultureandTourismJuly2520224Chinasthemeparksfaceanewera3ElevatingbrownfieldthemeparksForoperatorslookingtoelevateestablishedparksorbrownfielddevelopmentsitscriticaltounderstandvalue-creationacrossthecustomerjourneyvisitoracquisitionvalueconversionincludingticketsalesandnon-ticketsalesandcustomerretentionexhibitExhibitCreatingCreatingvaluevalueacrossfourfourphasesononthethecustomercustomerjourneyjourneyVisitoracquisitionAcquiringvisitorsisaboutgettingthebasics01rightiepickingtherightchannelsfordierentcustomersegmentsValueconversion0203ticketsalesItstimefordomesticplayerstouptheirgameintraditionalchannelsandtoproactivelybuildexcitingnewdirect-to04Valueconversionconsumeronlinechannelsnon-ticketsalesOperatorscandiversifytheirnon-ticketoeringsandincreaseadditionalrevenuestreamsbyoeringpremiumexperiencesRetentionprovidingedutainmentandTowinrepeatbusinessoperatorscapitalizingonthemedeventscanincreaseeortstobuildlong-termrelationshipswiththeircustomersandkeepthemengagedbothinsideandoutsideoftheparkVisitoracquisitionGettingthebasicsrightLocaloperatorsofteninvestinone-size-fits-allmassmarketingcampaignsthroughtraditionalandofflinemediasuchasTVnewspapersandoutdooradvertisingbutMcKinseyresearchindicatesthatmorethan70percentofcustomersfindoutaboutcertainthemeparksonlineWithconsumersspendingalmosthalfoftheirscreentimeonshortvideosandsocialmediaoperatorscaninvestinonlinepresenceandusecustomerinsightstotailormessagestodifferentsegmentsandpersonasForinstanceDisneylandtargetsyoungvisitorsonthesocialmediaappRedbypartneringwithinfluencerswhohavelargefollowingsoftheirownInJanuaryandFebruary2022Disneylandwasthetop-seededbrandonRedwith20000postsandmorethansixmillioninteractionsUniversalStudiosBeijingcreatedexcitementwithitsgiantTransformerwhogreetedvisitorsattheparkVideosofcustomerschattingtotheTransformersoonwentviralandbecameafavoriteonsocialmedia14Operatorscouldalsodrawinspirationfromthetourismindustrywhereonlinetravelagenciessuccessfullypromotetraveldestinationsvialive14JiYuqiaoUniversalStudiosBeijingsemployeeMegatronbecomesfavoriteonChinesesocialmediaGlobalTimesSeptember1520216ChinasthemeparksfaceanewerastreamingTheindustrypartnerswithinternetpersonalitiessuchasDingZhentopromoteinterestinspecificdestinations15OperatorscouldstimulatedemandbypromotingholidaysoreventsthatfalloutsidepeakperiodsandbycreatingthemedeventsoftenwithlocalinterestWhenorganizingneweventsoperatorscanevaluatethereturnoninvestmentandusedatatoplanmonitoranddirectmarketingbudgetsaccordinglybeyondplanninganeventbasedonexperiencealoneInadditionoperatorscanlookforwaystocollaboratewithpartnersacrossindustriestoreachnewcustomersForexampleUniversalStudiosBeijingleveragedTencentsHonorofKingsmobilegametoattractgamersbyholdingthemedeventsatthepark16AndChimelongissponsoringtheChineseBasketballAssociationgamesandwillsupportchildrensbasketballtrainingbringinginanewvisitorsegment17ValueconversionGrowingticketsalesTakeatailoredapproachtotravel-agencymanagementTravelagenciesaccountedforaround45percentofChinesetourismbookingsin201918Thisofflinechannelstillplaysanimportantroleinsmoothingouttheseasonalityofcustomertrafficforinstancebyarranginggroupvisitsinoff-peakperiodsThemeparksmaybeabletomanagetravelagencysalesinamoreefficientmannerInsteadofrelyingonthetraditionalcommissionmodeloperatorscouldcategorizeagenciesintovariouslevelsforinstanceaccordingtosalesvolumesandgrowthstrategicfittargetsegmentsandgeographiccoverageandregularlyreviewtheirperformanceTheycouldthenapplyatailoredincentivepolicyforeachcategoryandprovideappropriatesalessupportincludingcustomizedpackagesandsalestrainingtomaximizesalesineachcategoryTobesuccessfuloperatorscouldusedatatohelpdefinesales-growthprioritiesandfindtherightagencypartnersCollaboratewithonlinetravelagenciesOTAsOTAsmadeuparound30percentofChinesetourismbookingsin201919LocalonlineshoppingchannelsandappssuchasMeituanaregainingtractiontooThemeparkscanpartnertobetterleverageonlineplatformscapabilitiesinplanningandexecutingmarketingcampaignsForexampleHappyValleyBeijingpartneredwithMeituantolaunchathemedeventpre-COVID-19inwhichMeituanhelpedwithIPselectioncoordinatedtheIPpartnersandsupportedtheeventplanningpromotionandticketsales20InanotherexamplethetouristattractionXianCityWallpartneredwithCtriptocoordinateaneventin2021LeveragedirectchannelsDirect-to-consumerchannelscurrentlyaccountforlessthan30percentoftotalmarketrevenues21Althoughuseofdirectchannelsisontherisetheyhavegenerallybeenunder-utilizedbyparkoperatorswhencomparedtootherindustriessuchasretailManydirectchannelsoffersophisticatedfeaturesforexampleWeChatsmini-programsandWeComfunctionswhichcouldbemoreeffectivethanoperatorsofficialbrandwebsitesandmobileapps2215DingZhensWorldbyTimeislandonYouTubeDecember62020SmileofthePlateaumakesDingZhennewiconofSichuanandTibetChinaDailyNovember30202016CecilGaoHonorofKingsheldheroesliveeventatUniversalStudiosBeijingSuperpixelApril11202217ThefirstCBAchampionshipparadewasheldinGuangzhouChimelongCBAjointlycreatedatourismsportsceremonySinaGuangdongOctober12202018Phocuswrightdata19Ibid20BeijingHappyValley2018CarnivalkicksoffChinaNewsJuly02201821Phocuswrightdata22McKinseyanalysisbasedonexperienceindirect-to-consumerchannelsinChinaandexpertinterviewsChinasthemeparksfaceanewera7ValueconversionBoostingincrementalrevenueIndustryleadersderivebetween30and40percentoftheirtotalincomefromnon-ticketrevenueexcludingaccommodationwhileforlocaloperatorsthisfigureisusuallylessthan20percent23ThreepotentialopportunitiesexisttoincreaseincrementalrevenuesDeveloppremiumexperiencesVIPtoursandexperiencessuchasbackstagepassesfastpassesandexclusiveservicesappealtoapremiumaudiencewillingtopayforgreaterconvenienceandpersonalizedexperiencesTheseservicesarepopularinmaturemarketssuchastheUnitedStatesandusuallyhaveahighmarginForexampletheExclusiveVIPExperienceattheSanDiegoZoocosts675perpersonwhiletheZoosotherexperiencepackagesrangeinpricefrom55to92perperson24ProvideedutainmentOperatorscouldprovidetailoredofferingsforfamiliesdesignedaroundeducatingandentertainingchildrenasparentsoftenvalueeducation-orientedactivitiesSuchofferingsarerelativelynewinthemarketForexampleLottesLittleSociuminShanghaiisaneducationalplayareafeaturingthemedareassuchasanairlineveterinaryclinicandpolicestationthatallowchildrentoexperienceavarietyofoccupations25CelebratefestivalsandholidaysSeasonalandspecialoccasionssuchasHalloweenThanksgivingChristmasandChineseNewYearallowforspeciallydesigneddiningoptionscostumeofferingsandlimited-editionholidaymerchandiseRetentionBuildinglong-termrelationshipsTohelpensurecustomersreturnoperatorscanincreaseeffortstobuildlong-termrelationshipswiththeircustomersandkeepthemengagedbothinsideandoutsideoftheparkBrandtouchpointsoutsidetheparkhelptoboostengagementandkeepthebrandtopofmindForinstanceUniversalStudiospartneredwithNintendotoprovideawearablepower-upbandtoparkvisitorsThebandismorethanjustanin-parkaccessoryitisaNintendoamiibowithgamecharacterswhichcanbeconnectedtoNintendoconsolesforat-homeuseThisextendstheparkexperience26Annualpassesarepopularbutmaybeadouble-edgedswordastheyhavethepotentialtocannibalizesalesofstandardticketsOnewayaroundthisdilemmaistocreateatieredannualpassthatmeetsdifferentneedsForinstanceaweekdaypasscancaterforvisitorswithmoreflexiblescheduleswhoprefertoavoidcrowdsPassholderbenefitssuchasvalue-addedservicesandhotelanddiningdiscountscanalsoenhanceperceivedvalueOperatorscouldusedatawhendesigningsuchpassestohelpavoidcannibalizationandprovidevaluetocustomersOverandabovevisitoracquisitionvalueconversionandretentionparkoperatorsneedtocontinuetoprovideaseamlessandenjoyablevisitorjourneyThisrequiresmultipleformsofoperationalsupportincludingoptimizedstaffingutilitiesandsustainabilitymanagementaswellasuseofpredictivemaintenancetokeeptheparkrunningsmoothlyTheseissuesarenotcoveredinthisreportbutwillbecoveredinforthcomingpublications23Expertinterviewsandcompanyannualreports24SanDiegoZoowebsiteaccessedJuly202225LittleSociumTripcom26HowUniversalStudiosSuperNintendoWorldinteractswithyourSwitchGamespotMarch1720218ChinasthemeparksfaceaneweraConclusionAsChinasthemeparksenteraneweraoperatorsmightconsiderexaminingtheirfundamentalproductofferingsandlookbeyondthetraditionalon-siteexperiencetoengagenewvisitorsandbuildlastingrelationshipswithexistingcustomersDespitethepotentialformarketgrowththeenvironmentwillremaincompetitiveStronganduniqueproductsandcommercialandoperationalexcellencewillbeneededasconsumersentertainmentoptionsexpandTosucceedthemeparksmayneedtoexcelinbothgreenfieldandbrownfieldopportunitiesThosepreparingorconsideringnewparksmayneedtoplanaheadtoensuretheirtech-enabledproductswillcontinuetoimpressforyearsintothefutureTheymayalsoconsiderbudgetingforalaunchphasetobuildawarenessbeforetheopeningdateaswellasforperiodicupgradestomaintainorimprovetheirfacilitiesOperatorswithexistingparkscouldcontinuetoelevatetheexperienceandbuildvalueacrossallareasofthecustomerjourneyGuangChenandJackeyYuarepartnersinMcKinseysHongKongofficeZiChenisaseniorresearcherintheShanghaiofficeandSteveSaxonisapartnerinShenzhenofficeTheauthorswishtothankCrystalGeeGlennLeibowitzChenLiandMoniqueWufortheircontributionstothisreportCopyright2022McKinseyCompanyAllrightsreserved9ChinasthemeparksfaceaneweraMcKinseyCompanyAugust2022CopyrightMcKinseyCompanyMcKinseycom