Disney bucks the theme park downturn with slew of discounts and deals

Disney theme parks are drawing in larger crowds than their competitors — thanks to a slew of discounts and deals.

Special promotions and price cuts have boosted Disney’s attendance, which rose 3 percent in the most recent quarter compared to last year — and is expected to continue to climb through the end of the year, according to The Wall Street Journal.

It’s the biggest jump in attendance Disney’s parks have seen since 2023, amid a surge of post-Covid visitors. It also comes amid a “summer slump,” or drop in visitors during peak summer vacation months, when Florida typically experiences extreme heat.

Disney’s soaring attendance comes as competitors Universal Orlando Resort and SeaWorld have both reported fewer guests compared to last year.

SeaWorld says it has seen less foot traffic due to poor weather in July and fewer international visitors coming to the U.S., the company told the Journal.

Meanwhile, high prices at the gas pump and costly plane tickets have caused Universal to see fewer visitors, Jason Armstrong, the chief financial officer of Comcast, which owns Universal, told investors earlier this month.

Armstrong noted that Universal’s Epic Universe park opened in Florida last year, meaning some guests may have planned their trips for 2025 instead of this year.

However, Disney has been able to draw in more and more visitors this year, travel agents told the Journal.

Disney’s Chief Financial Officer Hugh Johnson said the company was focused on providing discounts and lowering prices so that more American visitors would come.

Disney’s parks have also drawn in more guests after expanding its Cool Kids’ Summer program, which runs from late May to early September, and offers activities like kid dance parties and character meet-and-greets.

In California, Disneyland Resort recently introduced deals that include free “park hopping” between its two theme parks for kids between the ages of 3 and 9, according to the report.

Disney also launched a new year-round promotion at the start of the year where young children can eat for free if others in their party book a room at a Disney-owned hotel and purchase dining plans.