Travel advisors and industry analysts reveal that Disney theme parks have experienced a significant decline in visitors during this summer vacation season.

According to data compiled by a travel company that tracks wait times in lines at Walt Disney World in Orlando, Florida, the Fourth of July weekend had the lowest attendance at the amusement park in a decade.

While Disney executives were already expecting this year to be lower for the U.S. parks, the slowdown has been such that the resort is taking action by offering hotel discounts for Christmas, a date that is usually the most prosperous for the parks.

“It’s something that nobody would have predicted—just unfathomable,” said Len Testa, a computer scientist who runs Touring Plans, the company that tracks theme park lines and crowds.

Cost increase

Although Disney has implemented promotions at its hotels, Disney is reportedly trying to reduce crowds at the parks to improve the guest experience and instead focusing on those willing to spend more money.

In October 2022 alone, multi-day ticket costs at Disneyland increased by 9%. In addition, some benefits that used to be free have become paid.

“People might be a little bit fatigued with price increases based on the economy at the moment,” opined Stephanie Oprea, senior planner and marketing director for Pixie Travel, an agency specializing in Disney vacations.

In addition to costs, some reports suggest another reason why the volume of visitors is down: many Americans are against the woke agenda that Disney is pursuing.