The attraction industry and its fans are growing, but the old adage “child at heart” is creating a nostalgia-filled tourism business opportunity.
Events that were once aimed at younger audiences are now being embraced by adults. Central Florida attractions are offering adults-only coloring sessions, poolside foam parties for those 21 and older, and after-bedtime theme park outings.
Experts say psychological and economic factors are driving this trend.
“Adults are suddenly being allowed to indulge in things that in the past may have stigmatized us as immature,” said A.J. Wolfe, author of the 2025 book “Disney Adults” and owner of Cambrick Yard Media, which operates fan sites such as Disney Food Blog and All Years.
“People can now collect dolls, play with Legos and go to Disney World in ways they couldn’t before,” Wolf said. “‘Kidult’ has become popular.”
Dennis Speigel, CEO of International Theme Park Services, said this trend is influencing the maturity of the attraction industry.
“Overall, the attraction industry is looking for ways to maximize assets through additional spending and entertainment to reach a wide range of demographics, from children to baby boomers,” he said.
“There’s a huge shift in the industry towards adult demographics, and how do you get money out of them? It’s not selling them cotton candy. It’s alcohol, socializing, food, things like that,” Speigel said.
This summer, Island H2O Water Park in Kissimmee hosted an adults-only poolside party that doubled as a concert experience. Rapper French Montana will appear on the night in July, and rapper Fat Joe will perform in August with a foam party.
The Crayola Experience, a crayon-themed attraction located at Orlando’s Florida Mall, has added an adults-only program this year. Crayola After Dark nights include craft experiences, 20 hands-on attractions, character meet-and-greets, DJs, themes from the ’80s and ’90s and more in a child-free environment. Food and alcohol are also available for purchase.
“We’re seeing a wide range of audiences, from date nights to mom nights out,” said Jaclyn Vasquez, national marketing and sales manager. “We even have one guest come in. It’s not intimidating and it’s a very welcoming environment.”
Events that are open to people 18 and older help people connect, she said.
“Be creative, be crafty, use your imagination,” Vasquez said.
night and day
After-hours special events can be a creative money-maker, said Jacob Wahl, CEO of the Orlando-based International Amusement Parks and Attractions Association.
“At night, it’s a different experience. You work with fire, you work with lights,” Wahl said.
“It’s interesting for operators because the guest has a completely different experience,” he said. “But you can also charge from two different entrances in one day.”
The nighttime experience can be very different from the daytime experience, Wahl said.
“There is a park in Japan that is a Hello Kitty theme park, but in the evening it becomes a zombie apocalypse world,” he said.
Orlando Science Center pioneered this adult trend more than 20 years ago with an event called “Cocktails and Cosmos.” It turned into an event called Science Night Live, which was aimed at people 18 and older.
While SNL has special programming such as guest speakers and live shows, the real draw is the Loch Haven Park Museum’s daily exhibit floor, said Joan Newman, the science center’s president and CEO.
“We want people to have the opportunity to play and interact and find joy in that,” she said. “One of the things we’re trying to do is give adults permission to play.”
The science center recently lowered the minimum age for the event from 21 to 18, and attendance has increased by about 200 people, Newman said. This demographic may have been inspired by childhood memories of what was then a staple museum for Central Florida kids, who experienced the orange groves of Kids Town and the Tyrannosaurus Stan of Dino Digs.
“There’s a lot of nostalgia and they’re young enough that they’re like, ‘Oh my god, I remember that,'” Newman said.
change in atmosphere
Economic and demographic changes are impacting theme park offerings, Wolf said.
“More people than ever are coming to Disney World and experiencing Disney World without their children,” she said. “So that’s something they’re 1000 percent committed to.”
Last year it was the adults-only lounge “GEO 82.” It opened inside Epcot’s iconic Spaceship Earth attraction. Some options include a fireworks viewing session in air-conditioned comfort. Disney also added a lobby bar within the Grand Floridian Resort and an all-ages pirate-themed tavern called The Beak and Barrel within the Magic Kingdom theme park.
“They’re building lounges instead of restaurants, and we’re starting to see an adults-only lounge with prime real estate in the middle of Epcot,” Wolf said.
The company also promotes after-hours theme park events that run until the early hours of the morning, although they are not listed as adults-only. Late-night options are being offered this year at Magic Kingdom, Disney’s Hollywood Studios, and Typhoon Lagoon Water Park.
“I think these events effectively shut out families with kids who can’t do things like 1 a.m.,” Wolf said.
This trend reminded her of the ’90s, when there was an online debate about whether Disney World would have no-kids days.
“We dreamed that it would be so cool,” Wolf said. “Now I feel like we’re closer than ever to something like that actually happening, because we can see that they can make good money for it.”
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