SeaWorld Owner Reports Urgent Attendance Drop Amid Economic Pressures

UPDATE: United Parks & Resorts, the owner of SeaWorld and Sesame Place, just announced a concerning 2.4% drop in attendance during the third quarter of 2025, impacting over 6.8 million guests compared to last year. This urgent news highlights the challenges facing the amusement park industry as economic pressures continue to mount.

The company’s financial report, released on November 6, 2025, revealed an alarming decrease in total revenue to $511.9 million, down 6.2% from the previous year. Net income also fell sharply by 25.4%, raising red flags for investors. Marc Swanson, CEO of United Parks & Resorts, attributes this decline to several key factors, including poor weather during peak holiday times and a notable drop in international visitors.

According to Swanson, the July 4 holiday this year fell on a Friday, significantly impacting attendance during the traditionally busy summer season. He estimates that this calendar shift alone resulted in a loss of approximately 150,000 visits. Swanson stated, “We are obviously not happy with the results we delivered in the quarter,” indicating a need for strategic adjustments.

The amusement and theme park industry, valued at $24.6 billion in 2025, is expected to grow to $29.2 billion by 2030, according to industry analysts. However, despite this projected growth, attendance levels may not rebound to pre-pandemic figures, remaining 20% lower than 2019 levels by 2027.

Compounding these challenges, the company reported a 1.5% decline in attendance for the first nine months of 2025, translating to a loss of 252,000 guests compared to the same period last year. Swanson noted that international visitation declined by approximately 90,000 guests this quarter, reversing earlier growth trends.

Despite these setbacks, Swanson remains optimistic about the future. He highlighted strong ticket sales for special events like Howl-O-Scream in Orlando and San Diego, which exceeded expectations this year. “Looking forward, we are encouraged by the forward-booking revenue trends into 2026,” he stated, indicating potential recovery paths through upcoming attractions and events.

The company is also implementing a significant $500 million share repurchase program to boost stock prices, signaling confidence in its long-term strategy. With strong free cash flow and a commitment to expanding offerings, United Parks & Resorts plans to enhance its portfolio through new attractions and experiences.

As the holiday season approaches, United Parks is banking on its award-winning Christmas events across its parks to drive attendance and revenue. These events, coupled with existing popular rides and attractions, aim to draw in visitors despite the ongoing economic challenges facing the leisure industry.

This situation remains fluid, and industry observers will be watching closely to see how United Parks & Resorts adjusts its strategies in light of these disappointing attendance figures. For now, the future of theme park attendance hangs in the balance amid shifting consumer habits and economic uncertainty.

Stay tuned for more updates on this developing story.