IAAPA, the global association for the attractions industry, expects strong summer travel numbers and industry trends according to its members, which include attractions in over 100 countries.
The Association anticipates a 2% increase in North American theme park attendance, totalling over 300 million visits in 2024. Consumer spending is forecast to keep pace. Over $32bn is projected to be spent, representing a 7% increase.
Jakob Wahl, president and CEO, says: “As the weather warms up, many people are thinking of the classic summer vacation. We’re seeing consumers shifting spending from material goods and instead investing in those trips—and memories—with family.”
Attractions are set to make the most of this opportunity and provide visitors with new experiences. Wahl identified four trends that visitors should expect to see this summer.
Family attractions
IAAPA members are increasingly developing family entertainment experiences, a trend which can be seen in an array of upcoming family coasters. For example, Good Gravy at Holiday World in Indiana and Penguin Trek at SeaWorld Orlando are both opening this spring, and Mattel Adventure Park and Destination KCK will open in Kansas City in 2026.
These attractions enable families to make amazing memories together, which Wahl believes is consistent with the transition from investing in tangible commodities to experiences.
Technology & inclusivity
IAAPA member parks and attractions have been making progress in using technology to offer more inclusive and accessible experiences for visitors. In San Antonio, Texas, Morgan’s Wonderland epitomises the ethos of “Fun for All” by offering Ultra-Accessible attractions. Its founders, the Hartman family, were inducted into the IAAPA Hall of Fame in 2023.
A further example of this trend is the team that created the Peppa Pig theme parks, which are certified autism centres. A second Peppa Pig Theme Park will launch in the Dallas-Fort Worth area later this year.
In addition, Wild Waves Theme and Water Park in Washington has introduced new technology to enhance visitor experiences. Season pass holders can now use its new Digital Pass which can be added to an Apple or Google Wallet and allows quicker, faster entry with no queues.
Attractions for younger children
Continuing the theme of inclusivity and family experiences, attractions have been working to fill a gap in the market by developing experiences tailored specifically to younger children. This allows young and growing families to enjoy a visit to the theme park too.
One such instance is The Franklin Institute’s new Wonderous Space exhibit. This immersive, multisensory, two-storey experience has been developed to ignite school-aged children’s interest in space science through six hands-on activities.
Universal Studios Florida has also been creating attractions for young children, such as the new Illumination’s Villain-Con Minion Blast, as well as attractions and activities for DreamWorks Land, which will open on 14 June 2024.
Zoos & aquariums
Exhibits are becoming more nature-focused, emphasising authenticity with increased amounts of planting. This improves the overall experience for both visitors to the zoos and aquariums and the animals that live there.
These projects also place an emphasis on conservation efforts and sustainability. The Virginia Aquarium & Marine Science Center has recently welcomed new animals and finished a $28.9m refurbishment and extension. The new South Building, which holds approximately 20,000 gallons of water and is home to over a dozen species living in lush, natural habitats, also has windows to view the new veterinary care centre.
SeaWorld Orlando also has a cutting-edge Coral Rescue Center, which allows visitors to see living corals up close, interact with biologists, learn more about conservation, and understand the actions everyone can take to improve ocean health.
Earlier this month, IAAPA wrapped up the highly anticipated IAAPA EMEA Spring Summit 2024, which took place on Turkey’s south Mediterranean coast. The event represented a significant milestone for IAAPA and the Turkish leisure sector and welcomed more than 120 attendees from 15 countries.
