UNIVERSITI TEKNOLOGI MARA

FACULTY OF HOTEL AND TOURISM MANAGEMENT

ECONOMIC FOR HOSPITALITY INDUSTRY (ECO560)

TOURISM PRODUCT: LEGOLAND

NAME STUDENT ID

SITI BALKIS BINTI BUDIMAN 2023622604

NAWAL ALWANI BINTI ABD KHAHAR 2023680744

NURLIYANA ATHIRAH BINTI ZAINAL 2023627518

NUR NADHRAH BINTI NASARUDIN 2023436898

NUR FATEHAH BINTI ABU BAKAR 2023851912

CLASS:
HM2403A

DATE:
14 JANUARY 2025

PREPARED FOR:
MADAM ROSLILEE BT AB HALIM
 TABLE OF CONTENT
NO CONTENT PAGE NUMBER

Introduction 2
1.0 - Name of the product
- Category of the tourism product chosen

Information of the Tourism Product 3-10

- Backgrounds of the company
2.0 - Address or location
- Operating Hours
- Entrance fees
- The goods or services they offered / attractions

3.0 Contribution to Economy 11-15

- Job opportunities
- Amount of Capital Invested
- Number of Tourists

4.0 Business Expansion Plan 16

- Accuracy of Data
- Organization of Content

5.0 Conclusion 17

6.0 References 18

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1.0 INTRODUCTION

Legoland Malaysia 2024 is one of the tourism product categories which is theme parks and
entertainment. According to Collins (2024), the theme park is a large outdoor area where people
pay to enjoy themselves. With a variety of attractions and activities centered around the well-
known Lego brand, it provides guests with an engaging and one-of-a-kind experience. The park
also offers visitors the chance to participate in interactive exhibitions and games. In addition, a
variety of Lego-themed rides including water rides and roller coasters. Furthermore, Legoland
Malaysia 2024 provides facilities such as eateries and retail stores to meet the needs and desires of
guests. All things considered Legoland Malaysia 2024 is a place where visitors of all ages can have
fun.

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2.0 INFORMATION OF THE TOURISM PRODUCT

2.1 Background and info of the company, Owner

LEGOLAND Malaysia is a theme park and resort located in Iskandar Puteri, Johor, Malaysia. It
is the first LEGOLAND theme park in Asia and opened its doors to the public on September 15,
2012. The park was developed by MERLIN Entertainments, a global leader in the attractions
industry, in partnership with The LEGO Group.

LEGOLAND Malaysia Resort is tailor-made for the local environment and is home to the most
successful rides, slides, shows, and attractions from LEGOLAND Parks around the world. It
covers the same area of more than 50 full-size football pitches and contains more than 15,000
LEGO models made from over 60 million LEGO bricks. Other LEGOLAND Resorts are in Japan,
United Arab Emirates, Denmark, Germany, United States, and the United Kingdom.

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 2.2 Address, Location Map

No7, Persiaran Medini Utara 3, 79100 Iskandar Puteri, Johor Bahru Malaysia, about 22 km from
Singapore, making it easily accessible for both Malaysian and international visitors.

2.3 Location Maps Legoland

Map of Legoland Malaysia

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 2.4 Operating Hours

Legoland Theme Park Malaysia is open daily except for Wednesday will be closed.
The water park is open daily except for Tuesday.

● Theme Park:10 a.m-6 p.m. last entry (5 p.m)

● Water Park: 10 a.m-6 p.m. last entry (5 p.m)
● Sea Park: 10 a.m-6 p.m. last entry (5 p.m)

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2.5 Entrance Fees

● Limited Time Offer: Book Now & Save 20%

This is an exclusive deal for Malaysian citizens, long-term residents, as well as Singaporean and
international visitors – enjoy 20% off! Don’t miss this chance to secure fantastic savings while
planning your next unforgettable experience at LEGOLAND Malaysia Resort.

