Adnkronos (Adnkronos) – I parchi divertimento conquistano un ruolo sempre più centrale nelle scelte di consumo legate al tempo libero e si affermano come una componente essenziale del paniere di esperienze che gli Italiani desidererebbero vivere con maggiore frequenza. È il quadro che emerge dai risultati dell’Osservatorio nazionale Assoparchi 2026, realizzato in collaborazione con GRS Research & Strategy e presentato in occasione del Meeting annuale Assoparchi. Maurizio Crisanti, direttore Assoparchi, dichiara: “L’Osservatorio si sviluppa lungo tre direttrici: l’esperienza dei visitatori, l’evoluzione della domanda e le scelte di investimento delle imprese.
Puntiamo a costruire una base solida di conoscenze per comprendere le dinamiche del mercato e orientare le strategie di sviluppo. I dati ci permettono anche di valorizzare il contributo economico del comparto, rafforzandone il ruolo e il riconoscimento all’interno del sistema turistico nazionale”.
Il primo segnale positivo arriva direttamente dai visitatori: dall’analisi di quasi 4.000 questionari raccolti durante le giornate di visita, il livello di soddisfazione complessiva raggiunge 4,57 punti su 5, mentre la propensione al ritorno si attesta a 4,40 su 5.
Il Net promoter score, che si basa sulla disponibilità degli ospiti a consigliare l’esperienza ad amici e colleghi, è a quota +69, su una scala compresa tra -100 e +100.
Allargando il panorama all’intera popolazione, la ricerca GRS In Person Impact Index Italia, condotta su un campione di 705 intervistati, rivela che quasi 7 italiani su 10 (69%) vorrebbero vivere più esperienze in presenza, all’insegna della condivisione.
Una domanda potenziale che apre nuove opportunità anche per i parchi divertimento, tra le realtà che meglio interpretano questo desiderio di socialità e coinvolgimento attivo, non mediato dalla tecnologia. A frenare la partecipazione a queste attività sono soprattutto la mancanza di tempo (48%), i costi (42%) e le difficoltà logistiche (34%).
A potential demand that parks have always addressed by focusing on constant innovation and expanding their offerings. The first phase of the 2026 census confirms that 90% of companies plan new investments, primarily for the construction of attractions (85%), infrastructure enhancements (64%), and digitalization (56%). Nearly 8 out of 10 operators (79%) intend to expand their spaces and entertainment offerings to attract new audiences.
Minister of Tourism Gianmarco Mazzi commented: "The Ministry of Tourism intends to strengthen its collaboration with AssoParchi, recognizing the sector's important role in the country's tourism development strategies. In the updated Strategic Plan, which we will present on March 22 and 23 at the International Italian Tourism Forum, we intend to devote significant space to the parks' development programs. At the same time, our legislative office is working on significant regulatory simplifications, starting with the revision of ticket pre-sale restrictions, which currently penalize operators. Another area of collaboration concerns the parks' involvement in institutional communication activities aimed at tourists, including international ones, leveraging their ability to reach millions of visitors. We intend to continue direct discussions on these issues with the Association, to translate the dialogue into concrete initiatives."
The meeting continued with a panel discussion bringing together leaders from Italy's leading industry players to discuss the role of amusement parks as hubs of entertainment, education, environmental conservation, and regional development. From the major tourist destinations of Gardaland and Mirabilandia to the nature parks of Openature, from water theme parks like Caribe Bay to the wide range of activities offered by Costa Edutainment, an industry emerges that responds to diverse needs, combining entertainment, knowledge, and direct public engagement. This model extends the value of the experience beyond the single visit, contributing to the attractiveness of destinations, the dissemination of scientific and environmental culture, and the creation of new opportunities for economic, employment, and social development.
The sector, which currently encompasses more than 400 facilities including theme, water, wildlife, and adventure parks, recorded 21 million SIAE-certified visitors in 2025 and generated €306 million in revenue from ticket sales alone. The value of related activities reaches €8 billion: an economic system that encompasses hospitality, catering, retail, transportation, and services, generating widespread benefits throughout the region. Suffice it to say that, while the parks employ 25.000 people directly, including both permanent and seasonal workers, the related industries employ at least 60.000 workers.
Many parks are still open with Christmas theming, and it's still too early to draw conclusions about the year's performance. We can, however, estimate a closure in line with 2025. Attendance at water parks has increased, driven by a particularly hot summer, which, however, penalized other types of parks. The fall season has started very well, with the great success of Halloween confirming its role as a growth driver for theme parks. The outlook for Christmas is also positive, thanks to increasingly popular theming, which has created an unmissable event for many families. To maintain public interest and continue to surprise guests year after year, the sector will continue to invest, as part of a three-year plan worth €500 million,” concludes Luciano Pareschi, president of Assoparchi.
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