According to research concern, IBIS, the US amusement and theme park industry is in decline. IBIS links a projected 2% 2008 revenue drop to demographics. This trend is pressuring the profits of smaller operators as well as industry giant Disney. Despite Disney’s recent bright earnings report, close scrutiny of the numbers shows a drop in US resort traffic through June of this year.
What can an agency do to help local operators increase revenues? IBIS analyst George Van Horn points to three opportunities:
- Increase marketing to appeal to international travelers
- Try to get visitors to spend more once they are in the park
- Expand offerings such as entertainment to interest non-traditional visitors
Share this data with your amusement park operators and develop a new marketing plan.