Applicable to these Day Ticket types:

● 1-Day Theme Park – access to Theme Park

● 1-Day Double-Park – access to Theme Park & SEA LIFE
● 1-Day Triple-Park – access to Theme Park, Water Park & Sea Life

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2.6 Goods or Services Offered

The company offers a variety of goods and services designed to cater to tourists, families, and
individuals seeking unique and memorable experiences. Below is a detailed breakdown:

i. Attractions and Rides

Themed Rides:

● Adventure Coaster: A high-speed roller coaster that takes visitors through a

Lego-themed jungle with interactive story elements.
● Mini Builder Train: A gentle ride designed for young children, allowing them to
explore a miniature Lego city.

Water Park:

● Features water slides, wave pools, and play areas for all age groups, all themed
with colorful Lego characters and blocks.

Interactive Zones:

● Build and Play Stations: Dedicated areas where children and adults can build
their own Lego models and showcase their creativity.
● Virtual Reality Experience: Visitors can enjoy an immersive VR journey, such
as flying through a Lego city or battling Lego monsters.

Miniland:

• Miniature landmarks: Petronas Towers, Taj Mahal, Marina Bay Sands

• Made with over 60 million Lego bricks
• Interactive displays and moving parts

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 ii. Retail Outlets

Lego Store:

● Exclusive and limited-edition Lego sets are available for purchase.

● Custom Lego Mini-Figure Station: Visitors can design and create their own
personalized Lego mini-figures.

Merchandise Shops:

● Branded souvenirs like T-shirts, keychains, mugs, and backpacks featuring iconic
Lego themes and characters.

iii. Food and Beverage Services

Theme Restaurants:

● Brick Bites Café: A quick-service café offering snacks and beverages shaped like
Lego blocks.
● Lego Kingdom Feast: A buffet-style restaurant serving international cuisines
with Lego-themed decor and tableware.

Concession Stands:

● Ice cream, popcorn, and beverages sold throughout the park in Lego-inspired
kiosks.

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 iv. Events and Entertainment

Live Shows and Performances:

● Daily stage performances featuring beloved Lego characters with interactive

audience participation.
● Seasonal events like Lego Halloween or Lego Christmas celebrations with themed
parades and light shows.

Workshops and Classes:

● Lego Master Builder Sessions: Visitors learn advanced building techniques from
professional Lego creators.
● Educational programs for schools focused on STEM learning using Lego tools.

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 v. Accommodation Services

Lego Hotel:

● Rooms and suites decorated with different Lego themes (e.g., Pirate, Castle,
Space).
● Additional amenities include Lego-themed play areas, pools, and kid-friendly
activities.

vi. Special Packages and Memberships

Season Passes:

● Offers unlimited access to the park for a year with added perks like discounts on
food and merchandise.

Group and Family Packages:

● Tailored packages with discounted rates for families or school groups, including
meal vouchers and photo souvenirs.

414 × 232

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3.0 CONTRIBUTION TO ECONOMY

3.1 Job Opportunities

LEGOLAND Malaysia Resort offers a variety of job opportunities across different

departments, catering to diverse skills and interests. Currently, LEGOLAND Malaysia Resort in
Iskandar Puteri, Johor, employs between 500 and 1,000 staff members and continues to recruit for
various roles. The provided image showcases a pie chart representing the employee headcount
distribution across different departments at LEGOLAND Malaysia Resort. The chart highlights
that the resort has a total of 699 employees, with divisions such as Park Operations (Water Park
and Attractions), Food & Beverage (F&B), and others contributing to the workforce except
outsources and parttime.

In the hospitality and customer service sector, roles like Front Office Intern (Mandarin
Speaking) and F&B Assistant involve guest interactions, ensuring smooth check-ins, handling
payments, and assisting in food and beverage services. There are also internship roles in sales,
where interns engage in telemarketing and maintaining customer databases, as well as positions
like Attractions Assistant, which focuses on supervising rides and ensuring safety. This not only
reduces unemployment but also enhances skill development in sectors like engineering,
hospitality, and marketing.

