Core Viewpoint - Shanghai Disneyland is set to adjust its ticket pricing structure to better balance visitor flow during peak and off-peak seasons, with the new pricing model to be implemented in mid-October 2025 [1][2]. Ticket Pricing Structure - The current six-tier ticket pricing structure will be optimized by adding more intermediate price levels, while the base price of 475 yuan and the highest price of 799 yuan will remain unchanged [1][2]. - The existing ticket prices are 475 yuan, 539 yuan, 599 yuan, 659 yuan, 719 yuan, and 799 yuan, with a proposed adjustment to narrow the price gap between adjacent tiers, potentially introducing new price points differing by 30 yuan [2][3]. Historical Adjustments - Since its opening in 2016, Shanghai Disneyland has made multiple adjustments to its ticket pricing, including a price increase in January 2022 and another adjustment in June 2023, marking the fourth price change since opening [3]. - In 2024, two new intermediate price levels were added, changing the structure from four to six tiers [3]. Annual Pass Adjustments - Shanghai Disneyland has also adjusted its annual pass offerings, including price changes to existing passes and the introduction of new options, such as the "Dreamy Emerald Card" in 2024 [3]. Pricing Strategy Rationale - The pricing strategy is based on various factors, including brand value, content, scale, and visitor capacity, aiming to enhance visitor experience while managing operational costs [4]. - The dynamic pricing mechanism is essential for balancing operational costs and visitor experience, especially during peak times when additional performances and interactive activities are offered [4].

Core Viewpoint - Shanghai Disneyland is set to adjust its ticket pricing structure starting from mid-October 2025, adding more intermediate price levels to its existing six-tier system to better balance visitor flow and anticipate future market developments [2][3]. Ticket Pricing Structure - The current ticket pricing structure consists of six levels: 475 yuan, 539 yuan, 599 yuan, 659 yuan, 719 yuan, and 799 yuan, with the base and highest prices remaining unchanged [3][4]. - The new pricing structure aims to reduce the price gap between adjacent tiers, potentially introducing price levels that differ by 30 yuan to help manage visitor flow and operational costs [3][5]. Historical Adjustments - Since its opening in 2016, Shanghai Disneyland has made multiple adjustments to its ticket pricing, including a significant increase in January 2022 and another adjustment in June 2023, marking the fourth price change since opening [4]. - In 2024, the park added two new intermediate price levels, transitioning from a four-tier to a six-tier pricing structure [4]. Annual Pass Adjustments - Shanghai Disneyland has also been adjusting its annual pass offerings, including price changes for existing passes and the introduction of new options, such as the "Dreamy Emerald Card" in 2024 [4]. Pricing Strategy Rationale - The pricing strategy is based on various factors, including brand value, content, scale, and visitor experience, with ongoing investments in attractions and performances leading to increased operational costs [5]. - The park aims to maintain visitor experience quality by controlling visitor numbers and enhancing offerings during peak times, making dynamic pricing and continuous adjustments essential for balancing operational costs and visitor satisfaction [5].

上海迪士尼度假区即将再次迎来票价调整。8月25日，上海迪士尼度假区（以下简称"上海迪士尼"）发布消息称，自2025年10月中旬起，上海迪士尼将优化 乐园的票务结构，在现有六级票价结构的基础上增加更多中间票价等级。上海迪士尼自开园以来曾多次优化票务结构，2024年上海迪士尼在此前的四级票价 结构上增加两级票价，调整为六级票价结构。在业内人士看来，调整票价也是上海迪士尼为进一步平衡客流以及对未来市场发展的预判。 上海迪士尼方面表示，上海迪士尼持续开发创新产品并完善票务体系以更好地满足消费者的出游习惯，此次通过缩小现行票价结构中相邻票级之间的价差， 新的多级票价结构将进一步为游客提供更多选择，同时持续帮助度假区根据客流预估，有效均衡全年的客流分布，更大程度优化游客体验。 据了解，上海迪士尼现行六级票价结构的票价依次为475元、539元、599元、659元、719元和799元。中国主题公园研究院院长林焕杰认为，虽然此次调整尚 未公布具体票价，但就目前的票价来看，在前五级票价中，每两级票价相差约60元，第五级与第六级票价相差80元。上海迪士尼或许会在部分级别的票价中 间，加入与前后级别相差30元的票价档位，以调节客流及 ...