The global end of COVID-19 restrictions saw governments lift travel quarantines and ease operating guidelines, allowing many attractions worldwide to return to normalcy. To attract visitors, many facilities introduced new attractions, exhibitions, and incentives, leading to a 23% increase in attendance at the top 25 theme parks globally compared to 2022. Museums, which faced significant challenges during the pandemic, saw a remarkable 95% increase in attendance.
China’s theme parks experienced the most significant year-over-year growth at 78%, rebounding from strict 2022 restrictions. The Americas saw a modest 3% increase, while Europe’s 5% growth was driven by parks investing in extensive resort offerings.
The 2023 TEA/AECOM Theme Index and Museum Index, presented by Storyland Studios, offers a comprehensive analysis of these trends. This annual report, now in its 18th edition, is a vital resource for the global attractions industry. It details regional and global attendance data, highlighting the return of consistent operating conditions and the reintroduction of traditional annual rankings.
In the Americas, parks that invested in new attractions saw better performance, while the Asia-Pacific region, particularly China, rebounded strongly to pre-pandemic levels. Europe’s steady investment during the pandemic resulted in across-the-board gains, with the Middle East making a notable entrance onto the list with Warner Bros. World Abu Dhabi and SeaWorld Abu Dhabi.
Museums are now just 6% below 2019 attendance levels, with significant growth in Asia, particularly China. European museums have seen modest growth, while North American institutions are benefiting from overdue investments.
The full report, available on the TEA and AECOM websites, is a crucial benchmarking tool for the industry. Since 2006, TEA and AECOM have collaborated on this annual report, expanding it in 2012 to include the Museum Index. The 2023 edition, supported by Storyland Studios, continues to serve as the definitive resource for theme park and museum data worldwide.
