The question of Disney’s prices has come up time and again over the last few years. It’s no surprise that this is the case, considering that the price of Walt Disney World tickets and Disneyland tickets have gone up consistently and exponentially in past years, and the cost of being at the parks or on a cruise has shot up as well.

But in all these price rises, it’s worth noting that Disney is beginning to get so expensive that some fans are choosing cheaper knock-offs over original Disney merchandise and experiences. What long-term impact might this have on the Mouse House and their theme park business?

How Much Money Do the Disney Parks Bring in a Year?

The Disney theme parks are one of the most lucrative parts of Disney’s business, and this has been particularly true over the last few years when Disney has struggled with some of their other business ventures, namely their streaming service and their productions.

Just in 2023, Disney Parks, Experiences, and Products generated $32.6 billion in revenue which is a 16% increase from the previous year. This is despite the numerous complaints that the Disney Park experience has becoming too expensive.

(By contrast, while Disney Entertainment brought in the most revenue at $40 billion in 2023, the segment marked a growth of only 3% measured year-on-year).

How Much Does it Cost to Run a Disney Park For a Day?

However, the operating costs for Disney Parks and Experiences are also not negligible. Let’s take the example of Disney World alone. How much does it actually cost to run either the Central Florida Disney Resort or the Southern California Disney Resort? 

Theme Park Tourist made an attempt to try and work out how much it costs to run the Disneyland Resort for just one day in 2018 (which we can say with a fair amount of certainty, the price of running any Disney theme park is definitely higher today in 2024 than it was six years ago), and the figure that they came to ranged between $1.93 million and $6.69 million each day.

Multiply that by 365 days a year when the parks are open (not accounting for special event costs or days when hurricanes or extreme weather shut down the Disney Parks), which rounds up to around $704 million to over $2 billion a year.

And these are just estimates with the costs we’re able to account for and know of.

So, while paying for Lightning Lane and Genie+ is undoubtedly frustrating and feels like an ever-increasing cost, there’s a lot that’s going on behind the scenes that necessitates a certain price point.

However, we would be remiss not to acknowledge the fact that a large part of the frustration that fans feel also comes from speaking out in defense of cast members. While there are a lot of costs associated with the Disney Parks, cast members at both Disney World and Disneyland are notoriously underpaid for their work.

2022 and 2023 saw some progress in this regard. However, the jury’s still out on whether the wage increases for cast members seen in recent years actually constitute a living wage. Prior to these protests and fights, many cast members at Disney were homeless and sleeping in their cars.

Is the Disney Experience Meant to be Luxurious?

Per founder Walt Disney… not exactly.

The Disney experience has always been marketed to be for anyone. Even on the day Disneyland was inaugurated, Walt Disney said,

To all who come to this happy place: welcome. Disneyland is your land. Here age relives fond memories of the past, and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America, with the hope that it will be a source of joy and inspiration to all the world.

At the same time, Disney was always meant to be an immersive and unique experience that one couldn’t find elsewhere. In theory, the Disney Parks were meant to provide guests with a place within which to forget their worries and experience the world completely anew.

The Disney experience was certainly meant to be singular, though not exclusive, necessarily. However, with the evolution of the nature of business and corporations in the United States, in order to grow in the way it has, the Walt Disney Company evolved to cater to different socio-economic sections of society.

Disney, at least on paper, offers a spectrum of experiences catering to diverse guests and their preferences. From affordable theme park tickets at Walt Disney World or Disneyland Resort to owning a residence in Golden Oak, the range of opportunities provided by Disney allows individuals from all walks of life to partake in the Disney magic, each in their own distinct way. There is a Disney experience tailored to every budget and lifestyle.

This said, the reality is that certain experiences have always been out of reach for certain sections of society, with income being one determining factor for this discrepancy.

The question is, has this gone too far? Many guests are now resorting to buying cheaper Disney merchandise and finding ways to save costs, thereby falling prey to ticket scams in order to make their Disney dreams come true. As CNN pointed out recently, it has never been more expensive to be a Disney fan.

Unfortunately, some are so set on living their Disney dreams that they even go into debt to try and make a Disney vacation happen, because today, going to Disney World can cost as much as $10,000 on average. 

Are Disney Parks Pricing Themselves Out of Existence?

In recent years, the rise in prices at Disney parks has become increasingly evident, making it unaffordable for a significant portion of their intended audience. This shift in pricing strategy has resulted in many loyal fans feeling financially excluded from the magical world of Disney.

The trend towards higher prices seems to be a long-term strategy for Disney, with little hope for a reversal in the near future. As ticket prices and resort fees continue to climb, the once-accessible dream of a Disney vacation is becoming more of a luxury for a select few rather than a cheerful family outing for all.

This shift raises concerns about accessibility and inclusivity, core values that Disney has always claimed to uphold. The affordability of a Disney vacation is dwindling, leaving many to question the company’s commitment to providing a magical experience for everyone.

While even Disney CEO Bob Iger has acknowledged that Disney’s prices have notably shot up, it just isn’t sound business strategy to reduce the cost of Disney theme park ticket prices once more, especially since many can still afford to go to the Disney Parks.

So, to answer the million-dollar question: is Disney pricing itself out of business?

Well, in a way, yes.

The fact that the Disney Parks have faced a drop in crowds and the company itself has been struggling at the box office is proof in and of itself of this reality. More people have been voicing their dissatisfaction with Disney and have been “walking away.”

But, per Disney CEO Bob Iger, the company is working to right these strategic mishaps, and according to the results shared in the most recent earnings call, the company is starting to bounce back. In fact, the day after the earnings call, Disney had its best day on the stock market since 2021, and Disney’s stock has been up 20% since the beginning of the year.

It seems there is hope for Disney yet.