China's theme parks are looking beyond rides and one-day visits to build multiday tourism destinations, with industry leaders highlighting the role of intellectual property, emerging technologies and closer integration with surrounding cities at a conference in Beijing on Oct 16.
The Development Conference of Theme Park and Resort, themed "Theme Parks Renew Urban Vitality", brought together government representatives, researchers and industry executives to discuss the sector's development. The China Tourism Academy jointly hosted the event with Beijing Shouhuan Cultural Tourism Investment Co and Beijing Business Today.
Bai Fan, chairman of Beijing Tourism Group, said theme parks were evolving from one-off destinations into places where people experience a lifestyle, and from entertainment projects into engines of urban vitality.
Dai Bin, president of the China Tourism Academy, said the industry faces opportunities from policy support and changing consumer demand, but still grapples with regional imbalances, similar offerings and insufficient content innovation. He called for improved planning and stronger integration of culture and technology.
Two reports released at the conference examined ways to strengthen theme parks' appeal and extend their economic impact beyond park gates.
A report by the China Tourism Academy and Beijing Shouhuan Cultural Tourism Investment Co assessed Universal Beijing Resort's fashion perception, vitality, social influence, and trend-driven consumption. The resort scored 76.5 on the report's overall index.
Zhan Dongmei, the report's project lead, said younger consumers were reshaping tourism spending. By combining IP storytelling, immersive technology and personalized services, the resort sought to turn visitor traffic into lasting engagement.
Meanwhile, the 2026 China Theme Park Development Report, published by Beijing Business Today, identified a growing focus on encouraging visitors to stay for three days and two nights. Its findings suggest that longer stays depend not only on attractions within a park, but also on accommodation, nearby commercial areas and regional tourism offerings.
Industry representatives also discussed how IP and technology could create new experiences and encourage repeat visits. Yuan Jialu of iQIYI said online IP must be translated into physical activities, with technologies such as virtual and extended reality offering ways to bring stories to life.
Chen Su, senior vice-president of XR entertainment company Sky Limit, said repeat visits are crucial to theme parks' success, adding that technology sets the baseline for an experience while content quality determines its potential.
Wang Dongxue of iFLYTEK said AI models could give park characters more personalized identities and help operators provide more proactive services.
The conference also launched a city vitality map, bringing together tourism organizations, government bodies, media, and business representatives. The initiative aims to connect urban spaces and tourism resources, promoting integration across culture, commerce, tourism, sports, and exhibitions.
