Operators around the world are approaching or exceeding pre-pandemic attendance figures as they take note of industry changes that could endure for decades.
Burbank, Calif. (August 15, 2024) —2023 marked the global end of Covid-19 restrictions as governments ended travel quarantine and restricted movement guidelines. Many facilities around the world are eager to get back to normal, enticing guests with new attractions or exhibits, incentives for return visits and special events. Many were successful, and the top 25 theme parks worldwide collectively increased attendance by 23% over 2022 figures. Museums, which were the most negatively affected throughout the pandemic, increased by 95%.
The largest jumps in year-over-year figures (78%) came from parks in China, which saw a more restricted operating environment throughout 2022. The U.S. saw a small 3% increase, with some major parks in Orlando. The area is just below – the result of softer demand for international travel to the US. Europe was relatively strong, with a 5% increase, driven by parks investing in more comprehensive resort offerings.
Details on these dynamics and more can be found in the 2023 TEA/AECOM Theme Index and Museum Index, the 18th annual edition presented by Storyland Studios. This annual, calendar-year survey is produced in partnership with the Theme Entertainment Association (TEA) and Economic Practice at AECOM. The new, 2023 version was officially released on August 8, 2024. This report and all versions prior to 2006 are available for download in full. TEA website and the AECOM website.
„The industry depends on the information and data in the TEA/AECOM Theme Index and Museum Index,” said TEA International Board Chair Melissa Oviedo of B Morrow Productions. „The trends identified in this study are vital to planning for the future in the cultural attractions and theme park markets. TEA is proud to work with AECOM on this valuable resource.
The 2023 TEA/AECOM Theme Index and Museum Index examines the market by region – Americas, Asia-Pacific, Europe, Middle East & Africa (EMEA), as well as the overall global market. This year marks a return to the attendance rankings for all parks and museums. During the Pandemic (2020-2022) the 2019 edition of the lists was put in place without re-evaluation by arrival. With the return to smooth and consistent operating conditions, the traditional annual ranking resumes, resulting in many new facilities being added to the lists.
„2023 was really a major turning point for the industry,” said John Robinette, senior vice president of AECOM’s Economics + Consulting practice. „The pandemic at the start of the year is largely behind us and parks and museums can begin to focus on investment plans for the future.”
„Additionally, many operators continued to have high per capita spending throughout the year,” he continued. „Not only did guests spend more per transaction, but the number of transactions also increased, pointing to a revenue trend that will greatly influence how parks strategize for future growth.”
USA – Theme parks and water parks
In the U.S., many parks that performed relatively poorly in 2022 performed well this year, while others that performed well last year had much weaker results in 2023. Most of these interactions can be incorporated when facilities roll out new capital projects.
„The wave of post-pandemic demand has basically come to an end,” said Francisco Refurso, economist at AECOM. „Parks that quickly return to sustainable reinvestment to continue attracting guests tend to do better.”
Asia-Pacific – Theme parks and water parks
China’s parks saw massive gains in 2022 and eventually recovered to their pre-pandemic numbers, helped in large part by expanded properties from several major operators and, in some cases, free or reduced-price tickets. Outside of China, parks continue to perform well and are expected to continue to grow as travel in the region begins to pick up again.
„The Asia-Pacific market saw the largest and longest impacts from the pandemic,” said Beth Chang, managing director of AECOM’s economics practice for its Asia-Pacific region. „With numbers returning to pre-Covid levels, it remains to be seen whether or not the region will return to the exponential growth observed earlier.”
Europe, Middle East and Africa (EMEA) – Theme parks and water parks
With sustained investment during the pandemic, European parks shine in 2023, with gains almost entirely in line. Notably, the region welcomed its first park from the Middle East with the addition of Warner Bros. World Abu Dhabi. The May 2023 launch and subsequent strong showing by SeaWorld Abu Dhabi indicated that both parks could join the list next year, making up 10% of the list from the Middle East.
„The success of the Middle East region is a welcome addition to our roster,” said Jody Locke, AECOM’s associate director of economic development. „The relative strength of the EMEA region as a whole is a model for success in both theme parks and water parks, both in mature and emerging markets.”
Museums
Museums are only 6% below 2019 levels, but activity varies greatly in different regions of the world and points to the market share shifts occurring in cultural attractions. Asia – especially China – has emphasized and promoted museum development and attendance, resulting in a large share of the list of top 20 museums worldwide by Chinese institutions. European museums, particularly those in the UK, have seen more modest growth, while facilities in North America are beginning to benefit from a long overdue round of investment and expansion.
„Museums are really starting to embrace more interactive and dynamic exhibits to attract visitors and keep them interested in their institutional work,” said Linda Cheu, vice president of AECOM’s Economics + Consulting practice. „While museums’ digital or virtual footprints expanded dramatically during the peak of the pandemic, we are now seeing physical spaces revitalized through reinvestment. The resulting experiences point to a bright future for cultural institutions around the world.”
Access the full report
The TEA website and the AECOM website are official sources for free viewing and download of the latest, full version of the 2023 TEA/AECOM Theme Index and Museum Index, as well as past reports dating back to 2006.
TEA/AECOM collaboration
„The TEA/AECOM Theme Index and Museum Index provide essential benchmarking information that the industry relies on,” said TEA’s Ovieo. „TEA is proud to present this through a long-standing partnership with AECOM, with special thanks to Storyland Studios for their support.”
Since 2006, TEA and AECOM have collaborated to produce and publish the annual TEA/AECOM Theme Index, making the report freely available as a resource and reference for business and education. It was expanded to include a museum index in 2012. The TEA/AECOM Theme Index and Museum Index is a definitive and widely cited global resource. , and tourism. This is an important note for the media. It is published in PDF format in English on the TEA and AECOM websites. An abbreviated version is also available in Chinese on WeChat.
This year, Storyland Studios joined as a presenting partner. „In no other medium can you find a collection of data that helps you measure industry success, opportunities and trends in one place. This invaluable and free resource continues to be the ultimate source of theme park and museum data available to the public,” said Ben Thompson, Partner & Chief Strategy Officer, Storyland Studios.
About the theme Entertainment Society
The Theme Entertainment Association (TEA) is an international not-for-profit association representing the world’s leading creators, developers, designers and producers of immersive attractions and experiences. Our members provide storytelling and entertainment experiences to numerous theme parks, water parks, museums, wildlife attractions, casinos, hotels/resorts, restaurants, retail stores, sports/performance venues and an ever-growing list of venues. Aimed at bringing more global audience experiences. arrival http://www.teaconnect.org. #TEAthemeindex @tea_connect
About AECOM
AECOM is the world’s trusted infrastructure consulting firm, providing professional services across the project lifecycle – from planning, design and engineering to program and construction management. In projects spanning transportation, buildings, water, new energy and the environment, our public and private sector clients trust us to solve their most complex challenges. Our teams are driven by a common purpose to deliver a better world through our unrivaled technical expertise and innovation, a culture of equality, diversity and inclusion, and environmental, social and governance priorities. AECOM is a Fortune 500 company and its professional services business is expected to generate $14.4 billion in fiscal 2023 revenue. See how we’re passing on sustainable legacies to generations to come at aecom.com and @AECOM.
About Storyland Studios
Storyland Studios is a full-service strategy and design firm. With offices in California, Atlanta, Orlando and London, its team of professionals has significant experience in designing theme parks, museums, resorts and other projects around the world. Storyland helps clients achieve a story-driven big idea and then shape it into stories that resonate with guests and users around the world. The company’s collaborative process aligns creative efforts with client business goals and embarks on a journey through strategic storytelling to master planning and product design while delivering memorable guest experiences.
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