A recent analysis by Forbes contributor Caroline Reid reveals that Walt Disney World parks have experienced a significant 26% decrease in attendance over the past five years, sparking concerns about the future of Disney’s historically dominant theme park business.
Wow, I was really surprised to see just how much ground Disney is losing to Universal! I was looking at a search volume comparison – basically, how often people are searching online for ‘Magic Kingdom’ versus ‘Universal Studios Florida’ over the last five years – and the difference is pretty striking. The graph really tells a story. You can read more about the details and background in a recent article on Forbes – I’ve included a link if you’re interested in checking it out!
— Movieconomics (@movieconomics) October 21, 2025
Although travel around the world has recovered after the pandemic lockdowns, Disney parks are facing challenges. Specifically, Walt Disney World in Florida has become noticeably less popular since 2019, losing visitors at a faster rate than competing theme parks like Universal Orlando and Dollywood.
A Park-By-Park Breakdown That Should Worry Disney Executives
When you drill down into the numbers, the picture gets even bleaker.
Attendance is down at Walt Disney World’s parks. Magic Kingdom, the most popular theme park globally, has seen a 21% decrease in visitors. EPCOT, which just finished a major renovation, is down slightly at 4.2%. Hollywood Studios, featuring Star Wars: Galaxy’s Edge and Toy Story Land, experienced a significant 43% drop, and Animal Kingdom, known for its detailed environments, has seen the largest decline with a 52% decrease.
These attendance drops are surprising, as experts predicted a big increase in visitors after the pandemic lockdowns ended. However, Disney’s figures show that public interest is actually decreasing and staying low.
Guests Aren’t Buying the “Magic” Anymore
For many years, Disney theme parks were known for staying popular even during economic downturns – families would plan and save for years to visit. However, recently, higher prices, extra fees for shorter wait times, and changes in the parks’ overall themes may be turning away loyal customers.
Look, as a longtime Disney fan, I have to say the shift from FastPass to Genie+ and Lightning Lane really rubbed a lot of us the wrong way. It feels like we’re now being asked to pay extra for something that used to be a perk of going to the parks. And honestly, that’s been compounded by some recent controversies surrounding the company’s public statements. It’s created a real sense of frustration, and I’m not sure even the most spectacular fireworks display can fully repair the damage to their reputation right now.
Despite CEO Bob Iger’s claims of prioritizing the parks, data from Forbes suggests a different story: attendance is down and the parks aren’t fully recovering. Disney continues to charge record-high ticket prices, even though wait times are getting shorter and fewer people are visiting. While these high prices are keeping the parks profitable, they’re coming at the cost of attendance.
Universal’s Gains Tell a Different Story
Universal’s theme parks in Florida have largely avoided damage from the storm. Universal Studios Orlando experienced a small decrease in visitors – just 2.5% – while Islands of Adventure maintained its usual attendance levels with no drop at all.
Universal’s new Epic Universe park, which opened in March 2025, is already making a big impact. Initial reports show high visitor numbers, and experts predict it will bring record levels of tourism to Central Florida, potentially drawing visitors away from Walt Disney World.
Dollywood Rises as Disney’s Decline Deepens
Although Disney’s theme parks are starting to slow down, Dollywood in Tennessee is rapidly becoming a major success story in American tourism.
Interest in Dollywood has surged since 2020, according to Google Trends data. Searches have nearly tripled, increasing by 191% in five years, from a score of 32 to 93. Meanwhile, searches for Walt Disney World have been gradually decreasing, mirroring a similar drop in attendance noted by Forbes.
Dollywood has experienced a remarkable turnaround. What was once seen as a local destination is now generating more online buzz than Disney World, suggesting a shift in where families are choosing to vacation. Dollywood has focused on being affordable, welcoming, and providing a great experience for families, while Disney has increased prices and added extra fees for many things.
Dollywood’s approach – focusing on genuine experiences rather than just flashy marketing – appears to be working well. Unlike Disney, which is cutting back on shows and increasing prices, Dollywood is consistently adding new features like Big Bear Mountain and HeartSong Lodge, growing its park without losing its loyal visitors.
The Changing Theme Park Landscape
Disney long considered Universal a minor competitor and Dollywood almost irrelevant. However, that’s changed. Universal has become a major destination thanks to its big investments in immersive themed lands based on popular franchises, like Super Nintendo World and The Wizarding World of Harry Potter. At the same time, Dollywood has gained huge online popularity by focusing on welcoming hospitality and family-friendly experiences.
Unlike some other theme park companies, Disney hasn’t been quick to introduce major new attractions. They’ve mostly been making small improvements to existing rides or giving them new themes. Even dedicated fans are beginning to express disappointment online, feeling that the park lacks fresh ideas and relies too much on familiar characters and stories that aren’t as popular with families as classics like Pirates of the Caribbean and the Haunted Mansion used to be.
The Bottom Line
A significant 26% decrease in how people view Disney isn’t a temporary issue—it’s a serious warning sign. According to Forbes, Disney’s U.S. theme parks are starting to lose the enthusiasm and loyalty of regular visitors, while competitors like Universal and Dollywood are becoming more popular.
The last five years have been tough for Walt Disney World. Online searches for the resort are down 26% since the beginning of 2020. You can find more details here 👇
— Movieconomics (@movieconomics) October 21, 2025
As a huge theme park fan, I’m watching things shift, and it looks like Universal Orlando is really poised to take the crown as the top destination in America within the next few years – and Dollywood is becoming a serious competitor too! Honestly, it’s a little shocking to think about, because Disney used to be the gold standard for family fun, and this could mean a major change in the industry.
The numbers don’t lie — and the crowds aren’t searching for Disney Magic like they used to.
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2025-10-22 14:58