Key Takeaways
- Global theme park attendance increased by 23% in 2023, reflecting a strong post-pandemic recovery.
- China saw a remarkable 78% surge in attendance, driven by attractions and ticket strategies.
- Museums led the recovery with a 95% increase, marking a significant rebound in visitor numbers.
The latest TEA/AECOM Theme Index and Museum Index report reveals a significant recovery in attendance at theme parks, water parks, and museums worldwide in 2023. The report, released on August 8, 2024, shows a 23% increase in attendance across the top 25 theme parks globally compared to 2022.
China led the recovery with a 78% increase in theme park attendance, driven by the reintroduction of attractions and ticket incentives. The Americas saw a modest 3% growth, while Europe experienced a 5% increase attributed to expanded resort offerings.
Museums experienced the most substantial recovery, with attendance rising by 95% compared to the previous year.
John Robinett, senior vice president of AECOM’s Economics + Advisory practice, stated, “2023 was really a major turning point for the industry. The pandemic was largely behind us at the start of the year and parks and museums could start focusing on investment plans for the future.”
The report highlights regional variations in performance. In the Americas, parks that unveiled new capital projects generally outperformed others. Francisco Refuerzo, an economist with AECOM, noted, “The wave of post-pandemic pent-up demand has essentially ended. Parks that quickly returned to the time-tested method of constant reinvestment to continue to attract guests tended to perform better.”
In Asia-Pacific, China’s theme parks rebounded to pre-pandemic numbers, aided by expanded properties and pricing strategies. Beth Chang, executive director of AECOM’s Economics practice for the Asia-Pacific region, commented on the region’s recovery but questioned whether it would return to its previous exponential growth.
European parks showed consistent gains, with the Middle East making its first appearance on the list through Warner Bros. World Abu Dhabi. Jodie Lock, AECOM’s associate director of economic development, highlighted the region’s success as “a model for success in both mature and emerging markets.”
The report also noted increased per capita spending at many parks, with guests spending more per transaction and making more transactions overall.
The 2023 TEA/AECOM Theme Index and Museum Index marks the return of annual attendance rankings for all parks and museums, which had been suspended during the pandemic years.
The full report, along with historical data dating back to 2006, is available for free download on the TEA and AECOM websites.
Disney’s Role in the 2023 Theme Park Attendance Recovery
Disney continues to lead the global theme park industry, showcasing resilience and innovation in the face of challenges. The 2023 TEA/AECOM Theme Index highlights Disney’s significant contribution to the overall rebound in theme park attendance. Disney’s parks experienced notable growth, with some locations returning to or surpassing pre-pandemic attendance levels.
In North America, Disney’s flagship parks, including Magic Kingdom at Walt Disney World and Disneyland in California, saw modest yet steady increases in attendance, attributed to the introduction of new attractions like TRON Lightcycle / Run and the Journey of Water, Inspired by Moana. Despite the overall sluggish recovery in the region, Disney’s commitment to continuous investment has paid off, maintaining its status as the top global operator by a wide margin.
Internationally, Disney parks also played a pivotal role in the global attendance surge. Shanghai Disneyland led the recovery in Asia with a staggering 164% increase in attendance, driven by the launch of its new Zootopia-themed area. Meanwhile, Tokyo Disneyland and Tokyo DisneySea collectively saw a 24.5% rise in visitors, thanks in part to the opening of Fantasy Springs, DisneySea’s largest expansion to date. Hong Kong Disneyland also returned to pre-pandemic attendance levels, supported by the successful launch of its World of Frozen expansion.
Disney’s ability to leverage its beloved intellectual properties, alongside strategic investments in new attractions and expansions, has not only bolstered its parks’ recovery but also reinforced its leadership in the global theme park industry. As the report suggests, Disney’s approach of consistent reinvestment and innovation will likely continue to drive its success in the years to come.
