TEA Global Experience Index 2025

Published on 27 Oct 2026

Beyond the Turnstile: How the Experience Economy Is Changing the Business of Leisure

TEA has released their 20th TEA Global Experience Index™, most important to notice that the overall themepark and amusementpark attendence almost stayed the same as in 2024.

What happened in 2025?

The most compelling interpretation of the TEA report is that attendance remains an important measure of success, but it no longer tells the whole story of competition in the attractions industry.

The report documents a market in which operators are investing in new attractions, branded experiences, hotels, retail, dining and destinations that encourage visitors to spend more time within a single leisure ecosystem. Its new cruise section broadens that perspective beyond traditional theme parks and museums.

245.4 million

Visits to the world's top 25 theme parks

2025, down 0.2% from 245.9 million in 2024. This supports an opening about a mature market where headline attendance is broadly stable.

4 million

Visits to Universal Epic Universe

The park attracted four million visits in its partial first year after opening on 22 May 2025. The report says its opening helped lift combined attendance at Central Florida's leading theme parks by 4.3%.

8.5%

Growth among Latin America's top 10 theme parks

Eight of the ten parks increased attendance. Beto Carrero World in Brazil grew 16%, to approximately 2.9 million visits.

68%

Growth at the National Museum of Korea

The museum welcomed approximately 6.5 million visitors, its highest attendance ever. The report links its performance to broader interest in Korean culture and its merchandise programme.

7.2 million

Global ocean cruise passengers

Cruise passenger numbers grew 7.5% in 2025. The report's new cruise section explores how ships and private destinations increasingly offer attractions associated with theme parks.