Central Florida’s competitive theme park industry is being redefined this week with the opening of Epic Universe, a sprawling new attraction by Comcast-owned NBCUniversal that doubles the size of Universal Orlando Resort.
Epic Universe, the company’s most ambitious theme park project to date, spans 750 acres and features five immersive worlds: The Wizarding World of Harry Potter – Ministry of Magic, Super Nintendo World, How to Train Your Dragon – Isle of Berk, Celestial Park, and Dark Universe. The park incorporates popular franchises that Universal owns or licenses, blending advanced rides and familiar characters into an expansive entertainment experience.
The US$7 billion development represents Comcast’s largest investment in its theme park division since taking full control in 2011. Industry analysts suggest it poses a significant challenge to Walt Disney World, which has long dominated the Orlando market but has not launched a major expansion since 2019.
“This is the one part of the media ecosystem that is not vulnerable to screen-shifting,” said Comcast President Mike Cavanagh. “It’s still beloved as a thing to do with friends and family. It would be silly not to be stepping on the gas.”
Expanding Universal’s Reach
Comcast has identified theme parks as one of six strategic growth pillars. Alongside Epic Universe, the company is launching other ventures to expand its footprint. These include Universal Horror Unleashed, a permanent Las Vegas attraction debuting in August featuring haunted houses inspired by horror films like The Texas Chainsaw Massacre and The Exorcist: Believer. Additionally, Universal Kids Resort, a family-focused park centered on brands such as Shrek, Minions, and SpongeBob SquarePants, is set to open in Frisco, Texas, in 2026.
Mark Woodbury, chairman of Universal Destinations & Experiences, emphasized the company’s intent to reach new audiences. “One of our key pillars of growth is how we bring the Universal brand to new audiences in new markets,” he said.
Plans are also underway for a major new Universal resort in the United Kingdom—Comcast’s first European theme park.
Disney Faces New Rivalry
Walt Disney World has long been the dominant force in Orlando’s tourism economy. In 2023, it drew 48.8 million visitors, more than twice the 19.8 million who visited Universal’s parks, according to data from the Themed Entertainment Association and AECOM.
However, analysts believe Epic Universe could start to shift that balance. MoffettNathanson projects the park could welcome 9.5 million visitors in 2026, generating over $1.3 billion in revenue. The firm estimates Disney could lose up to 1 million guests over the next two years as a result.
“In the long run, I think it makes Orlando an even more attractive vacation destination,” said TD Cowen analyst Doug Creutz. “That’s probably good for Disney.”
Strategic Bet on Immersive Experiences
Comcast CEO Brian Roberts said the company is comfortable making long-term capital investments when the potential is extraordinary. He cited the transformative impact of the original Wizarding World of Harry Potter attraction in Orlando, which significantly boosted park attendance when it opened.
Universal’s theme park strategy has been deeply rooted in its cinematic heritage, dating back to studio tours more than a century ago. The 1990 launch of Universal Studios Florida was marketed with the promise to “ride the movies,” and that legacy continues today.
The opening of The Wizarding World of Harry Potter – Diagon Alley in 2014 marked another turning point, establishing Universal as a formidable rival to Disney. Since then, the company has maintained what analysts have called an “asterisk-free winning streak.”
Disney Responds with Investments and Incentives
In anticipation of Epic Universe’s debut, Disney has reassured investors about the resilience of its Florida resort business. The company has introduced new attractions like Guardians of the Galaxy: Cosmic Rewind (2022) and TRON Lightcycle Run (2023) while planning a $60 billion investment over the next decade to enhance its parks and cruise lines.
To boost attendance, Disney recently introduced summer discounts, including half-price tickets for children aged three to nine and reduced down payments for Florida residents purchasing annual passes.
With Comcast’s aggressive push into immersive entertainment and Disney’s commitment to expansion, Central Florida’s theme park rivalry is poised to reach new heights—offering travelers more options than ever before.
