Disneyland Leans on California Visitors as International Tourism Dips

Anaheim theme park celebrates 70th anniversary with new strategies to attract broader audience

Published on Mar. 2, 2026

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Disneyland Resort is navigating a shifting tourism landscape, relying heavily on its strong California base to offset a slowdown in international visitors. The theme park is actively recalibrating its marketing strategies and introducing new attractions to maintain relevance and attract a wider audience as it faces challenges from a broader decline in foreign tourism to the U.S.

Why it matters

Disneyland's ability to adapt to these changing conditions will be crucial in maintaining its position as a leading entertainment destination. The company's struggles mirror a wider trend impacting the U.S. travel industry, with a 2.5% drop in foreign visits to the U.S. last year, excluding Mexico and Canada.

The details

Over 50% of Disneyland's attendance typically comes from within California, and the company has been able to quickly shift marketing focus to that audience. Disney acknowledged 'headwinds' in foreign visitation during its fiscal first quarter earnings call, anticipating only 'modest' growth in operating income for its experiences sector. The decline in international travel is attributed to factors like a strong U.S. Dollar and potentially growing anti-US sentiment linked to political policies.

  • Disneyland Resort is celebrating its 70th anniversary.
  • On March 22, the park will debut 'Bluey's Best Day Ever!', an immersive theater experience.
  • Later this year, Disneyland will eliminate the current 11 a.m. start time for park-hopping, allowing visitors to freely move between Disneyland Park and Disney California Adventure.

The players

Thomas Mazloum

Disneyland Resort President.

The Walt Disney Company

The parent company of Disneyland Resort.

U.S. International Trade Administration (ITA)

The agency that reported a 2.5% drop in foreign visits to the U.S. last year, excluding Mexico and Canada.

World Travel & Tourism Council

The organization that reported one-third of international travelers are less likely to visit the U.S. if social media history submission requirements are implemented.

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What they’re saying

“More than 50% of the Anaheim theme park's audience has typically been from California”

— Thomas Mazloum, Disneyland Resort President

“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.”

— Thomas Mazloum, Disneyland Resort President

What’s next

Disneyland Resort is proactively adapting its strategies, including expanding its Southern California resident discount to include all residents of California, 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.

The takeaway

Disneyland Resort's ability to adapt to the changing tourism landscape, by focusing on its strong California base and introducing new initiatives to attract a broader audience, will be crucial in maintaining its position as a leading entertainment destination amidst the broader decline in international travel to the U.S.