Why 2025 Should Be the Best Year for Theme Parks Since 2019

I am constantly called upon by members of the investment community to comment on trends and outlooks for the theme park industry.

ITPS follows the leisure industry on a daily, weekly, monthly basis. We have seen where the global theme park industry has been on a steady path to recovery since the pandemic disrupted operations in 2020. While 2021 and 2022 saw gradual re-openings, and 2023 and 2024 witnessed positive attendance growth, 2025 has the potential to be the best year for theme parks since the pre-pandemic peak of 2019.

Here’s why our research indicates trends are pointing upward.

New attractions and expansions are in mass production. Many major theme parks have been working on ambitious new rides and expansions, some of which were delayed and put aside due to the impact of the pandemic. In 2025, we are anticipating several blockbuster attractions to debut, including:

• Disney Parks:  In November of 2024, the long-anticipated "Tiana’s Bayou Adventure" opened at both Disneyland and Walt Disney World, replacing Splash Mountain. It fully immerses guests in the world of The Princess and the Frog animation movie. It has been getting rave reviews which will carry through 2025.

  

  Source:  Disneyland

• Universal Parks: Epic Universe, the brand-new Universal Orlando Resort theme park, is set to open May 22nd, 2025, featuring lands based on Super Nintendo World, How to Train Your Dragon, and Dark Universe. It also has three new hotels, two of which are inside the Epic Universe theme park.

  

  Source:  Universal Studios

• Other Parks: Regional theme parks such as Six Flags and Cedar Fair (which recently merged) are rolling out new coasters and immersive experiences to compete with the big players. Under the direction of Cedar Fair management, the newly merged company is playing catchup by adding rides to the Six Flags legacy parks, which will help rebuild their arsenal of marketable rides and attractions.

  

  Source:  Six Flags

We are seeing a continuing rebound in travel. Tourism is on track to rebound practically 100% to pre-2020 levels, due in part to international travelers returning in record numbers. We are also seeing families who postponed vacations due to inflation concerns in 2023–24 making early bookings for 2025. With increased airline capacity and fewer travel restrictions, expect to see record-breaking attendance. A word of caution, these early Presidential actions on tariffs and other legislations currently being enacted are just being initiated; it is too early to understand their impacts on businesses and people’s future travel plans.

We have talked a lot about technological advancements in theme parks. Parks are investing heavily in cutting-edge technology to enhance guest experiences. Virtual queues, AI-powered customer service programs, and immersive augmented reality attractions are becoming the norm. The use of wearable tech, such as Disney’s MagicBand+ and Universal’s interactive wands, is expected to be even more integrated into park experiences in 2025, making guests visits far more enjoyable through assisting with the easing of attraction ride times and waits. Most theme park operators are working on honing and improving the visitors’ wait times, the thing visitors dislike the most. These mutating programs have more room for improvement and are constantly being refined to make a park visit more enjoyable. We see continual signs that it is working on the guest’s behalf.

Possibly the biggest obstacle we have to overcome in the industry is the “Pricing Image”. The perception of being too expensive has permeated both the destination and regional theme parks. Nevertheless, with more entertainment options available than ever before, theme parks are expected to roll out competitive vertical and horizontal pricing models to better attract visitors. Dynamic pricing, seasonal passes, and special promotions will make it easier for guests to visit. Additionally, the competition between Disney, Universal, and other major parks will lead to guest-friendly perks such as extended hours and exclusive experiences. The industry has been aware of this sensitive public relations pricing image issue and is fully cognizant that it must be addressed and reversed throughout the visiting public.

With blockbuster movies continuing to be released in 2025, theme parks will leverage pop culture to assist in driving attendance. Expect to see events and attractions tied to major franchises like Avatar, Star Wars installments, Jurassic World Rebirth, Fantastic Beasts 3, and Super Mario, as well as to the established seasonal events like Halloween Horror Nights and Disney’s After-Hours events. These innovative programs will be made more inviting to guests simply through In-park enhancements to hotel guests and operating hour adjustments.

An industry wide continuation of improving the guest experience is truly underway. Theme parks learned valuable lessons from the pandemic regarding guest experiences and capacity management. These included enhancements such as more seating and (shaded) areas and greatly improved mobile ordering programs. The continuation of these streamlined park operation programs means that visitors in 2025 will have a better overall experience compared to the overcrowded parks and wait times of the past.

With groundbreaking new attractions appearing throughout the industry, and a multi-billion-dollar new park opening in Orlando, it is possible to reach a full return to pre-pandemic tourism, fostering a renewed emphasis on guest satisfaction. It appears 2025 is shaping up to be a banner year for the theme park industry. There are many unknown probabilities at this point in time that could affect us in 2025. The economy and introductions of tariffs are certainly at the top of the list of government major changes that could impact us. We shall see. Stay tuned.

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