To counter this shift, domestic park operators are redirecting their strategies to tap into the growing demand in lower-tier cities.

Local players are responding to four emerging priorities — affordability, convenience, cultural resonance and natural settings. By designing attractions that reflect regional identity and offering flexible, short-haul experiences, they are capturing a segment that was underserved for long, said Mintel.

"These cities are showing a consumption vitality that rivals traditional urban centers," said Tina Cheng, research analyst of travel and leisure, Mintel China. "And with the rise of weekend and short-distance travel, local parks are uniquely positioned to benefit."

Operators such as Songcheng and Haichang Ocean Park have seen attendance gains through aggressive regional expansion and culturally themed offerings. Their ability to localize experiences and integrate interactive storytelling has enabled them to compete more effectively with international giants, Cheng said.

Still, international brands continue to benefit from entrenched brand recognition and trust, which has helped them maintain stable market share in terms of number of visitors to the resorts.

Despite rising consumer caution, demand for immersive, high-quality experiences remains robust.

According to Mintel, 57 percent of surveyed visitors said they were willing to spend two to three days at a theme park to maximize the value of their trip — underscoring the growing appeal of multiday entertainment formats.

The survey also found that 56 percent of respondents prefer staying in on-site, operator-owned hotels. This trend points to the increasing importance of full-spectrum offerings — from themed lodging to curated hospitality services — in building guest loyalty and driving revenue per capita.

"Even in a fragmented leisure market, consumers still crave escapism," Cheng said. "Parks that offer rich storytelling, seamless service, and high levels of immersion can command both time and value share."