The State of the Global Attractions Industry

Initial 2025 Insights 

With the first four months of 2025 now in the books, global optimism for the year ahead is tempered by market volatility, geographical unrest, the threat of tariffs, and political uncertainties. 
While the winter months limit operations at attractions in the northern hemisphere, attractions located in the southern hemisphere have seen mixed results.  

Meanwhile, some manufacturers and suppliers have enjoyed impressive sales figures with orders trending well for new equipment that will be delivered in the years ahead.  

TRENDS 

Several trends have emerged early in 2025: 
 

• Operators have identified an opportunity to drive new revenue by creating overnight lodging options adjacent to an attraction or in close proximity.  
• The uncertainty of new tariffs have affected everything from facility product purchasing to attendance forecasting, as consumers adopt a wait-and-see attitude before committing to a visit.  
• Manufacturers and suppliers are encouraged by orders to date. Several have seen strong sales for new equipment to be delivered in the years ahead. However, new tariffs will have an impact on pricing for facilities ordering rides and taking delivery in the near future. 

MEMBER OUTLOOKS BY REGION 
Asia-Pacific 

The desire to visit attractions in China is strong. Many operators are opening hotels near established and new attractions, encouraging a longer length of stay. While visitor attendance has proven encouraging during the first few months of 2025, in-park per capita spending has dropped compared to recent years. Degradation on merchandise and premium access products (such as queue bypass upgrades) is prevalent, as consumer confidence in China has dropped, attributed to uncertainty around tariffs. Therefore, operators are offering promotions and adjusting pricing strategies. Yet, there is optimism surrounding the anticipated distribution of government-provided stimulus packages, that will empower citizens to visit attractions. Leading surveys show Chinese consumers plan to spend discretionary income on travel. 

Meanwhile, nations in the south Pacific have felt the impact from the lack of travel by Chinese citizens. The reduction in spending at attractions across the region is of concern. Wet weather has also negatively impacted attendance during the summer months for those attractions south of the equator.  
 

Europe, Middle East, Africa 

Operators report the years since the global pandemic have provided mixed results: some seasons produced banner attendance, while others remained disappointingly flat. While current market conditions can be described as “volatile,” 2025 has showed an encouraging start to date. This is attributed to how some European operators anticipate a deflationary economic environment that may give consumers greater buying power. This is anticipated to drive discretionary spending and result in higher attendance.  
Yet, the optimism is limited, as cold spring weather has proven frustrating in some European nations, with the chillier temperatures tempering attendance.  

In the Middle East, anticipation is building for the opening of several new high-profile theme parks and water parks within the next 12 months. These properties are new from the ground-up and present an opportunity for the global attractions community to share best practices with new operators in Saudi Arabia. Meanwhile, established Middle East attractions are enjoying an increase in attendance thus far in 2025, compared to 2024 attendance figures from the same period.  

Latin America, Caribbean 
The 2025 summer season south of the equator has shown promise, with an increase in attendance over the same period in 2024. Focused marketing and competitive pricing were credited with the increase in visitor footfall. Countries in southern Latin America are benefitting from lower inflation rates over the past year.   
Yet, Mexico has proven perplexing: sales across the country are stagnant, especially in Cancun. The worry about the impact tariffs will play is top of mind.  

However, the reverse is reported from Mexico City, where sales are strong in the capital city.   
 

 
North America 

Offering special events beginning in the winter months has produced positive results and a fresh term: “festivalization.” Food and wine festivals, art festivals, and music festivals are providing a boost to early season attendance, while specialty food and beverage products have gained a reputation for driving additional spending.  

Investing capital dollars in overhauling existing infrastructure to provide an upgraded experience for guests is also trending. Renewed food and beverage locations, along with remodeled restroom facilities, lead the way. These beautification projects come as several established regional properties in North America surpass their 50th anniversary.  
Adding overnight accommodations at existing properties is also a means for several operators to increase length of stay and drive additional revenue.  
Meantime, how tariffs will impact operators is still unknown and top of mind.  

New tariffs will make securing products—like games plush and merchandise made outside the United States—more expensive to import. Ahead of the rate hikes, some operators created additional storage space and took possession of goods earlier in the season than what they have imported in the past to avoid paying the tariffs.  
Also of concern for several American facilities: a softening in the zest to travel south by Canadians who are accustomed to spending their summers in the United States. The current political climate between the two nations may adversely affect the sentiment to travel in the months ahead. 
Yet there is a bright spot: some operators report for the first time in many years, seasonal staffing levels are stable. 

Manufacturing and Suppliers 
Orders for new equipment to fulfill capital expenditures at attractions in the United States and Europe are quite good, with orders proving strong from Scandinavia, Benelux, Germany, and the United States. Orders from the Middle East also continue to be steady.  
Asia-Pacific recovery after the effects of COVID-19 are proving slower for suppliers. 

The opening of lagoons and surf parks are providing promise for designers and manufactures who provide equipment and components for this genre of attraction.  
 

ABOUT 

The insight and analysis provided in the reflections above are provided by the IAAPA Board of Directors, a collection of 22 attractions industry professionals representing a dynamic tapestry of owners, operators, suppliers, manufacturers, service providers, and leaders working around the world.