Towards the consolidation of the amusement park system
This is the first step towards greater attractiveness vis-à-vis international competitors. Over the three-year period 25/27 investments of 500 million
by Enrico Netti
The world of theme parks gathered at Mirabilandia for the annual assembly of Assoparchi, the trade association belonging to Confindustria. Over 200 entrepreneurs and representatives of theme, water, wildlife, adventure and experiential attractions parks from all over Europe were involved, which coincided with the awarding of the Parksmania Awards 2025. The sector is part of the Italian tourist economy both as a destination and as a pole of attraction, creating new employment and value with important spin-offs on neighbouring territories.
"With more than 21 million visitors a year and 500 million investments already earmarked for the three-year period 25/27, Italian amusement parks are an increasingly important pillar of the tourist offer: they contribute to deseasonalising and delocalising flows, and with their quality they hold high Italy's image in the world. Together we have won the challenge of bringing our country back to the podium of European destinations, and together we will continue to work to maintain this position, with pride and vision". In these weeks the parks are playing the seasonal adjustment card by focusing on Halloween-themed attractions, events and shows.
The sector is becoming more industrial and organised, and the Assoparchi Observatory project was presented. It is being developed with the research company Grs to create a database to measure the economic contribution to tourism and the territories, highlighting the impact of induced activities, which is expected to be greater than estimated in the past. Other objectives of the Observatory include profiling current visitors and the generations of tomorrow, such as Generation Alpha, as well as highlighting new experiential segments and trends. New elements and tools will be available for companies to guide pricing, marketing, storytelling and product development.
"Parks are not just places of entertainment, but cultural, educational and social ecosystems: this dimension has not yet been studied in all its complexity," explains Luciano Pareschi, president of Assoparchi. "The turnover of parks generates up to eight times their value in the territory, with an overall economic impact estimated at around 10 billion. The Observatory will have the task of consolidating and monitoring the data through a structured analysis, supported by solid statistical bases. Having a wealth of strategic information will make it possible to bridge a historical gap with international competitors, improve dialogue with institutions and strengthen the sector's positioning within the entertainment industry, increasing its competitiveness at national and global level.
During the conference, Marina Lalli, president of Federturismo Confindustria, was among those present, emphasising the strategic role of parks in the national tourism system and the need for shared policies to support their growth and competitiveness. Topics such as the new bill on swimming pools and its repercussions for water parks and the opportunities offered by the evolution of the insurance market were also addressed. The debate then broadened to more transversal topics, such as the relationship between fun safety and emotion, the role of parks in the development of territories, and the contribution of new technologies in personalising the visitor experience.
