The world’s largest Legoland Resort has opened in Shanghai with 75 interactive rides and 250 hotel rooms.
According to local government officials, the US$550 million park is estimated to attract 2.4 million visitors annually, pushing the city to become a leading global tourist hub.
Despite China being the world’s second-largest theme park market after the U.S., analysts say Legoland Shanghai is launching into a difficult market.
Shanghai has focused on the entertainment sector, following a 3.1% economic drop in its retail sales in 2024.
This follows substantial investment in major attractions, including the US$5.5 billion Shanghai Disneyland.
The theme park’s arrival in Jinshan is set to boost the district's economy and has already generated 3,000 jobs.
It is also set to boost Legoland parent company Merlin Entertainment after Legoland Parks Operating Group reported a revenue of £869 million in 2024, a decrease of £45 million (4.9%) compared to 2023.
Merlin Entertainment CEO, Fiona Eastwood, said the opening of the new park marks a step towards the company’s ambition to become a leader in branded entertainment destinations.
"Our deep understanding of the Chinese consumer and our experience of operating in China for over a decade has allowed us to create Legoland Shanghai as the ultimate theme park and hotel destination,” Eastwood said.
“It blends the tried and tested Legoland experience, which is so successful across our parks from Denmark to Dubai, with rich Chinese cultural elements, creating a destination that is both globally recognisable and locally resonant, connecting children with their heritage through imaginative play.”
Tickets to the park range from US$44 (319 yuan) to US$84 (599 yuan).
A second Legoland is also under construction in Shenzhen.