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 In the technical and maintenance department, positions such as Chargeman BO, Facilities
Technician, and Water Quality Technician are essential for ensuring the resort’s infrastructure and
facilities function efficiently. These roles involve managing electrical systems, HVAC
maintenance, and maintaining water features like pools and fountains. For instance, technical roles
help foster expertise in infrastructure maintenance, while creative positions, like the Master Model
Builder, highlight the integration of tourism and specialized creative skills.

Creative and marketing roles at the resort include unique opportunities where employees
design LEGO models and contribute to interactive guest experiences. The Senior Marketing
Executive position focuses on creating campaigns for regional markets, requiring skills in content
creation and translation. LEGOLAND actively markets itself to regional and international visitors,
further boosting Malaysia’s tourism revenue. According to the Malaysia Tourism Promotion
Board, attractions like LEGOLAND play a pivotal role in meeting national goals for tourism-
driven economic growth by attracting high-spending tourists.

Additionally, specialized roles like VIP Host (Mandarin Speaking) and the Superhero
Squad involve enhancing the guest experience through guided tours, personalized programs, and
operational support. These positions often require excellent interpersonal skills and adaptability to
dynamic tasks.

For those seeking to join LEGOLAND Malaysia, these roles offer a chance to contribute
to a vibrant and family-friendly environment, with positions available for part-time, full-time, and
internship levels. Benefits include medical coverage, gym access, and parking. Applications can
be made through job portals like JobStreet, Indeed, or LEGOLAND’s.

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3.2 Amount of Capital Invested

The startup capital invested in LEGOLAND Malaysia Resort was approximately RM720
million (or about USD 218 million). This capital was used for the development of the theme park,
water park, and Legoland Hotel. The initiative was spearheaded by Khazanah Nasional Berhad,
Malaysia's sovereign wealth fund, with the goal of enhancing tourism in Johor and establishing
the region as a major family-friendly destination in Southeast Asia.

The significant investment aimed to create a one-of-a-kind Lego-themed experience that

integrates fun and education, which has become an attractive option for both local and international
tourists. The LEGOLAND Malaysia Resort spans 76 acres and features over 40 rides and
attractions, designed especially for children aged 2 to 12 years. Notably, the park is built with over
60 million Lego bricks used to create more than 15,000 models, emphasizing the level of detail
and creativity that went into the park's construction.

Additionally, the capital investment was essential for the development of supporting
infrastructure, including a water park (opened in 2013) and a resort hotel (opened in 2014). These
additions helped LEGOLAND Malaysia expand its role as a year-round family resort destination.
The strategic development of the park is part of a broader plan to boost tourism in Johor and offer
a unique experience that draws visitors not only from Malaysia but also from nearby Singapore
and other Southeast Asian countries.

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3.3 Number of Tourists

In recent years, Legoland Malaysia Resort has experienced a notable and steady increase
in its number of visitors, contributing significantly to the growth of the tourism sector in Johor and
across Malaysia. While exact monthly or annual visitor data is not typically disclosed, the theme
park remains a prominent attraction. In 2023, Malaysia saw approximately 29 million visitors,
with a significant portion of those tourists visiting Legoland. The park’s success can be attributed
to its strategic location near Singapore, making it highly accessible for both local and international
families, particularly those from neighboring Southeast Asian countries.

Legoland Malaysia plays a pivotal role in the Iskandar region’s tourism development,
aiming to position Johor as a key hub for family entertainment in Southeast Asia. The park is
designed to cater primarily to families with children, especially those aged 2 to 12, by offering a
variety of interactive rides, shows, and experiences that combine fun with education. This focus
has made Legoland Malaysia a popular destination, attracting hundreds of thousands of visitors
annually. As demand for its attractions grows, the park has expanded its offerings, including the
opening of the water park in 2013 and the Legoland Hotel in 2014. These additions have helped
establish Legoland as a year-round family destination, drawing visitors who return each year for a
new experience.

In addition to domestic tourism, Legoland Malaysia draws a substantial number of

international visitors, especially from Singapore. The park’s appeal is enhanced by new
developments, such as the LEGO Star Wars Miniland, which attract even more tourists. With
ongoing plans for further expansion, Legoland Malaysia is well-positioned to continue its growth
and maintain its status as a top family destination in Southeast Asia. The expansion ensures that
Legoland remains a major contributor to the tourism sector, enhancing the region’s attractiveness
to global visitors.

