Annual Passes Offered at Unprecedented Prices Until the 14th
Worthwhile Even with Just Two Visits Compared to On-site Day Ticket Price
Legoland Korea Resort, the only global theme park in South Korea located in Chuncheon, Gangwon Province, has started devising measures to increase tourists after recording losses for three consecutive years.
According to the Financial Supervisory Service's electronic disclosure system on the 8th, Legoland's sales sharply declined from about 62.2 billion won in its opening year 2022 to approximately 49.44 billion won last year. Among these, the net loss increased from 11 billion won to 28.8 billion won, marking losses for two consecutive years.
The main cause is the number of visitors falling far short of expectations. In 2023, the number of tourists at major local attractions showed that Legoland had 632,871 visitors. Gangwon Province and Legoland had presented a rosy blueprint of attracting 2 million tourists annually and creating 8,000 direct and indirect jobs, but the actual number of tourists was less than one-third of the initial forecast.
In response, Legoland has launched a bold sale to attract customers. It introduced the cheapest annual membership among all Legolands worldwide.
Legoland has temporarily suspended the sale of existing annual memberships and will sell two types of annual memberships, the 'Elite Family Pass' and the 'Elite Pass,' until 2 p.m. on the 14th. The Elite Family Pass requires a purchase of three or more people, costing 99,000 won per person, allowing unlimited entry without date restrictions for one year. Notably, it includes free parking for one year. The previous annual pass cost about 250,000 won, and parking fees of 12,000 won were charged for stays over four hours. Additionally, it offers benefits such as 10% discounts on food and beverages, 10% discounts on merchandise, and 20% hotel discounts. This is the cheapest annual membership price among domestic theme parks. Considering the on-site same-day purchase price of 65,000 won, visiting just twice makes the annual membership worthwhile.
For groups of fewer than three people, there is the 'Elite Pass.' For 119,000 won per person, users can enjoy the same benefits as the Elite Family Pass.
The content will also become more diverse. Starting from the 22nd, to welcome spring, the theme park will present the 'Ninja Blossom' season, featuring vibrant cherry blossoms throughout the park and thrilling events. In the first half of the year, about 20 billion won will be invested in the existing Ninjago cluster area to open the 'Spinjitzu Master,' a new Lego Ninjago series-themed attraction covering a total area of 2,640㎡ (approximately 800 pyeong).
From May, Legoland Korea will participate in the 'Lego Festival,' held simultaneously for six weeks at seven Legoland parks worldwide. Although there is a Legoland in Japan, Chuncheon Legoland is the only one in Asia to host this event.
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