Disneyland Resort is navigating a shifting tourism landscape, leaning heavily on its strong California base to offset a slowdown in international visitors. The Anaheim theme park, celebrating its 70th anniversary, is actively recalibrating its marketing strategies and introducing new attractions to maintain relevance and attract a broader audience.
According to Disneyland Resort President Thomas Mazloum, over half of the park’s attendance typically comes from within California. This established local audience has proven crucial as the company addresses a broader decline in international tourism to the U.S. “More than 50% of the Anaheim theme park’s audience has typically been from California,” Mazloum told reporters during a recent media event. “the company has been able to quickly shift marketing focus to that audience, as well as its ongoing efforts to boost out-of-state attendance.”
The Walt Disney Company acknowledged the “headwinds” in foreign visitation during its fiscal first quarter earnings call earlier this month, anticipating only “modest” growth in operating income for its experiences sector – which encompasses Disney’s theme parks. These challenges are compounded by pre-launch costs associated with a new cruise ship and the “Frozen”-themed land currently under development at Disneyland Paris.
Disney’s struggles mirror a wider trend impacting the U.S. Travel industry. Recent data indicates a 2.5% drop in foreign visits to the U.S. Last year, excluding Mexico and Canada, according to the U.S. International Trade Administration (ITA). The situation is expected to worsen when Canadian visitor numbers are factored in, with visits from Canada plunging over 20% in the first nine months of 2025 compared to the same period in 2024.
The decline in international travel is attributed to a number of factors, including a strong U.S. Dollar making travel more expensive, and potentially, a growing anti-US sentiment linked to political policies. The U.S. Has recently increased fees at national parks for foreign visitors and is considering requiring social media history submissions from travelers from numerous countries, a proposal that has drawn criticism from the tourism industry. The World Travel & Tourism Council reports that one-third of international travelers are less likely to visit the U.S. If these social media checks are implemented.
Despite these challenges, Disneyland Resort is proactively adapting its strategies. The company recently expanded its Southern California resident discount to include all residents of California, aiming to solidify its core audience. New initiatives include offering the lowest-price entry ticket of $104 year-round to active-duty members of the U.S. Armed forces and introducing a summer promotion with $50 one-day, park-hopper tickets for children.
A key focus is attracting young families. On , the park will debut “Bluey’s Best Day Ever!”, an immersive theater experience based on the popular Australian animated series “Bluey.” Mazloum emphasized the importance of expanding the park’s audience, stating, “I continue to say how critical it is to expand the audience. I still see a lot of opportunity for people who haven’t discovered Disneyland yet.”
In a surprising move, the Monsters, Inc. Mike & Sulley to the Rescue! ride at Disney California Adventure will remain open through 2027. Originally slated for closure this year to make way for an “Avatar”-themed attraction, engineering and operations teams found a way to accommodate both projects without disrupting construction progress.
Disneyland Resort is also aiming to enhance the guest experience by increasing spontaneity. The park will eliminate the current 11 a.m. Start time for park-hopping later this year, allowing visitors to freely move between Disneyland Park and Disney California Adventure at their leisure. This change is intended to provide greater flexibility and convenience for parkgoers.
The moves represent a strategic pivot for Disney, acknowledging the current difficulties in attracting international visitors while doubling down on its domestic base and seeking new avenues for growth. The company’s ability to adapt to these changing conditions will be crucial in maintaining its position as a leading entertainment destination.
Disney’s overall outlook remains cautiously optimistic. Despite the warning about “international visitation headwinds,” executives indicated that bookings at U.S. Parks are still on track to grow 5% this year.
