Attraction Industry Leaders Report Strong Outlook on Summer Travel Numbers and Industry Trends

ORLANDO, Fla. (April 30, 2024) — Attractions across the globe always aim to bring eager consumers the latest and greatest—and with attractions in more than 100 countries, the International Association of Amusement Parks and Attractions (IAAPA) is the expert source on what’s next.

Today, President and CEO Jakob Wahl said summer travel numbers look strong, according to IAAPA’s members.

IAAPA expects to see a 2 percent boost in North American theme park attendance, representing more than 300 million visits in 2024. Consumer spending is expected to match the pace, with more than $32 billion projected to be spent—a 7 percent increase.

“As the weather warms up, many people are thinking of the classic summer vacation,” Wahl said. “We’re seeing consumers shifting spending from material goods and instead investing in those trips—and memories—with family.”

Attractions are rising to the occasion to meet consumers with new experiences. Wahl shared four trends guests can look forward to seeing this summer.

• Family Attractions: IAAPA has seen a noticeable rise in the creation of family entertainment experiences from its members. Examples of these attractions include upcoming family coasters like Good Gravy at Holiday World in Indiana and Penguin Trek at SeaWorld Orlando — which are both set to open this spring — as well as Mattel Adventure Park and Destination KCK opening in Kansas City in 2026. These attractions allow families to create unforgettable memories together, which Wahl said aligns with the shift from investing in material goods to experiences.
   
• Technology and Inclusiveness: IAAPA member parks and attractions have been making strides to use technology to create more inclusive and accessible guest experiences. IAAPA 2023 Hall of Fame inductee, the Hartman family of Morgan’s Wonderland, exemplifies this spirit of “Fun for All” with their collection of Ultra-Accessible™ attractions in San Antonio, Texas. Another notable example of this trend is the team behind the Peppa Pig theme parks, which are certified autism centers. A second Peppa Pig Theme Park is set to open in the Dallas-Fort Worth area this year. Wild Waves Theme and Water Park in Washington has implemented new technology to improve guest experiences with a new Digital Pass for season passholders, which can be loaded onto Apple or Google Wallet and provides easier, faster access with no lines.
   
• Attractions for Younger Children: In the vein of inclusion and experiences for the family, attractions have been making efforts to fill a gap in the industry by creating experiences geared specifically toward younger children so young and growing families can experience a day at the theme park as well. One example would be The Franklin Institute’s new Wonderous Space exhibit — an immersive, multisensory, two-story experience designed to inspire excitement for space science in school-aged children with six hands-on attractions. Universal Studios Florida has also been developing attractions aimed at younger children like the new Illumination's Villain-Con Minion Blast, plus attractions and activities coming to the new DreamWorks Land, opening on June 14, 2024.
   
• Zoos and Aquariums: Exhibits are evolving to become more nature-driven, emphasizing authenticity with more greenery. This creates a more enjoyable experience for both guests visiting the exhibits and the animals that call the zoos and aquariums home. These initiatives also create a focus on conservation initiatives and sustainability. The Virginia Aquarium & Marine Science Center recently welcomed new animals and completed a $28.9 million renovation and expansion. Holding nearly 20,000 gallons of water and home to more than a dozen species living in lush, natural environments, the new South Building also features windows overlooking the new veterinary care center. SeaWorld Orlando is also home to a state-of-the-art Coral Rescue Center which provides a meaningful way to view living corals up close through interaction with biologists, learn more about conservation and understand the steps everyone can take to make a difference in ocean health.

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