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4.0 BUSINESS EXPANSION PLAN

Legoland Malaysia is implementing significant expansions and improvements to elevate

the visitor experience in 2024.

On January 30, 2024, LEGOLAND® Malaysia Resort announced plans to expand its
offerings to support Malaysia’s tourism goals. Key initiatives include culturally themed events like
Lunar New Year and Hari Raya celebrations, new attractions such as the LEGO Friends 4D movie
and creative activities like the Brick Fest. The resort also focuses on collaborations with the
Ministry of Tourism, Arts and Culture (MOTAC) to promote Malaysia as a family-friendly
destination. This collaboration includes initiatives like joint marketing campaigns, participation in
travel trade shows and culturally themed events. These expansions aim to attract both domestic
and international tourists encouraging repeat visits, stimulate the Johor state economy and
reinforce Legoland Malaysia’s status as a premier entertainment hub.

Other than that, Legoland Malaysia is also improving its hotel accommodations to provide
a more immersive and family-friendly experience. The LEGOLAND Hotel offers LEGO themed
rooms designed to delight children and adults, with separate sleeping areas and creative
decorations. These rooms often include bunk beds and amenities tailored for families. Special
services such as themed room setups for celebrations are also available to make stays memorable.
These improvements aim to make the resort a key family tourism destination in Malaysia.

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5.0 CONCLUSION

Legoland Malaysia stands out as a major contributor to Malaysia's tourism and economic
sectors, particularly in Johor. As Asia's first Legoland theme park, it has successfully drawn a large
number of international and local tourists, cementing its image as a top family destination. The
park's diverse offers, which include interactive rides, themed attractions, and family-friendly
amenities, provide unforgettable experiences for guests of all ages. Furthermore, its enormous
economic benefits, such as creating job opportunities in a variety of professions and promoting
skill development in the creative, technical, and hospitality industries, demonstrate its status as a
major employer. The RM720 million investment not only launched Legoland Malaysia, but also
assured its long-term viability with smart additions such as the water park and hotel. Collaborations
with government organisations and new cultural activities broaden its appeal while contributing to
Malaysia's national tourist aims. Moving forward, Legoland Malaysia's dedication to innovation
and guest happiness positions it as a cornerstone of regional tourism and a catalyst for long-term
economic prosperity in Southeast Asia.

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6.0 REFERENCES

FAQs on Theme Park | LEGOLAND® Malaysia Resort. (2024). LEGOLAND® MalaysiaResort.

https://www.legoland.com.my/plan-your-day/help-center/faq/theme-park-general-
information/#opening-hours

How To Get Here. (n.d.). LEGOLAND® Malaysia Resort. https://www.legoland.com.my/plan-

your-day/before-you-visit/directions/

Legoland Malaysia Resort. (2021, May 23). Wikipedia.

https://en.wikipedia.org/wiki/Legoland_Malaysia_Resort

Legoland Malaysia Resort Tourism History. (2024).

TravelSetu.https://travelsetu.com/guide/legoland-malaysia-resort-tourism/legoland-
malaysia-resort-tourism-history

Legoland Malaysia set for collaboration for tourism growth in 2024. (2024, January 30). The
Malaysian Reserve.https://themalaysianreserve.com/2024/01/30/legoland-malaysia-set-
for-collaboration-for-tourism-growth-in-2024/

Legoland Malaysia Resort Jobs and Careers, Reviews. (2024, December 11).
https://my.joblum.com/company/legoland-malaysia-resort

1-Day Theme Park. (2024). LEGOLAND® Malaysia Resort.

https://www.legoland.com.my/tickets-passes/day-tickets/offers-deals/

Press release 1 Mar 2024 | LEGOLAND® Malaysia Resort. (2024). LEGOLAND® Malaysia
Resort.https://www.legoland.com.my/our-company/press-centre/press-releases/2024-
seach-for-malaysia-s-first-master-model-builder/

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