LEGOLAND Malaysia Resort invests RM40 million to refresh look, lures in Indonesia tourists

Legoland Malaysia Resort has plans to upgrade its theme park with a RM 40 Million dollar plan to lure in more visitors. According to media reports, this will include enhancement of attractions, maintenance and cleaning.

According to the divisional director CS Lim said, who had the interview in Jakarta for promotional activities with the Tourism Malaysia Jakarta’s office, Legoland Malaysia Resort is also ramping up its initiatives to woo Indonesian consumers who make up a bulk of their foreign visitors. Reports on The Star also quote Lim saying that the Indonesia visitorship is expected to return to prepandemic levels

Meanwhile, The Edge also reported that the refurbishment of Legoland Hotel is expected to be done in the first quarter of next year.

Growing Malaysia's tourism has been a significant point of discourse amongst Malaysian ministers. Earlier this month, member of Democratic Action Party, Syerleena Abdul Rashid called for a national creative industry policy to be crafted in order to boost the tourism industry.

On the marketing front, the resort's head of marketing, Zeeshan Khan told A+M in 2021 that LEGOLAND Malaysia aims to create alternative brand experiences for its customers. The company has prioritised on-brand content, more engagement-driven campaigns and regular communication with guests and consumers.

Additionally, LEGOLAND Malaysia has since shifted its focus to build internal capabilities and skillsets within its team to drive agility in its marketing efforts. 

Currently, there are several on going initiatives in Legoland. For example there is a new LEGO Friends party where the next generation of LEGO Friends characters and activities are created to celebrate diverse friendships in the modern world.

“Children today face a host of modern challenges, passions, obstacles, and differences while trying to understand the world around them and create new lasting friendships. With the introduction of LEGO Friends at LEGOLAND Malaysia Resort, we hope to give parents and kids more tools to navigate friendships and their emotions as they grow and learn about the world around them,” said CS Lim, divisional director at LEGOLAND Malaysia Resort.

“We know that friendships aren’t always easy, especially with the upcoming school year. We want to help children be better friends to themselves and others. At the LEGO Friends Party, we have curated activities that will encourage emotional and social development through play to help them better understand their individuality and diversity,” CS added.

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