Walt Disney is prying parental wallets open a little wider for that vacation visit to the theme park. The Empire of the Mouse is now charging $99 for a one-day park pass at its Magic Kingdom Park near Orlando, an increase of $4 that comes just eight months after the last price hike.
Behind the steadily rising ticket prices is the small world of supply and demand. People keep flooding Disney’s U.S. theme parks, notwithstanding steeper costs. The company reported a 16 percent increase in operating income, to $671 million, for the most recent quarter at its theme park division as sales rose 6 percent, to $3.6 billion. In Disney’s last fiscal year, theme park income rose 17 percent, to $2.2 billion. The company does not disclose attendance data.