Insights into Theme Park and Amusement Park Visits: A Comprehensive 2026 Study

A recent survey conducted by Cross Marketing, headquartered in Shinjuku, Tokyo, sheds light on the behaviors and preferences of individuals visiting theme parks and amusement parks in Japan. With the opening of new parks in recent years, many people are planning their outings for the upcoming Golden Week. This study, which targeted a diverse demographic aged 20 to 69 across the country, explored various aspects, including visit frequency, interests, preferred activities, and concerns related to theme park visits.

Key Findings

According to the survey, approximately 22.8% of respondents reported visiting theme parks or amusement parks at least once a year, while a significant 41.2% said they do not visit at all. Interestingly, among those in their 20s, a higher percentage of 37.7% visit these parks at least annually, indicating a strong affinity for theme park experiences during their youth.

In terms of interests, the survey revealed that "attraction-based" and "nature, animal, and plant" theme parks were the most popular, each category attracting interest from about 20% of participants. Young adults showed a higher preference for thrill rides and attractions, while older generations leaned towards nature and educational parks. For instance, those in their 30s exhibited greater interest in character-driven parks, while individuals in their 60s preferred world expos.

Enjoyment Factors

Respondents identified top enjoyment factors at theme parks, including enjoying food and dining experiences and immersing themselves in unique atmospheres. Younger individuals, particularly from their 20s, highlighted the appeal of non-daily experiences, the joy of spending quality time with family and friends, and the thrill of exploring new attractions and areas.

Concerns Regarding Visits

Despite the excitement, many expressed concerns regarding the costs associated with visiting these parks. A notable 42.2% of respondents cited the high admission fees and attraction costs as a significant issue. Additionally, worries about long waiting times and overcrowding were prominent among potential visitors. Other concerns included the potential impact of weather conditions and the perceived high prices of food and dining within the parks, which affected about 30% of respondents.

Future Attractions

Looking ahead, interest in visiting specific theme parks or amusement parks was driven not only by the excitement of new rides or events but also by a desire for unique atmospheres, relaxation, and a break from everyday life.

Conclusion

The findings from this survey underscore the diverse expectations and concerns amongst different age groups regarding theme park visits. As the date for public holidays approaches, theme parks might need to devise strategies to address these concerns, making the experience more enjoyable while drawing in a larger crowd. These insights provide valuable data for both park operators and marketers to understand customer preferences and enhance their offerings effectively.

For more detailed information about the research conducted by Cross Marketing, visit here.

Survey Overview

- Method: Internet research using Cross Marketing's self-survey tool "QiQUMO"
- Region: Nationwide across all 47 prefectures in Japan
- Target Demographic: Men and women aged 20 to 69 years
- Survey Period: April 17-18, 2026
- Valid Responses: 1,100 samples

About Cross Marketing

Company: Cross Marketing Co., Ltd.
Location: 24F Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku, Tokyo
Founded: April 1, 2003
CEO: Mikihiro Igarashi
Business: Marketing research and consulting services in relation to marketing research.
For media inquiries, please contact the marketing department at Cross Marketing.