Ferrari to open a branded theme park in China

Ferrari has announced plans to open a theme park in China based entirely around its brand and cars.

The business announced the deal late last week, stating that it had signed a non-binding agreement with China’s Beijing Automotive Group Co and BAIC Eternaland Property Co, who would be responsible for the licensing of the design, construction and operation of a Ferrari theme park.

According to the South China Morning Post, the only other detail given by the business was that it was to be located in one of the “primary cities” in China.

It’s not the first Ferrari-themed theme park, the Abu Dhabi-based Ferrari World is celebrating its fifth year and, according to the business, is now one of the most popular attractions in the area.

The move to another market isn’t a surprise given that it was voted as the Middle East’s number one tourist attraction by the World Travel Awards last year and the brand will be likely keen to build on this success.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte