Report: people's growing propensity to embrace immersive tourism

Shanghai Disneyland, the first Walt Disney theme park in the Chinese mainland, has become a major driving force of socio-economic development for Shanghai and the Yangtze River Delta Region, according to a new report.

Fixed income investment of Shanghai Disneyland fueled the city's economic output by 0.13 percent between June 2016 when the park first opened its gates and June 2019, according to a report by China Tourism Academy, a tourism-focused research institution.

During the same period, consumption generated by trips made to the theme park pushed up Shanghai's GDP by 0.21 percent, while spending made by Disneyland visitors in Shanghai contributed to 4.09 percent of the city's tourism growth.

The study, titled "Shanghai Disney Resort Happiness Travel Trend Report", polled 3 million Disneyland guests over the past five years with the aim of deciphering the latest travel trends in the theme park sector and providing insights into where the industry is headed in the years to come, said Dai Bin, head of the China Tourism Academy.

"We hope that research like this will help further develop these industries here in Shanghai, across the Yangtze River Delta and throughout China," said Joe Schott, president and general manager of Shanghai Disney Resort, at the report's launch event on Wednesday.

According to the report, the park has created more than 10,000 direct job opportunities while facilitating indirect employment of some 60,000 people.

The report also stated that over 95 percent of Disneyland guests said they would choose accommodation in Shanghai or neighboring areas, while 83.7 percent said they would choose hotels affiliated to the theme park or four- and five-star hotels in the vicinity.

"Disneyland is one of the best embodiments of the tourism and culture industries, both of which are prioritized as China's pillar industries," said He Jianming, a professor at Shanghai University of Finance and Economics. "It's also the growth pole of the new type of urbanization guiding China's next phase of growth."

The report also found that customer loyalty has been gaining momentum. Between 2017 and 2019, Shanghai Disneyland saw the number of repeated visitors jump 50 percent, while annual pass holders visited the site an average of 10 times.

Dai also noted people's growing propensity to embrace immersive experiences.

"We have witnessed this shifting pattern of guests, from waiting in queues just to take as many rides as possible, to becoming more willing to watch spectacles, interact with Disneyland's cast members, and enjoy delicacies at the park," Dai said.