Disney still to find its magic in Shanghai, as early visitor numbers fall short of expectations
Experts say long queues and high prices mean many are holding off on a trip to the new $5.5 billion site
Early visitor numbers to mainland China’s first Disneyland in Shanghai have been disappointing, according to experts, proving even the “happiest place on earth” isn’t immune to the whims of the tourism industry.
While not providing specific numbers, the company’s chairman and CEO Bob Iger insisted in August the US$5.5 billion park has been “well received by the Chinese consumer”, bringing in over a million visitors since its gates swung open with great fanfare in mid-June.
He Jianmin, director of the tourism management department at Shanghai University of Finance and Economics, estimates around 20,000 people are visiting daily.
But commentators say those healthy-sounding numbers – the equivalent of over 7.3 million annually – fall well short of expectations, and are blaming the less-than sparkling start on high prices and rumours of long queuing times.
Previous estimates had suggested around double that through the turnstiles.
Barclays Bank projected the “authentically Disney and distinctly Chinese” park would attract 12 million visitors in its first year, while Nomura said it would reach 15 million.
