MARKET REPORT: NORTH AMERICA
fireworks spectacular, the park celebrated its history while delivering fresh experiences for contemporary audiences. By focusing on live entertainment,
storytelling and emotional connection, Dollywood reinforced its reputation as a destination that offers something fundamentally different from larger corporate resorts. This approach has proven particularly effective in building loyalty and encouraging repeat visitation. Hersheypark also made headlines with
the introduction of Twizzlers Twisted Gravity, a high-thrill pendulum ride that blends brand integration with an intense ride experience. The attraction demonstrates how regional parks can successfully leverage well-known consumer brands while maintaining a strong sense of place. SeaWorld’s continued evolution was
evident in 2025 with the debut of its latest flying theatre attraction. Combining immersive visuals with a conservation- focused narrative, the experience reflects SeaWorld’s broader strategy of blending entertainment with education. This balance is expected to remain central to the company’s development philosophy as it looks ahead to future projects.
Guest experience, technology and storytelling Across North America, 2025 reinforced the importance of the holistic guest journey. Operators invested not only in headline attractions but also in supporting infrastructure, including improved queue environments, shaded seating areas and enhanced accessibility. Digital tools such as mobile apps, virtual queues and personalised communication continued to shape how guests plan and experience their visits. Storytelling emerged as a unifying theme across projects of all scales. Whether
through fully immersive lands at destination resorts or lighter narrative touches at regional parks, operators increasingly recognised the value of emotional engagement in driving satisfaction, loyalty and repeat visitation.
Looking ahead to 2026 As the North American attractions industry looks toward 2026, the outlook remains positive. Strong attendance, sustained investment and a robust pipeline of announced projects suggest continued
2026 Projects to Watch
Universal Orlando Resort: The Next Chapter Following Epic Universe’s landmark debut, Universal is poised to expand with new attractions tied to emerging IP and possibly introduce a new hotel concept designed to complement the immersive themes of Epic Universe. Industry speculation suggests announcements in late 2026 will include updates to The Wizarding World of Harry Potter and new entertainment formats leveraging cutting-edge technology.
Mattel Adventure Park Bonner Springs The second Mattel Adventure Park, currently under construction in Kansas, promises to raise the bar for multi-brand immersive parks. Early reveals suggest it will include expanded indoor coasters, advanced VR-enhanced attractions, and themed retail and dining zones designed to appeal to broad audiences in the Midwest.
Six Flags Rapterra at Kings Dominion Set to be the world’s tallest and longest launched wing coaster, Rapterra will be a headline attraction in 2026. The ride combines innovative coaster technology with immersive theming inspired by prehistoric creatures, targeting thrill-seekers and enthusiasts alike.
Hersheypark’s Indoor Expansion The new indoor coaster themed around Hershey’s chocolate brands aims to provide a year-round attraction that will enhance visitor numbers during colder months. With detailed theming, interactive elements and family-friendly thrills, this project marks a significant diversification for the park.
SeaWorld Orlando’s Conservation Experience Building on AIRIFIC Flying Theatre’s success, SeaWorld plans to unveil a new multi-sensory habitat experience highlighting ocean preservation and featuring interactive exhibits and live animal encounters designed to deepen guest awareness and involvement.
Regional and Boutique Parks Watch for several regional parks to invest in unique IP partnerships, interactive technology and seasonal festivals, reflecting a broader trend toward targeted guest engagement and community integration.
growth and evolution. While challenges such as rising costs and increased competition remain, the diversity and resilience of the market provide a strong foundation for future development. Rather than resting on its reputation as a
mature market, North America continues to adapt, innovate and lead. With further developments already on the horizon, the year ahead promises to build on the momentum established in 2025, reinforcing the region’s position at the forefront of the global attractions industry.
PARK WORLD Handbook & Buyers’ Guide 2026
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