Theme parks are facing a tougher summer as gas prices and airfares climb. Recent attendance figures show the pressure is landing unevenly across the sector.
Disney cut prices and filled its parks
Disney is bucking the slowdown with promotions and package deals. Its attendance increased 3% last quarter, the strongest gain since 2023.
Discounts kept visitors coming without weakening spending inside the parks. Per capita guest spending rose 4%, while CFO Hugh Johnston said Disney focused on attracting more US visitors.
Some resorts offered discounts of up to 30% on stays lasting at least five nights. Disneyland also gave children ages three to nine free access to park hopping.
Bookings are running ahead for 2027. Disney will add attractions based on Monsters, Inc., Indiana Jones and Cars that year.
“It’s really kept up month after month after month.”
Jonathan de Araujo, The Vacationeer Travel Agency
Universal and SeaWorld expect fewer visitors
Comcast, which owns Universal, expects softer demand through the rest of the year. CFO Jason Armstrong blamed expensive flights and high gas prices for cooling visits.
Epic Universe may have pulled some visits forward into 2025. Comcast expects that timing shift to weigh on demand this year.
United Parks & Resorts, the owner of SeaWorld, is projecting softer demand. Second-quarter attendance fell 2.9% to 6.1M visitors.
Management blamed poor July weather and a continued decline in international visitors to the US. The company said both issues weighed on attendance.
Capital keeps pouring into new parks
Emmanuel Macron and Saudi Crown Prince Mohammed bin Salman have committed to a $7B theme park north of Paris. The development will include a Dragon Ball Z-themed park.
Comcast has pledged more than $8B toward Europe’s first Universal resort, planned 45 minutes outside London. Disney announced a $60B investment in its experiences business in 2023.
Disney plans to spend $30B of that total on its domestic parks. The company still has not recouped its $4.2B Disneyland Paris investment after more than 30 years.
Six Flags operates regional amusement parks and continues to invest in new attractions. Its parks collected five top honors at the 2026 Golden Ticket Awards.
Falcons Flight at Six Flags Qiddiya City won Best New Roller Coaster and Best New Attraction Installation. Fury 325 at Carowinds claimed Best Steel Coaster for the 11th time.
CEO John Reilly said guest expectations continue to rise. Six Flags has responded with new rides and entertainment across its parks.
Demand remains strong until prices get in the way
Most young Americans still planned to travel this summer despite higher costs. One Bank of America survey put that share at 93%.
The US has lost one-fifth of its movie theaters since 2001. Nearly one-third of its bowling alleys have also disappeared.
Theme parks already use tiered pricing across tickets and add-ons. Guests can pay different amounts for shorter lines, better access and busier dates.
Affordability remains the biggest constraint. Prices are rising at their fastest pace in three years, while necessities are becoming more expensive than wages.
Investors face three different stories
Disney is using discounts to lift attendance while keeping guest spending intact. Comcast and United Parks expect weaker demand through the rest of the year.
Disney has also pointed to stronger forward bookings, giving its 2027 attraction pipeline more support. United Parks remains exposed to the weaker international visits and poor weather that hurt its latest quarter. Six Flags offers a regional park footprint built around new attractions. Familiar brands and long-running rides remain central to that appeal.
The next test for theme parks comes when discounts run their course and operators find out whether promotions brought back visitors willing to return at full price.
