The theme park world is more competitive than ever. As always, Disney and Universal are the most important players in the theme park game, and they’re both expanding tremendously. However, they aren’t the only players. 

According to the BLS, in 2023, there were 1,273 amusement and theme parks nationwide. The industry grew 43 percent from 2013 to 2023, adding 383 establishments. This is a good sign of what’s to come. 

While these two mega-companies are ruling the theme park world, other brands are starting to realize that providing immersive experiences for their customers is absolutely essential in order to build brand loyalty. As a result, they’re getting into the theme park business and creating exciting initiatives like never before. 

Here’s a look at what’s going on in the theme park world. 

The Disney Era Continues 

The Walt Disney Company has dominated the world of theme parks since opening Disneyland back in 1955. But the massive media and entertainment conglomerate continues to create exciting new ways to drive traffic each year, and they’ve been successful: Disney’s parks have been the company’s most important financial driver, representing 59% of its operating income in the 2024 fiscal year, according to CNN.

That’s why they aren’t stopping anytime soon. In 2023, Disney announced a massive $60 billion investment in its experiences segment, which includes everything from theme parks to cruise lines and consumer products. 

In June, Disney announced Piston Peak National Park, the “largest expansion in the history of Magic Kingdom.” The park continues “the sweeping storytelling tradition that has crossed Liberty Square and Frontierland since opening day.” It will feature “an awe-inspiring wilderness filled with towering trees, snowcapped mountains, breathtaking waterfalls, roaring rivers and impressive geysers,” according to Disney. Piston Peak’s architecture will be based on that of the real-world “Parkitecture” style, which focuses on blending buildings with the surrounding natural landscape harmoniously, ABC News reported.  

Out west, Disneyland also has a lot of irons in the fire, one year into a massive expansion. The same goes abroad, where Disney is said to see a lot of potential growth in international resorts, where there has been a lot of growth in guest spending and attendance, save for China. In May, they announced the Disneyland Abu Dhabi resort, which will become Disney’s seventh global resort destination.  

Universal Domination

Universal has long been in Disney’s shadow when it comes to theme parks, but they’ve been making waves in their own right. In 2023, the most recent year for which attendance numbers were available, Universal Parks attracted about 61 million visitors worldwide, a 70 percent increase from a decade earlier. 

Back in February, they unveiled theming for a new park in Texas aimed at families. Universal Kids Resort, focused on children ages 3 to 8 and under construction near Dallas, will offer rides and play areas themed to movie franchises like Shrek, Trolls, Minions, Puss in Boots, and Jurassic World. The 32-acre “starter” park is expected to open next year, the New York Times reported.

Across the country, Universal Horror Unleashed will open in Las Vegas in August. The 100,000-square-foot attraction will include four haunted houses pegged to movies like The Texas Chainsaw Massacre and The Exorcist: Believer. That’s in addition to a massive theme park development in Orlando, Fla., opening this spring, and Universal London, which is set to open by 2031. They’re also considering Wicked attractions and a major park for Britain, too.

Universal Epic Universe, one of the most notorious immersive parks created in recent years, made waves earlier this week with news that Universal Orlando has officially filed permits with Orange County for a major expansion project described as “vertical construction” and classified as a shop, warehouse, or restaurant. Even though Epic Universe only recently debuted, they’re already planning expansions, a sign of great prosperity.

Outside the Disney and Universal Bubble

The idea that all theme parks are directly related to Disney or Universal is a misunderstanding. Many of these smaller theme parks thrive on immersive experiences, and they show how other brands are stepping into the theme park arena. 

Based on the beloved children’s TV show, Florida’s Peppa Pig Place draws small children from across the country. It features water park elements and interactive live shows with characters and rides. While it hasn’t debuted yet, Mattel Adventure Park, which will get a lot of press thanks to the astronomical success of Barbie’s film adaptation, is currently on its way toward completion. Of course, there has been growth in smaller parks, as well. Sesame Place Philadelphia has been around forever, but just expanded to San Diego in 2022. Smaller chains, like Fun Spot America, populate vacation areas like Florida.

Simply put, it’s not just Disney and Universal out there making waves in the theme park world. Some people are even turning former theme parks into new places, like the abandoned theme park that’s now a chic glamping facility. Across the board, theme parks are vessels for creativity.

Competition is high for Disney and Universal, and the next few years will be important ones when it comes to showing who will come out on top financially. Theme park guests are looking to experience unique, immersive destinations, and it’s the brands that continue to lean into that which will profit the most. By creating coveted destinations, brands are looking at the long game and building a sustainable future built upon strong customer relationships.