The Experience Economist - Americas Edition 2025

Canada Compared to its southern neighbour, Canada presents a more modest profile in terms of population size, income levels, and overall leisure spend propensity. This is reflected in visitation metrics: theme and waterpark attendance per 1,000 residents is approximately one-third that of the United States. Yet, while the U.S. sets the benchmark for attraction visitation, Canada boasts a rich tapestry of natural and cultural tourism assets, alongside a mature and diverse leisure and entertainment landscape. Visitation data should be interpreted with nuance. Canada’s climate naturally limits the viability of outdoor waterparks, and only Toronto and Montréal possess the population density to sustain large-scale theme parks – namely Canada’s Wonderland and La Ronde. Outside these hubs, and perhaps Vancouver, lower population density has not hindered the development of compelling attractions. In fact, it has encouraged innovation in indoor and immersive formats. Recent work by LDP for Ontario’s Ministry of Tourism and Travel Alberta has spotlighted vibrant attractions markets in Toronto, Niagara Falls, Québec City, Calgary, Opened in August 2025 at Niagara Parks’ Table Rock Centre, Niagara Takes Flight represents a landmark in the evolution of Canada’s visitor economy – and a signal of how legacy destinations are embracing next-generation storytelling to remain relevant in the changing market. Led creatively by former Disney Imagineer Rick Rothschild, the $25 million attraction brings the flying-theatre format – long a staple of major U.S. resorts – to Ontario for the first time. Through a 17-metre domed screen, motion gondolas and precision-programmed sensory effects, visitors can experience Niagara Falls like never before, with a soaring journey along the Niagara River corridor, from Lake Ontario to the brink of Horseshoe Falls. For the Niagara Parks Commission, which funded the project through its own operating revenues, Niagara Takes Flight reflects a strategic pivot toward high-impact, year-round experiences that diversify visitation and extend length of stay. It complements the region’s natural heritage with an immersive, weather-independent draw - strengthening the local tourism economy and supporting the Commission’s long-term sustainability mandate. From an industry perspective, the attraction captures several defining trends: the rise of Featured project: Niagara takes flight

and Edmonton. However, these studies also revealed significant gaps and untapped potential across these regions. Opportunities include indoor theme parks, waterpark hotels, immersive experiences, and competitive socializing venues - formats well-suited to Canada’s climate and urban footprint. With several provinces, notably Alberta, pursuing ambitious tourism growth strategies, there is momentum to establish a network of location-based entertainment destinations that drive visitation across both urban and rural geographies. The current political climate has introduced short- term shifts in travel dynamics. Domestic tourism is on the rise, outbound travel to the U.S. has dipped, while inbound U.S. visitation to Canada has increased. These trends may rebalance over time as bilateral relations stabilise. Noteworthy recent and upcoming projects include Niagara Takes Flight (see separate box-out), the under-construction Therme Canada at Ontario Place, and Alpine Fury – a launch coaster featuring nine inversions – at Canada’s Wonderland. authentic narrative-based design, integration of advanced motion and media technology, and a focus on cultural inclusion. Featuring Indigenous storytelling by Turtle Clan artist Sara General and narration by filmmaker James Cameron, the experience weaves regional identity with cutting- edge immersion. As a case study, Niagara Takes Flight demonstrates how established destinations can evolve through investment in innovation, interpretation and visitor engagement - reaffirming Canada’s position within the global attractions landscape as a market increasingly defined by storytelling, technology, and purpose.

Americas News of the Year: Epic Universe opens in Orlando Opened in May of this year, Universal’s Epic Universe is the operators’ fourth park in Orlando and marks the first major theme park to open in the United States in 24 years. Set on a 750- acre development, the park alone encompasses around 110 acres and features five immersive themed worlds: Dark Universe, How to Train Your Dragon – Isle of Berk, Super Nintendo World, The Wizarding World of Harry Potter – Ministry of Magic and the Celestial Park entry point. With an estimated cost of $7 billion, it represents the largest investment in Universal attractions since 2011 and the company’s most technologically advanced park to date – combining next generation ride systems, large-scale animatronics, dynamic projection mapping, and seamlessly integrated digital interactivity to delivery deeply immersive storytelling environments.

And the impact is significant – the parent company, Universal Destinations & Experiences, reported that revenue for its theme park segment rose 19 percent in the second quarter of 2025, with the new park already driving higher per- capita spends and attendances across the entire Universal Orlando Resort. The effects extend well beyond Universal itself: Epic Universe is projected to generate $2 billion in economic impact for the state of Florida in its first year of operation, alongside an estimated $13 million in Tourist Development Tax contributions resulting from increased visitor volumes, according to Comcast. Orlando is the largest theme park cluster in the world and a fascinating showcase of destination making. New parks, while initially cannibalizing some others, have managed to massively grow the market over time and extend tourists’ length of stay – thus recovering from short-to-medium term hits in attendance and fueling wider tourism to the state.

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