Here's why 2024 was the best year ever for theme parks

A record season for theme parks. The 2024 season saw an increase in the number of opening days, with the extension of the season, as well as increased ticket sales, driven by the sector's revenue growth. Revenue thus surpassed €300 million, reaching €306.6 million (up 1% from 2023) due to the increase in visitor numbers, which just exceeded 21.1 million (+7.4%). The number of operating days increased 4.9% to 22,836, thanks to themed events organized for Halloween, Christmas, and Carnival. The modest revenue growth can be partly explained by the collateral effect of more inclusive pricing policies adopted in recent years, which have favored the expansion of the user base. The average unit value per visitor decreased slightly (-6%), dropping to 14.5 euros from nearly 15.5 in 2023. This differential in growth between visitors and turnover, accompanied by a decline in the average unit value per visitor, can be explained by more inclusive pricing policies adopted in recent years, which have favored the expansion of the catchment area.

On the supply side, the companies managing the parks invested €220 million this year, the first tranche of a plan with a budget of €500 million for the three-year period 2025/2027.

"Amusement parks are evolving: their offerings are enriched with shows, concerts, DJ sets, and temporary attractions, and they appeal to an increasingly intergenerational audience. The numbers for 2024, the best year ever for the sector, confirm this," explains Maurizio Crisanti, director of AssoParchi. "As AssoParchi, we hope that the institutions will understand and support this evolutionary process, contributing to the development of a shared vision geared toward the experience economy."

Summer is synonymous with peak season, and nearly two-thirds of admissions and total spending are concentrated between June and August. This figure is influenced by the opening of water parks, whose activity is highly seasonal. Worthy of note is December's performance, which, despite a more limited offering due to the closure of many water parks, recorded the highest average daily attendance of the year, with 1,514 visitors per day, even surpassing August (1,164), demonstrating the growing effectiveness of Christmas theming.

"The 2024 SIAE data reinforces the centrality of the amusement park industry in the national tourism landscape. Growth is not a one-off event, but depends on a coordinated development and investment strategy that focuses on innovation, seasonal adjustment, and quality of experience," emphasizes Luciano Pareschi, president of AssoParchi. "We have believed and continue to believe in the cultural, social, and economic value of parks as places capable of generating revenue, employment, and international appeal. The €2 billion overall economic impact is concrete proof that this sector is not only mature, but strategic for the country's growth, the quality of life of its citizens, and the tourism industry."