Legoland Shanghai Resort draws big crowds in first summer

Legoland Shanghai Resort has become a major attraction during its first summer season, reporting strong attendance and high engagement, especially among families from the Yangtze River Delta region, resort officials said on Friday.

The theme park set a single-day attendance record on Aug 25 and sold out tickets for three consecutive days. Its themed hotel has operated at near-full occupancy since its July opening.

“Following our July opening, we saw the resort’s popularity surge, reaching peak attendance in August,” said Chen Jie, general manager of Legoland Shanghai Resort. “We are encouraged that guest satisfaction remains high.”

Nearly 80 percent of summer visitors came from Shanghai and neighboring Jiangsu and Zhejiang provinces, with families from the latter two accounting for about 30 percent by late August, Chen said.

Operational data show that guests averaged 8.73 rides per visit. The park’s roller coasters have covered more than 18,000 kilometers, and the Big Lego Coaster has completed over 14,000 circuits since opening.

Miniland, the resort’s signature zone featuring miniature versions of world landmarks built from more than 20 million Lego bricks, has emerged as its most popular attraction. More than 4,800 performances and interactive shows were staged during the summer, while character meet-and-greets attracted nearly 300,000 interactions in August alone.

Special activities such as the In My Legoland mosaic-building relay drew more than 1,400 families and used over 360,000 Lego bricks. Eight creative workshops hosted nearly 2,300 building sessions, attracting more than 35,000 children.

For the upcoming Shanghai Tourism Festival, the resort will offer half-price single-day tickets from Sept 9 to 19, valid for use from Sept 13 to 19. Its parade performance will incorporate modern and hip-hop elements to highlight the park’s lively atmosphere. Special programs are also planned for the National Day holiday.

The resort has helped boost tourism in Shanghai’s Jinshan district, where it is located, said Lu Jiaying, deputy head of the district’s culture and tourism bureau. Efforts are underway to integrate Legoland with local cultural and tourism resources to create joint products, strengthen scenic routes, and stimulate the district’s tourism market, Lu said.

“While our primary focus is on children aged 2 to 12 and their families, our experiences appeal to all ages,” Chen added. “Many adults describe visiting Legoland as stepping into a colorful world full of joy.”