ORLANDO, Fla. (AP) — The theme park landscape in Orlando, Fla., will change dramatically next year with the opening of Epic Universe at Universal Orlando Resort. As the fourth gateway to open at Universal Orlando, Epic Universe represents an aggressive move by the resort to take significant market share from its main competitor, Walt Disney World.
Disney World remains the most visited theme park in North America, with its flagship park, Magic Kingdom, expected to attract 17.7 million visitors in 2023, according to the Theme and Museum Index.
Over the years, Universal has established itself as a vacation destination that families want to visit by opening attractions with broad appeal such as The Wizarding World of Harry Potter and thrill rides like VelociCoaster. In 2023, Universal’s Islands of Adventures and Universal Studios Florida theme parks each welcomed an estimated 10 million visitors.
Universal’s numbers lag behind those of three of Walt Disney World’s four theme parks. EPCOT and Disney’s Hollywood Studios are estimated to have had 12 million and 10.3 million guests, respectively, in 2023. With the opening of Epic Universe, Universal hopes to challenge Disney’s top spot and attract tourists to its parks.
When completed, Epic Universe will feature five different themed lands. These lands will feature some of the most important intellectual properties, including Harry Potter, characters from Nintendo video games, and classic Universal monsters. Each land will contain state-of-the-art attractions, diverse shopping and dining options, and more.
But the arrival of Epic Universe means more than just new rides and attractions. It signals a hopeful shift at Universal in the way families consider their options when visiting Orlando. The extent of Epic Universe’s impact is yet to be seen, but experts agree that competitors like Disney World will have to act if they want to retain the top spot.
However, experts also point out that the opening of a brand new theme park at Universal Orlando would benefit everyone, including Disney.
Growing pressure on Walt Disney World
The opening of a new theme park on the scale of Epic Universe will shake up the theme park industry in Orlando. Mark Woodbury, chairman and CEO of Universal Destinations and Experiences, previewed Epic Universe in a video. “Universal Epic Universe changes everything you thought you knew about Universal Orlando Resort.”
Walt Disney World will have to think outside the box to secure its place as Orlando’s most visited destination, says Megan duBois, theme parks editor and freelance journalist. “Epic Universe will really challenge Disney to get Walt Disney Imagineering to think about how to create bigger and better immersive environments for its existing or future theme parks.”
Experts say new attractions represent only a fraction of the changing landscape of Orlando’s theme parks. The opening of Epic Universe will require financial incentives to attract visitors.
Mikkel Woodruff, co-founder and editor of Sometimes Home, predicts that Disney World will offer competitive pricing. With the price of a Disney World vacation keeping many from booking, the discounts available could turn the tide in the House of Mouse’s favor, even as a new theme park opens on the other side of town.
Woodruff suggests, “Epic Universe will push Disney to offer guests more attractive packages and better hotel rates because they have to compete with Universal’s increased appeal with a fresh, new and exciting park. The only way to attract people is to open a new hotel or – if a new hotel is not possible or Disney is not planning – to offer competitive rates.”
Scott McConkey, travel writer and founder of Miles with McConkey, says most customers keep coming back to Disney World because of their brand loyalty. Additionally, Disney attractions need to expand to ensure continued interest. But he cautions, “Epic Universe can capture a significant portion of the Florida theme parks’ customer base. Disney World should consider expanding its opportunities with Marvel and Star Wars products to counter the competition.”
McConkey also highlighted the huge appeal of villain-themed lands that Disney plans to open at Magic Kingdom in the coming years. This expansion will compete directly with Dark Universe, one of Epic Universe’s themed lands.
Rising tides lift all boats
The opening of new theme parks in Orlando benefits the overall theme park landscape. Experts don’t see the region as oversaturated because certain parks appeal to different families. “I think it will challenge Disney World, but not in terms of attendance,” says duBois. “Both brands, Universal and Disney, have very loyal fans, and the demographic that visits each resort is different. Universal typically sees families with older children and teenagers, while Disney typically sees more families with younger children or multigenerational families.”
duBois doesn’t think the new park will take business away from Universal and Disney World. “People who spend hours traveling by plane or car will visit Universal and probably Disney, too. Their vacation might even be an extra day or two to see all of the city’s parks,” she adds.
Because the opening of Epic Universe helps travelers diversify their Orlando vacations, the entire city will benefit economically. The trickle-down effect “benefits the city itself as people stay at hotels that may not be owned by the theme parks, eat at local restaurants and explore the surrounding neighborhoods,” notes duBois. “Ultimately, Epic Universe is a win for theme park fans and Orlando.”
Universal Orlando Resort is expected to see an increase in revenue during the first few years of Epic Universe, but the long-term impact on Orlando and surrounding theme parks will only become clear over time. Theme park fans ultimately benefit most from new openings and their ripple effects when competitors offer industry-leading attractions and financial incentives.
This article was created by Media Decision and syndicated by Wealth of Geeks.
