The TEA Global Experience Index™ highlights stable and
growing markets around the world for theme parks, water
parks and museums
A normalization of travel and tourism patterns reveals steady growth throughout the world, with notable standouts in the Middle East’s theme park market and Asia’s museums
BURBANK, CALIFORNIA, OCTOBER 23, 2025
The global attractions landscape saw a return to stable growth in 2024, as travel and tourism patterns leveled out to roughly pre-pandemic numbers. The combined attendance of the top 25 theme parks globally grew 2.4% in 2024 to almost 246 million. In general, the leading parks in the mature markets of the U.S., Japan, and western Europe saw flat to modest changes in attendance, while the leading internationally branded parks in China saw notable continued growth and registered record years.
The world’s top water parks collectively saw less than 1% increase in attendance, though individual results varied widely by region, largely impacted by local market conditions such as weather and tourism.
On the museum front, China continued its rapid rise as a dominant force on the global charts. 14 of the top 20 museums are now located in China. China’s national prioritization of and investment in cultural institutions like museums, combined with low-cost admissions and large population centers has helped fuel this major shift in the market.
Details of these dynamics and more can be found in the 2024 TEA Global Experience Index™, presented in partnership with Storyland Studios, the definitive resource of attendance information on the world’s most-visited theme parks, water parks, and museums, now in its 19th annual edition. The study is a collaboration between the Themed Entertainment Association (TEA) and its research partners Entertainment + Culture Advisors (ECA) and The Park Database (TPDB). Global experience design and strategy firm Storyland Studios, along with editorial partner InPark Magazine, are reprising their roles in supporting creation of the report.
“The 2024 TEA Global Experience Index marks a new chapter in the long history of this attendance report,” said TEA CEO Melissa Oviedo. “We can now easily grow the report to match the expanding role of themed entertainment in markets around the world. TEA is honored to have distinguished partners like ECA, TPDB, Storyland Studios, and InPark Magazine collaborating on this valuable resource.”
The 2024 TEA Global Experience Index studies the sector by region – The Americas, Asia-Pacific (APAC), Europe, Middle East & Africa (EMEA), in addition to the global market as a whole. It is a definitive and widely cited global resource benefiting the international attractions industry and many other sectors including financial, real estate, education, hospitality, retail, travel, and tourism. It is a vital reference for the media
TEA has produced and published the report and made it available as a free resource since 2006. The TEA website is the official source to view and download the latest full version of the 2024 TEA Global Experience Index, as well as past reports, free of charge.
ABOUT THE THEMED ENTERTAINMENT ASSOCIATION
The Themed Entertainment Association (TEA) brings together the creators and makers of experiences worldwide – from the creative storytellers to the technical builders, from operators to investors, from idea to operation – and provides them with tools, education, advocacy, community, and connection to help grow their businesses and careers. The international non-profit association’s members focus on creating for and serving the leisure and travel sectors. Their work can be seen in entertaining and educational projects found in theme parks, water parks, museums, zoos, corporate visitor centers, casinos, restaurants, branded experiences, multimedia spectaculars, retail spaces, resorts and hospitality, destination attractions and more. TEA encompasses a dynamic community of more than 1,600 member companies in over 40 countries.
teaconnect.org
ABOUT ECA
Entertainment + Culture Advisors (ECA) is a leading international advisory firm focused on attraction strategy, market analysis, business planning and feasibility for entertainment attractions and destination development projects. ECA works with the global industry’s leading investors, institutions, developers, designers, licensors and operators to support core business planning across multiple stages of a project’s development, from program definition and global benchmarking to market prioritization and site-specific feasibility. Since 2010, ECA has worked in more than 30 countries on projects ranging from theme park destinations to indoor branded attractions, cultural attractions, immersive experiences, and live event venues. With offices in Los Angeles and Hong Kong, ECA has a highly experienced team focused on providing tailored, strategic advice for the global entertainment development industry.
entertainmentandculture.com
ABOUT THE PARK DATABASE
The Park Database is the attractions industry’s knowledge engine, offering a world-renowned public database, widely disseminated white papers and research publications, and data products.
theparkdb.com
ABOUT STORYLAND STUDIOS
Storyland Studios is a full-service strategy and design firm on a mission to imagine, design, and create immersive experiences and environments that lift the spirit. With offices in California, Atlanta, Orlando, and London, its team of professionals has significant experience designing projects such as theme parks, museums, resorts, and more, around the world. Storyland helps clients arrive at a story-driven big idea and then shape it into narratives that resonate with guests and users across the globe. The firm’s collaborative process launches a journey through strategic storytelling to master planning and production design while aligning creative efforts with client business goals and providing memorable guest experiences.
storylandstudios.com
ABOUT INPARK MAGAZINE
InPark Magazine was founded in 2004 by Martin Palicki as a professional trade publication covering the themed entertainment industry, with a particular focus on theme parks, waterparks, museums and world’s fairs. The magazine is known for in-depth articles that highlight many of the components that go into creating the world’s best themed entertainment projects, including AV technology, storytelling, branding/IP, creative design and more. InPark publishes print and digital issues along with a website constantly updated with the latest news and stories. Subscribe for free online.
inparkmagazine.com