Assoparchi, nel 2026 previsto un aumento dell’afflusso di ospiti

In 2026, amusement parks are expected to see an increase in visitor numbers, with a projected rise of between 3% and 5% compared to 2025, despite a perceived sense of crisis among families. According to Luciano Pareschi, president of Assoparchi, the association representing Italy's amusement parks, they have remained calm regarding pricing and offerings, especially during off-peak seasons, allowing families with lower incomes, typically composed of four people, to spend similar amounts to what they would at a restaurant, visiting a park instead.

Pareschi spoke at the 2026 Assoparchi meeting held at Genoa's Aquarium. The final data from the Society of Italian Amusement Parks (Siae) covering over 400 facilities in Italy were revealed at the meeting. In 2025, there were 20.6 million admissions (-2.2% from 2024) and ticket revenue of €306,000 (-0.2% from 2024). Assoparchi's executives attributed these results to 2024 being the best year ever for the sector, and the rainy weather from north to south Italy throughout the first part of the 2025 summer season negatively impacting admissions.

Contrary to expectations, average spending per visitor increased by 2% and the average daily revenue (+1.4%) in 2025, demonstrating an evolving model where revenue growth does not necessarily come from volume increases but from enhancing perceived value and stimulating ancillary purchases like food & beverage, merchandising, and priority pass services.

The number of active facilities monitored by Siae grew to 295 (+17.1%), spread across 243 municipalities. The 2025 data also showed a trend towards extending the season, with June seeing a 26.8% increase in admissions and a 32.1% rise in spending compared to 2024. Autumn, now a crucial season for many theme parks, also showed growth, with October (Halloween) confirming the highest per capita spending month in 2025, with a 9.5% increase in admissions and a 28.5% rise in spending.

December, with Christmas-themed events, saw a 12.1% increase in visitors and a 31.1% rise in spending. For the 2025-2027 triennial, Assoparchi confirms that over €500 million in investments have already been allocated, with 90% of companies planning new investments for theme parks, mainly in attractions (85%), infrastructure upgrades (64%), and digitalization (56%).

Nearly eight out of ten operators (79%) intend to expand space and entertainment offerings to attract new audience segments. Pareschi reported that aquatic parks saw increased attendance in 2025, driven by a particularly hot summer that also impacted other types of parks. Autumn started strongly with a particularly long Halloween event in some parks, which continues to be a growth driver for theme parks.

Holiday season prospects are also positive, with themed festivities playing a significant role in attracting families. The sector currently employs 25,000 direct workers, including both permanent and seasonal staff, and the associated economic activity generated by parks is estimated at €60 billion, involving hospitality, restaurants, retail, transportation, and various services, creating widespread economic ripple effects across the territory.