Major Disney news usually arrives with dramatic announcements, but sometimes the most revealing moments happen during honest conversations. Josh D’Amaro recently delivered one of those moments when discussing guest experiences — and his comments about a Star Wars attraction quickly caught attention.
Rather than celebrating popularity alone, D’Amaro suggested Disney now evaluates rides based on deeper guest satisfaction. One Star Wars experience, despite strong attendance, may no longer rank among the company’s highest priorities. The attraction remains important, but leadership believes it hasn’t reached its full potential.
That admission alone marked a rare level of transparency from Disney leadership.
Leadership Change Adds Meaning
The remarks come just weeks before a major corporate transition. On March 18, 2026, D’Amaro will officially replace Bob Iger as CEO of The Walt Disney Company. After leading Disney’s parks division, he now steps into a role that shapes the company worldwide.
Throughout his tenure as park leader, D’Amaro emphasized guest feedback as a guiding force. He regularly framed innovation as a response to how visitors actually experience attractions, not just how they look on paper.
His latest comments suggest that the mindset will continue at the highest level.
Galaxy’s Edge and Its Interactive Vision
Star Wars: Galaxy’s Edge represents Disney’s bold attempt to transform themed lands into living environments. Guests don’t simply ride attractions; they take part in the story itself.
From crafting lightsabers at Savi’s Workshop to building custom droids and interacting with roaming characters, participation drives the experience. Two major rides anchor the land’s storytelling approach.
Rise of the Resistance delivers cinematic scale, while Millennium Falcon: Smugglers Run focuses on interactivity. That interactivity, however, also introduces challenges.
A Popular Ride With Divided Reactions
Smugglers Run places guests into teams of six, assigning each rider a cockpit role. Pilots steer the ship, gunners fire weapons, and engineers manage repairs throughout the mission.
The attraction often draws significant crowds, proving its continued appeal. Still, D’Amaro acknowledged a gap between enjoyment and passion, explaining that guests “like it, but they don’t love it.”
For Disney, that difference signals room for growth rather than failure.
Why Your Seat Matters
The experience changes dramatically depending on where guests sit. Pilots control the action and directly influence the mission’s outcome, creating a thrilling sense of responsibility.
Other roles contribute differently. Gunners and engineers complete important tasks, but their actions can feel less impactful. Guests who repeatedly miss the pilot position sometimes feel disconnected from the adventure, making it easier to skip the ride during future visits.
Disney leadership clearly recognizes that imbalance.
Designing Experiences Guests Love
D’Amaro recently described Disney as “a delicate brand,” explaining that audiences expect emotional resonance from every attraction. Guests don’t visit Disney parks simply to check rides off a list. They want experiences that stay with them long after the trip ends.
That philosophy pushes Disney to refine existing attractions rather than rely solely on new ones. Leadership measures success through connection, not just attendance numbers.
When guests walk away feeling only partially engaged, Disney treats that as motivation to improve.
New Missions Signal Change
Enhancements are already on the way. Beginning May 22, Smugglers Run will debut a new mission featuring Din Djarin and Grogu from The Mandalorian. The update introduces fresh storytelling while encouraging repeat rides.
Engineers will have expanded opportunities for interaction, including communication with Grogu during the mission. These changes aim to make every role feel essential to the adventure.
Disney hopes the update transforms the experience into something equally rewarding for all riders.
What It Means Moving Forward
D’Amaro’s comments offer insight into Disney’s broader direction. Even successful attractions must evolve if they fail to create lasting emotional connections.
As he prepares to assume the CEO role, D’Amaro appears focused on elevating experiences across the parks. Disney wants rides guests actively seek out, not attractions they feel comfortable skipping.
The message is simple: Disney’s future depends on turning good experiences into unforgettable ones — and ensuring every guest leaves wanting to return.
