SeaWorld parent company says attendance down in 1st quarter
Attendance and revenue were down at United Parks & Resorts attractions during the first quarter, the Orlando-based company reported Monday. Among its properties are SeaWorld Orlando and Busch Gardens Tampa Bay theme parks.
United’s total revenue was $278.3 million for the January-March quarter, a decrease of 3% from a year earlier, the company reported. Attendance for the quarter was 3.2 million visitors, a decrease of 171,000 people from the first quarter of 2025.
“First-quarter results fell short of our expectations primarily due to unfavorable weather (including unfavorable weather in San Diego and Florida in January and February, and again in Florida and Texas during their peak spring break periods) and a decline in international attendance,” United Parks CEO Marc Swanson said in the report.
“Attendance in the first quarter was negatively impacted by approximately 140,000 guests due to weather and approximately 80,000 guests due to declines in international visitation,” Swanson said. Without those factors, attendance would have increased more than 1% for the quarter, he said.
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The company does not break out attendance by individual parks.
In-park per capita spending for the quarter was up 5.3%, landing at a record $40.52.
“We also saw strong pass sales performance during the quarter, with paid pass sales up approximately 10% during the quarter and up approximately 12% through April 30, 2026,” Swanson said.
Advance bookings for Discovery Cove, the SeaWorld Orlando day resort, are ahead of their 2025 levels by a “double-digit percentage,” he said.
United Parks operates 13 parks in seven markets in the United States and Abu Dhabi. Upcoming additions at SeaWorld Orlando include the revamped Expedition Odyssey, which will have a new Fire and Ice theme, and SEAQuest: Legends of the Deep, a submersible-themed attraction. Opening dates have not been announced for either.
Expansions elsewhere include Lion & Hyena Ridge at Busch Gardens Tampa Bay and the Barracuda Strike roller coaster at SeaWorld San Antonio. A new Shark Encounter is set to open at SeaWorld San Diego this month.
Swanson also talked about technology initiatves being pursued, including automated front-gate turnstyles and parking tolls, AI-powered camera technology, autonomous cleaning robotics,and additional ordering kiosks at food and beverage locations. They would “help us deliver more revenue, reduce costs and improve guest experience,” he said.
In addition, a national SeaWorld-branded ad campaign is in the works in key markets for later this year, he said. It will be the “first meaningful national campaign from us in many years,” he said.
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This story was originally published May 11, 2026 at 11:05 AM.