Legoland started promoting its pre-opening annual passes late last year and Boerst noted that there was huge interest in the theme park from the public as well as trade partners. Much to the delight of Boerst, more than 45,000 annual passes have been snapped up.

“I believe interest will grow with word of mouth particularly when we open and people start coming to experience what Legoland has to offer,” Boerst said.

The theme park is targeting over a million visitors annually in its first few years and Boerst expects visitor numbers to hit 1.8 million by 2020. On average, annual pass holders are expected to visit Legoland four to five times a year.

- by The Star Metrobizz Business