China has opened its $550 million Legoland Shanghai resort as part of a national strategy to stimulate consumer spending through tourism investments. The government is offering tax breaks and building new transport infrastructure to support Western theme park brands entering the market. This initiative targets families despite sluggish overall spending, capitalizing on studies showing Chinese parents increasingly splurge on children. The parks align with China’s five-year economic plan prioritizing tourism development to revive economic growth. However, operators face challenges standing out in a crowded market with approximately 400 existing theme parks across the country.