Attending the World Waterpark Association’s (WWA) 45th Annual Symposium & Trade Show at Disney’s Coronado Springs Resort was an energizing reminder of just how dynamic and forward-thinking the waterpark industry continues to be. Over several days of sessions, conversations, and trade show visits, we connected with operators, developers, designers, and suppliers—all sharing ideas about how to evolve the guest experience and sustain growth in an ever-changing leisure market.

Here are a few key themes and insights that stood out to us.

Expanding the Waterpark Audience

One of the strongest messages throughout the symposium was the industry’s continued push to broaden the guest experience beyond children and families. Many operators and designers are focusing on creating spaces that appeal equally to teens, young adults, and adults—audiences that value both excitement and comfort.

Slides and rides remain at the heart of the experience, but what surrounds them is becoming just as important: private cabanas, elevated food and beverage programs, adults-only areas, and technology-driven conveniences. The consensus was clear that successful waterparks today do not rely solely on attractions; they craft full-day experiences that resonate across generations. When guests perceive value through comfort, variety, and connection, they stay longer, engage more deeply, and are more willing to pay for a premium experience.

Planning for the Future: Designing with Growth in Mind

Throughout the sessions, we heard repeated emphasis on flexibility and forward-thinking design. Whether it’s reserving land for future attractions or guestrooms, improving back-of-house systems, or integrating new revenue-generating amenities, operators are thinking about how to evolve with shifting guest expectations.

We also heard great examples of how programming can strengthen year-round performance. Events and partnerships—holiday nights, after-hours parties, youth group collaborations, and themed resort weekends—can turn slower periods into opportunities. Premium offerings such as early access, VIP seating, fast passes, or themed guestrooms help increase perceived value, while multipurpose event spaces for concerts, movie nights, and private buyouts extend activity beyond traditional park hours and drive hotel demand.

Emerging Trends: Sustainability, Technology, and Immersive Design

Walking the trade show floor, it was clear that innovation is touching every corner of the industry. Sustainability remains a key focus, with suppliers showcasing water conservation technologies, energy-efficient systems, and eco-friendly materials.

Technology continues to push the boundaries of operations and guest experience alike—from 3D-printed components and virtual reality attractions to fully cashless, data-driven systems. Operators are using analytics to better understand guest behavior and spending patterns, allowing for smarter, more adaptive management.

Another major takeaway was the growing emphasis on immersive design. Parks are layering storytelling and thematic depth into the experience, blurring the line between waterpark, theme park, and resort. This evolution reflects how the industry is competing with the broader leisure and entertainment market for guests’ time and attention.

Location Matters: Accessibility, Visibility, and Guest Flow

Location was another recurring topic—both in the traditional sense and within the park itself. Externally, visibility and accessibility remain key drivers of success. Properties with strong highway access, proximity to hotels, or adjacency to larger destination areas benefit from higher visitation and longer stays.

Inside the park, thoughtful layout design continues to be a differentiator. Speakers highlighted how intuitive wayfinding, clear sightlines, and convenient access to food, restrooms, and shaded seating all enhance satisfaction and spending. The goal is to make it effortless for guests to move between rides, amenities, hotel, and relaxation spaces—so they can focus on enjoyment, not navigation.

Recognizing Innovation: WWA Leading Edge Awards

The symposium also celebrated creativity and collaboration across the industry through the WWA’s Leading Edge Awards, which recognize outstanding achievements in design, development, operations, and consulting. This year’s winners reflected an inspiring range of innovation and teamwork.

We were proud to be recognized among the 2025 award recipients, with Hotel & Leisure Advisors contributing to two of the six winning projects:

Bavarian Blast Waterpark, Frankenmuth, Michigan – Bavarian Blast Waterpark, Aquatic Development Group, Architectural Design Consultants, Inc., Hotel & Leisure Advisors, Life Floor, OpenAire Inc., R.C. Hendrick & Son, Inc., WhiteWater

• OKANA Resort & Indoor Waterpark, Oklahoma City, Oklahoma – OKANA Resort & Indoor Waterpark, Aquatic Development Group, Architectural Design Consultants, Inc., Hotel & Leisure Advisors, ProSlide, Pyramid Global Hospitality, Van Stone Conveyor, Water Odyssey, Wibit Sports

Other winners included:

• Carnival Cruise Line Celebration Key, Bahamas – Carnival Cruise Line, Bahamas Environmental Group, Bermello Ajamil & Partners LLC, Blue Mar Basins, Life Floor, Martin Aquatic, Myrtha Pools, PGAV Destinations, WhiteWater
• Kalahari Resort’s Summer Savanna Outdoor Waterpark Expansion, Round Rock, Texas – Kalahari Resorts & Conventions, Murphys Waves Ltd, Neuman Group, Vortex Aquatic Structures International Inc., Water Technology, Inc., WhiteWater
• Sun World Ha Nam Waterpark, Vietnam – Sun Group, Cogito Automation & Launch, ProSlide, Waterplay
• Yas Waterworld Expansion, Abu Dubai, United Arab Emirates – Yas Waterworld, Life Floor, Water Technology, Inc., WhiteWater

It was exciting to see so many creative teams honored for pushing boundaries and shaping what’s next for the industry.

Closing Thoughts

We left this year’s WWA Symposium inspired by the energy and innovation driving the waterpark industry forward. From conversations about multi-generational design to advances in technology and sustainability, every discussion reinforced how adaptable and guest-focused this community has become.

There were a number of major openings of resorts and standalone properties in 2025 that are seeing positive customer reaction.  Some properties indicated to us that their attendance levels were down slightly in 2025, after having increased each year since the COVID-19 pandemic. The waterpark industry is one that attracts a broad range of customers, from those with lower to higher income levels. Those properties that focus more on lower- and middle-income visitors were affected more than those targeting higher incomes, reflecting the broader economic changes in the United States and globally.

Attendees:

David J. Sangree, MAI, CPA, ISHC is President of Hotel & Leisure Advisors (H&LA), an international hospitality consulting firm specializing in appraisals, feasibility studies, impact analyses, economic impact studies, and litigation support for the lodging, waterpark, and leisure industries. A graduate of Cornell University’s School of Hotel Administration, David holds the MAI designation from the Appraisal Institute, is a Certified Public Accountant, and a member of the International Society of Hospitality Consultants. He has been featured on Good Morning America and CNBC and has contributed numerous articles to leading industry publications. He can be reached at 216-810-5800 or dsangree@hladvisors.com

Kate Cheung, CHIA, is an Associate at H&LA, where she specializes in evaluating hospitality and leisure properties, including hotels, resorts, waterparks, golf courses, and other destination real estate. She earned a Bachelor of Science from Binghamton University and a Master’s in Hospitality Management with a Minor in Real Estate from Cornell University’s Nolan School of Hotel Administration, along with an eCornell certification in Commercial Real Estate. She can be reached at 216-570-3723 or kcheung@hladvisors.com