Visitor numbers at two of the world’s most popular Lego-themed resorts declined last year, according to new figures released by Merlin Entertainments.
The company confirmed that attendance dropped across its North American attractions in 2025, with Legoland California Resort and Legoland Florida Resort both impacted.
North America Sees Notable Decline
Merlin reported a 6.2% drop in attendance across its North American portfolio, which includes not only the flagship Legoland parks but also smaller indoor attractions such as Legoland Discovery Centres, Sea Life aquariums, Madame Tussauds, and Peppa Pig-themed experiences.
While both US Legoland resorts did see a year-on-year boost in visitor numbers during Q4 2025, this late surge wasn’t enough to offset weaker performance earlier in the year.
New Attractions Came Too Late
Both Florida and California parks launched major Lego Galaxy-themed attractions in early 2026, part of Merlin’s strategy to refresh its offering and drive future growth.
However, the timing may have contributed to the dip.
Theme park trends often show that attendance can soften in the season before a major new ride or land opens, as visitors delay trips in anticipation of the new experience.
Economic Pressure and Competition
Merlin pointed to wider economic and industry challenges as key reasons behind the decline.
In its annual report, the company cited:
- A “challenging macroenvironment”
- Lower consumer confidence
- Increased competition across the sector
The operator also highlighted aggressive discounting and promotional activity from rival attractions, alongside the launch of new competing resorts in Florida, which intensified pressure on visitor numbers.
Global Performance Also Slips
The downturn wasn’t limited to North America.
Across its global portfolio, Merlin reported:
- 60.5 million visitors in 2025 (down 3.6%)
- Revenue of £1.999 billion (down 2.8%)
These figures underline a difficult year for one of the UK’s biggest attractions operators, which also runs major destinations like Alton Towers Resort and Thorpe Park.
Positive Outlook for 2026
Despite the dip, Merlin is optimistic about the year ahead.
CEO Fiona Eastwood, who took over in February 2025, said the company is already seeing “positive momentum” in early 2026.
She highlighted a strong pipeline of upcoming attractions and partnerships, including:
- A collaboration with Mojang Studios to create the first-ever Minecraft-themed accommodation
- A partnership with Warner Bros. Discovery Global Experiences for a Harry Potter-themed accommodation experience
Eastwood added that Merlin has “turned a corner” and is now focused on long-term growth and improved profitability.
What It Means for UK Theme Park Fans
For UK visitors planning trips to the US parks—or watching industry trends closer to home—this reflects a wider shift.
Rising costs, heavy discounting, and increased competition are affecting even the biggest operators. However, with new attractions now open and more on the way, 2026 could mark a rebound year for Merlin’s global portfolio.
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