Reflecting on the restructuring of China’s attractions and cultural tourism industry, Mei Kaiwen, General Manager of the Entertainment R&D Center at SENBO TOURISM, told InterPark that the industry has moved beyond the hardware race of “higher, faster and bigger” and entered a new phase shaped by asset-light models, content-led development and operations-driven management.
A new logic: from real-estate-led expansion to emotional value
The figures underline this transition. While China’s real estate development investment fell by 10.6% in 2024, domestic tourism reached 5.615 billion (+14.8%) trips and total tourism spending exceeded RMB 5.75 trillion (+17.1%). Demand has not disappeared; rather, visitors are choosing and valuing attractions in different ways.
A new generation of visitors is looking beyond physical thrills. Immersive performances, interactive characters and highly shareable moments are becoming increasingly important across scenic areas and leisure destinations. From the “tumbler performer” at Datang Everbright City to the high-frequency interactive performances at The Song Dynasty of Kungfu City, visitor attention is shifting toward experiences that are participatory, emotionally engaging and memorable.
This change in visitor demand is also reshaping what operators expect from suppliers. For Chinese attractions companies, competitiveness now depends not only on manufacturing efficiency and cost control, but also on the ability to deliver operable and renewable guest experiences. Supported by mature supply chains and strong project execution, their role is expanding from equipment supply to integrated solutions covering concept development, customised production, installation and operational support.
SENBO TOURISM’s own development reflects this broader industry shift. Rather than simply adding more equipment, the company has focused on creating integrated family holiday experiences. The product system brings together children’s play, water entertainment, wellness, nature education, immersive tasks and hotel accommodation, allowing guests to
enter a connected experience journey from the moment they arrive.
Innovation is taking place across both hardware and content. On the hardware side, SENBO TOURISM has explored the integration of water parks with wellness and social bathing functions, helping ease the seasonal limitations of water-based attractions. At Hangzhou resort, the SenEase Centre combines swimming, bathing, relaxation and social leisure in
one setting. On the content side, the SC+ System integrates nature education, supervised children’s activities, sports exploration and seasonal programmes, turning the resort into a family experience space that combines companionship, learning, emotional value and repeat visitation.
Going global: from exporting experience to local co-creation
Looking ahead, the most resilient attractions will not necessarily be those with the largest investment, but those able to continuously create content, emotional value and reasons for guests to return. Three trends are becoming clear: a shift from high stimulation to deeper participation; the rise of composite destinations combining accommodation, dining, education, leisure and night-time activities; and a move from short-lived viral moments toward long-term brand assets supported by continuous content renewal.
For SENBO TOURISM, project delivery is evaluated not only by design quality, but also by post-opening operational performance. Many industry challenges are not caused by a lack of creativity, but by the difficulty of turning ideas into products that are easy to operate, maintain, promote and renew. This is why SENBO TOURISM emphasises early involvement from operations teams, keeping design, engineering, procurement, marketing and operations aligned throughout development. In children’s and family entertainment, safety is the baseline, creativity must serve the guest experience, and long-term service capability determines sustainable operation.
International collaboration is also moving into a more mature stage, where trust is built through standards, transparency and long-term service. While SENBO TOURISM remains focused on deepening its presence in China, it is also paying attention to opportunities in South-east Asia, the Middle East and other regions with growing family holiday demand.
For Chinese companies expanding overseas, the opportunities lie in system delivery, supply-chain integration and customised solutions, while the challenges include regulatory differences, safety certification, cultural expectations and local service networks. Going global should not simply mean exporting Chinese experience, but co-creating solutions with local markets.
Over the next three to five years, China’s attractions sector is expected to move from incremental expansion toward structural upgrading and the renewal of existing assets. Family resorts, urban micro-vacations, indoor entertainment, nature education, immersive experiences and composite leisure destinations are likely to offer strong potential. SENBO TOURISM will continue to focus on nature exploration and family connection, integrating culture, tourism, hospitality, education and sport to create experiences that give guests new reasons to return.
China’s attractions industry is no longer simply a manufacturing force within the global supply chain. It is becoming an active participant in global cultural tourism innovation. Future international partnerships should move beyond transactional relationships and focus instead on shared creation, visitor experience, operational value and long-term brand growth.
Images: SENBO TOURISM
