“The various provinces are putting a lot of effort into expanding their tourism industries, and all of them have special attractions,” said Xu, a 34-year-old parent visiting Legoland on Saturday with his children.
But profitability remains a problem, especially for local companies with less brand recognition.
As of late 2024, around 40 per cent of parks were still failing to turn a profit, according to state media reports.
Yet analysts point to a growing population of retirees and job market changes as key factors pushing more locals to visit domestic attractions.
“The labour market is turning more flexible,” said Ernan Cui, China consumer analyst at Gavekal Research.
“More people have leisure time to travel around.”
