Report Released | 2024 Shanghai Disney Resort Happy Travel Trend Report

On June 13, 2024, the China Tourism Academy released the "Tourism Upgrade · Happy New Journey - 2024 Shanghai Disney Resort Happy Tourism Trend Report" in Shanghai. Following the successful release of the first "Happy Tourism Trend Report" in 2021, the China Tourism Academy once again focused on Shanghai Disney Resort to track and study the new trends and new phenomena of happy tourism and systematically explain them. The key points of the report are shared below.

1. Respond to emotional values and create a pleasant experience

At Shanghai Disney Resort, visitors can fully immerse themselves in the classic Disney storytelling, relax themselves, enjoy happiness, and gain a sense of happiness. Among them, the rich and diverse entertainment performances and experiences bring psychological and spiritual comfort to visitors of different ages. According to consumer insight data from Shanghai Disney Resort, in 2023, more than 40.99 million people watched the live entertainment performances at Shanghai Disney Resort, including its iconic "Light of Dreams" and "Mickey's Fairy Tale Train" float parade, as well as "Mickey's Fairy Tale Book" and other theater performances. Among them, Shanghai Disneyland's iconic daytime theme float parade "Mickey's Fairy Tale Train" had more than 10.21 million viewers in 2023, which means that almost every visitor to Shanghai Disneyland has watched this performance full of singing and laughter.

2. Continuously launch new experiences and products to give visitors a pleasant surprise every time they return to the park

Since its opening, Shanghai Disney Resort has continued to evolve, adding new storytelling and more options for guests, including the opening of the world's first "Zootopia" themed land on December 20, 2023, and the opening of Shanghai Disneyland's seventh theme land, "Disney Pixar Toy Story", less than two years after the resort's grand opening. 97% of guests surveyed said they knew about the "Zootopia" theme land before visiting Shanghai Disney Resort, and about a third of them said that the new land attracted them to the resort. In addition, iterative seasonal celebrations and special festivals have become a major attraction for guests. Guests can enjoy special limited-time seasonal celebrations at the resort for about 300 days a year. In 2023, the willingness of guests to visit again reached 85%, and the willingness of guests to recommend Shanghai Disney Resort to others increased by 11% from the original high proportion in 2019.

3. Bring surprises and happiness to everyone, young and old

In the resort, whether it is reuniting with family, feeling the beauty and magic with friends, or just relaxing, everyone can feel happy and joyful. Nuclear families are still a core customer group of Shanghai Disney Resort. They hope to enhance their relationship with their family and express their love through travel. In addition, adults represented by close relationships or interest circles seek emotional value and lead the new mainstream of travel. In 2023, in the composition of tourists in Shanghai Disney, the combination of tourists traveling without children and tourists traveling with children is evenly divided. In addition, family tourists over 30 years old without children accounted for about 30% of the tourists in Shanghai Disneyland. In addition, many experienced silver-haired people pursue higher quality and more fresh leisure travel, and Shanghai Disney Resort is also favored by this group of tourists for its high service quality and rich experience. Compared with 2019, the number of tourists for one-day and two-day tickets for the elderly in Shanghai Disneyland in 2023 increased by about 75%.

4. Satisfy the growing spiritual need for "self-expression"

Consumers express themselves and show a stronger sense of self through lifestyle such as clothing. According to Shanghai Disney Resort's operating data, headwear products including headbands and hats are the second most popular category of sales among all merchandise categories in the resort, second only to plush toys. Visitors can also fully express their personality in the resort's rich and diverse activities. Taking the resort's Halloween season activities as an example, visitors can put on a variety of creative costumes to fully display their personality and funny nature.

Many people also regard this as an experience that they must check in every year. Since the first Halloween Carnival Season event was launched in September 2017, Shanghai Disney Resort has held Halloween-themed events for seven consecutive years. The climax of the Halloween celebration, "Halloween Carnival Day", which is popular among tourists, has also been extended from the original one night to five nights in the 2023 Halloween season.

