Latest TEA/AECOM global attractions report shows theme parks, waterparks and museums as having 'closed the chapter' on recovery

Attractions around the world are approaching or exceeding their pre-pandemic attendance figures according to the latest the Themed Entertainment Association (TEA)/AECOM Theme Index and Museum Index.

Released this week, the report notes how 2023 marked the global end of COVID-19 restrictions, as governments around the world ended travel quarantines and restrictive operating guidelines.

Presented by Storyland Studios, the 2023 TEA/AECOM Theme Index and Museum Index explains that attractions around the world, eager to return to a sense of normalcy, lured guests in with new attractions or exhibitions, incentives for repeat visitation, and special events. Many were successful, and the top 25 attended theme parks around the world collectively increased attendance by an impressive 23% over 2022's figures. Museums, having been more negatively impacted throughout the pandemic, increased 95%.

The largest jumps in year-over-year figures (78%) came out of parks in China, which saw the most restrictive operating environment throughout nearly all of 2022. The Americas saw a small 3% increase, with some major parks in the Orlando area slightly down - the result of soft demand for international travel to the United States. Europe remained relatively strong, with a 5% increase driven largely by parks that have invested in more expansive resort offerings. 

Explaining that the report sees the industry looking to the future, TEA International Board President, Melissa Oviedo of B Morrow Productions, advised "the industry depends on the information and data from the TEA/AECOM Theme Index and Museum Index.

"The trends identified within this study are vital for planning for the future in the cultural attractions and theme park markets. TEA is honoured to work with AECOM on this valuable resource."

Now in its 18th annual edition, the definitive resource of attendance information on the world's most-visited theme parks, waterparks and museums, the calendar-year study is produced in collaboration with the TEA and the Economics practice at AECOM.

The 2023 TEA/AECOM Theme Index and Museum Index studies the sector by region - The Americas, Asia-Pacific, Europe, Middle East & Africa (EMEA), in addition to the global market as a whole. This year marks the return to attendance rankings for all parks and museums. During the pandemic years (2020-2022) the set of lists in 2019's edition were held in place without re-evaluation by attendance. With a return to even and consistent operating conditions, the traditional annual ranking resumes, resulting in the addition of several new facilities to the lists.

John Robinett, Senior Vice President of AECOM's Economics + Advisory practice, added "2023 was really a major turning point for the industry.

"The pandemic was largely behind us at the start of the year and parks and museums could start focusing on investment plans for the future.

"Additionally, many operators continued to report higher per capita spending throughout the year.

"Not only were guests spending more per transaction, but the number of transactions also increased, pointing to a revenue trend that might greatly influence how parks strategize for future growth."

This year, Storyland Studios joined the report as Presenting Partner.

Ben Thompson, Partner & Chief Strategy Officer at Storyland Studios, commented "in no other medium will you find a collection of data that enables you to measure the success, opportunities, and trends of the industry in a single place.

“This invaluable and free resource continues to be the ultimate source of theme park and museum data available to the public.”

Click here to view the full report.