The operator of three theme parks in Shenzhen, which target visitors from the mainland and Hong Kong, has reduced admission charges.
A one-day pass for the China Folk Culture Villages and Splendid China parks was reduced from 180 yuan (HK$170) to 120 yuan on February 1.
The Window of the World park is also offering an evening pass after 7.45pm for 30 yuan. The normal day rate is 120 yuan.
China Travel International Investment (CITT), which operates the three theme parks, decided to cut prices after recording 4.14 million visitors last year, down 5 per cent from 2001.
Mainlanders account for 80 per cent of visitors at the three parks.
Shen Zhuying, managing director of CITT, said the decline had come mainly because visitors had been lured to the Happy Kingdom park in Shenzhen when it opened its second phase in May last year.