The Walt Disney Company has done a remarkable job of convincing families around the globe that visiting one (or more) of its 12 parks is a rite of passage.

Disney parks consistently rank as the world’s most popular attractions, with Magic Kingdom topping the global attendance charts in the 2024 Themed Entertainment Experience (TEA) Global Experience Index.

The TEA annual report shows Magic Kingdom alone welcomed an estimated 17.8 million visitors, making it the most-visited theme park on the planet. EPCOT drew roughly 12.1 million guests (2025 data are not yet available).

One reason the company’s marketing is so successful? Who wouldn’t want to share thrill rides and delicious treats, iconic characters, and a magical nighttime parade with their loved ones?

While a trip to a Disney theme park might be what family-vacation dreams are made of, it’s not the bargain it once was.

This matters, because Disney has increased ticket prices at its parks over the past decade, with some single-day entry tiers climbing as high as $206 in 2025, according to data from IBISWorld. Disney’s official ticket pricing page reflects the recent increases.

In 2025, Disney theme parks accounted for a 28.7% market share, generating $9.6 billion in revenue and $1.1 billion in profit, with a profit margin of 11.6%, IBISWorld also reports. It noted that Disney continues to lead the industry, with its parks and experiences division investing heavily in new attractions and themed expansions, including the upcoming Villains Land in Magic Kingdom.

At the same time, Disney has attracted unwanted attention for its ticket prices, including mainstream media stories such as “Disney and the Decline of America’s Middle Class” in The New York Times and “Even Disney is Worried About the Price of a Disney Vacation” in The Wall Street Journal.

Headlines like those may be one reason for the company’s just-revealed deals for 2026. The discount push comes even as Disney’s Parks, Experiences and Products division delivered massive revenue for the company: $36.16 billion for full fiscal 2025, up about 6% year over year, according to the company’s November 13, 2025, earnings announcement.

Walt Disney World just unveiled discounts for 2026 visitors.

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Disney World discounts for 2026

Disney’s Experiences division delivered record operating income for both Q4 and the full year, CEO Bob Iger said in the Q4 FY25 earnings summary.

“In addition, we continue to add value for our guests, resulting in strong customer satisfaction,” he said. “Despite increased competition in the marketplace, Walt Disney World and Disneyland remain the two most visited theme parks in the world, offering an unparalleled guest experience.” 

Still, analysts see mixed signals for the parks business ahead. “Disney’s upcoming first‑quarter 2026 financial results might be mixed,” Senior Equity Analyst at BofA Securities Jessica Reif Ehrlich told Barron’s.

Ehrlich noted that while film and streaming performance will help, “the experiences segment, including theme parks and cruises, may face headwinds due to reduced attendance from international visitors.”

Related: Disney shuts down one of its most iconic restaurants

About 20% of Americans surveyed in a recent YouGov survey said they are traveling less due to rising costs, according to a December 10, 2025, YouGov travel survey, which means Disney World deals and discounts will be especially welcome.

Now Disney World has unveiled seven major discounts ahead for 2026, which target some of Disney’s most reliable visitors: annual passholders, military families, and price-sensitive parents with young children. The special offers include:

  1. Spring ticket deal for Disney+ subscribers. People who subscribe to Disney+ and are enrolled in Disney+ Perks will have access to a 3-day, 3-park ticket for around $109 a day (total prices begin at $325 plus tax). Access includes Epcot, Disney’s Hollywood Studios, and Animal Kingdom, but not Magic Kingdom.
  2. Disney military discounts. Disney will continue its Military Salute Ticket program, giving eligible U.S. military members discounts on 4-, 5- or 6-day tickets with optional Park Hopper upgrades. Prices range from about $409 to $529 plus tax; there are some blackout dates around holidays and spring break. As part of a military family, I’ve seen firsthand how Disney’s Military Salute tickets can reduce the cost of a three-day trip to a Disney park by hundreds of dollars, or even $1,000.
  3. Hotel discounts for annual passholders. Disney annual passholders can grab 35% room discounts during certain spring dates.
  4. Hotel discounts for all. While a 25% room discount isn’t as attractive as the deal for passholders, it’s still significant. The best deals are available in late winter and spring 2026, according to Disney.
  5. Kids ages 3-9 eat free. Disney’s free dining plans are hugely popular for families. Free dining requires staying at a Disney hotel and at least one adult dining plan.
  6. Disney Visa card benefits. Disney Visa cardholders can grab promotional rates on Disney vacation packages and earn rewards to use on hotels, merchandise, and dining.
  7. Vacation bundle discounts. Book a 4-night/4-day room and ticket package and you could get a discount of up to $250 a night if you stay between February 22 and July 25, 2026.

Disney earnings 2025

  • $1.878 billion: Q4 FY25 Parks & Experiences operating income, up approximately 13% year over year (Source:The Walt Disney Company)
  • $8.889 billion: Disney Experiences revenue in Q2 FY25, up 6% versus prior year (Source:SEC)
  • $2.516 billion: Q3 FY25 Parks & Experiences operating income, +13% versus prior year. (Source:The Walt Disney Company)
  • 5%: The amount domestic per-guest spending increased in 2025 (Source:SEC)
  • About 1%: The amount domestic attendance at Disney parks dropped in 2025 (Source:The Walt Disney Company)

Related: Struggling Disney World rival faces alarming problem