5. Integration of transportation and travel, iconic immersive experience

Shanghai Disney Resort relies on Shanghai's superior geographical location and convenient transportation facilities to allow local, out-of-town and international tourists to easily and simply take a trip to Disneyland and experience the wonderful world of Disney. In spring and autumn each year, local tourists with annual passes account for the highest proportion. In terms of source of tourists, statistics show that in 2023, the main source of tourists for Shanghai Disney Resort will still be Changsan.

corner area. At the same time, compared with 2022, the number of tourists from the Pearl River Delta region will increase most significantly in 2023. Cleverly incorporating elements familiar to guests into immersive storytelling is one of the important reasons why Shanghai Disney Resort is so well received and successful. For example, the "Zootopia" theme park incorporates unique local culture, including highlights inspired by Shanghai, to present a unique experience that Chinese tourists can see at a glance and deeply resonate with. Visitors use words such as "complete immersion", "detail control" and "highly restored" to express the good impression this park has left on them.

6. Cutting-edge technology and technological innovation help improve the tourist experience

Shanghai Disney Resort continues to bring high-quality theme park experiences with cutting-edge technology and technological innovation, leading the theme park industry. Zootopia is a new masterpiece of Shanghai Disney Resort that uses innovative technology to enhance guest experience. Among them, "Zootopia: Hot Pursuit" is equipped with the most advanced trackless ride system in the theme park industry and the first time it is used in an amusement facility in mainland China. It also uses sophisticated mechanical animation puppet technology to transform the characters of Zootopia into a world-class The form of the artwork is vividly presented to visitors. In terms of visitors' ratings of the overall park experience of Zootopia, the experience of playing its main attraction - "Zootopia: Hot Pursuit", and the interactive experience with Disney friends in the park, the "very good" rating exceeded Shanghai Disneyland Similar experiences in other parks already have very high satisfaction scores. In addition, more than 85% of tourists have used the resort app before going to Shanghai Disneyland.

In the future, Shanghai Disney Resort will continue to build future lifestyles and bring positive impacts to the local community.

1. Coexist with the natural environment to make happiness more sustainable

Shanghai Disney pursues the ultimate greenness in hardware equipment and sets an industry benchmark. In 2023, Shanghai Disney Resort obtained the Leadership in Energy and Environmental Design (LEED) v4.1 version "Existing Community" platinum level certification, becoming the first resort in the world to obtain the highest level of LEED certification. In addition, the resort pays attention to the concept of sustainable development in its operation and construction, and continues to carry out science education and biodiversity protection. The resort was not only awarded the first "Ecological China Experience Education Base", but also integrated biodiversity monitoring and nature education activities, such as bird watching activities in the resort's Wishing Star Park, and the iconic "Eco-China Experience Education Base" held every April. Disney Earth Month activities to increase public awareness of environmental protection.

2. Bring happiness to more people in need in the community

The resort is committed to being an important partner and active corporate citizen in the local community. Through cooperation with local governments, non-governmental organizations, schools and other partners, it has a positive impact on the daily lives of everyone in the local community and brought the joy and magic of Disney to more Chinese families. Take the Disney Fun House project as an example. To celebrate the opening of Shanghai Disney Resort, the Walt Disney Company announced in 2016 that it would donate 20 million RMB to fund the construction of Disney-themed play spaces across the country. To celebrate International Children's Day, the 50th Disney Fun House opened on June 1, 2024 at the Children's Hospital Affiliated to Zhejiang University School of Medicine in Hangzhou, bringing joy and optimism to children and their families in need.

3. Become a city business card that promotes the development of cultural tourism

As a new landmark of Shanghai, Shanghai Disney Resort has attracted tourists from all over the world, further helping Shanghai become a world-renowned tourist city and the first stop for inbound tourism in China, and making important contributions to promoting the high-quality development of China's cultural and tourism industry.

4. Build a bridge for international communication

Shanghai Disney Resort adheres to the concept of "authentic Disney, unique Chinese style" to create high-quality experiences, while also cultivating happy tourism. It is not only a hotspot for tourism and entertainment, but also an important platform for international exchanges, promoting exchanges and cooperation at multiple levels of culture, economy and business.

Welcome to scan the QR code below to get the full report in Chinese and English

2024 Shanghai Disney Resort Happy Travel Trend Report

2024 Shanghai Disney Resort Happiness Travel Trend Report

Contributor | Data Analysis Institute Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source for reprinting