Trend in Amusement Park Visits Points to Opportunity

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.

Sources:IBIS release, July 2008; Sanders, Peter. "Disney's Theme Parks Help Net Rise 9%," Wall Street Journal, 7.31.2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.