Showing just how central these attractions have become to the way families spend their vacation days, global attendance is currently on track to reach an unprecedented milestone. According to data tracked by the International Association of Amusement Parks and Attractions (IAAPA), global theme park attendance is projected to reach nearly 1.2 billion visits this year, representing a strong 8% compound annual growth rate.
Read on to discover how major parks are changing the way they build rides, why resorts are replacing traditional beach trips and how to maximize your ticket value this summer.
"One of the big trends in this industry is that you see many parks investing in attractions with big roller coasters, which are able to be experienced by different generations," Wahl notes. "Many park operators and suppliers have invested a lot into building roller coasters that are thrilling, but which at the same time can be experienced by younger kids."
Wahl points directly to premier domestic headliners in Orlando as the golden standard for this generation-spanning design philosophy.
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Ditching the "One-Day Trip" for Full-Scale Resort Ease
"We see what used to be a one-day trip often turns into like mini vacations where our members' attractions—it can be zoos, amusement parks, museums—where they offer accommodation, where they offer special experiences which go beyond what used to be a half a day or a one-day trip and making something very special," Wahl explains.
"They combine convenience, variety and predictability with high entertainment value at the same time where you know that the whole family will enjoy it," Wahl says. "You know that there's something for the grandkids, for the kids, for the parents, [and] for the grandparents—that everybody can have a good time together," Wahl notes. "It's a pretty safe thing to book because you know what to expect and [the service you will receive]… because it's kind of a resort approach where you go somewhere to experience something."
To successfully compete with digital devices and the endless pull of television screens at home, modern park builders are heavily leaning into powerful intellectual properties (IP) to create positive, high-energy environments where families can completely unplug from the daily news cycle.
Wahl points out that this intersection of the virtual and physical world is triggering massive global collaborations, such as Merlin Entertainments partnering with Minecraft to bring the digital game into physical theme park spaces, echoing the massive success of Universal’s partnerships with Nintendo.
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How to Navigate the "Premium Era" on a Budget
"Quality remains long time after price is forgotten," Wahl states. "Yes, some attractions ask for higher prices, but I think ultimately when you look at them, they offer a very good value. The attendance numbers of the parks speak for themselves. But ultimately, I think it comes down to planning and prioritization because guests who are flexible with timing can take advantage of advance ticketing, they can focus on core experiences—that can absolutely create a meaningful visit at a more accessible price point. There are shoulder seasons, there are other offers in the market, so that is something where planning is really, really helpful."
"With any attraction, it’s important to understand what’s included with your ticket," Wahl advises, pointing to iconic properties as a prime blueprint for maximizing value. "At Magic Kingdom, your ticket gives you access to world-class entertainment, immersive experiences and classic attractions at no additional cost. Add-ons like Lightning Lanes to skip the line, photo pass picture downloads and table service dining can enhance your visit, but aren’t necessary to enjoy a practical itinerary and experience the highlights of this classic theme park."
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