Disney Experiences Chairman Josh D’Amaro projects confidence that Universal Orlando‘s forthcoming Epic Universe theme park won’t pull visitors away from Walt Disney World. In fact, he suggests that a new park could even drive more guests to Disney’s parks, portraying it as a boost for market growth in central Florida—not a looming threat…or so he says.
Speaking at the MoffettNathanson Media, Internet & Communications Conference on Wednesday, D’Amaro responded to questions about Epic Universe by stating, “We’re always on the offensive… We’re constantly investing for the long term, fortifying each one of our theme parks.” He added, “If something is built new in central Florida, like Epic Universe, that tourist is going to have to visit the Magic Kingdom.”
It’s a bold statement, especially considering the historical impact Universal Orlando’s expansions have had on the theme park landscape. The debut of The Wizarding World of Harry Potter – Hogsmeade at Islands of Adventure in 2010, followed by Diagon Alley at Universal Studios Florida in 2014, fundamentally reshaped the Orlando market. While Disney’s parks didn’t necessarily lose guests, their growth rates noticeably slowed during those years as Universal’s attendance surged. So impactful were these expansions that Disney responded with major investments of its own, including Pandora – The World of Avatar in 2017 and Star Wars: Galaxy’s Edge in 2019—both clear attempts to reclaim momentum.
Looking back, Disney’s so-called “offensive” strategy seems more like a reaction to Universal’s successes. The two largest expansions Disney has introduced in the past decade both followed Universal’s groundbreaking Harry Potter lands. And while it’s true that many visitors opt to experience both Disney and Universal during their trips, the notion that Epic Universe will somehow be good for Disney feels out of sync with past trends, and future trends…looking at you Villains Land. History suggests that Universal’s growth has, at the very least, slowed Disney’s attendance growth—and Epic Universe is shaping up to be an even bigger disruptor.
Last year, Disney CEO Bob Iger expressed a similarly relaxed attitude, saying, “As we’ve seen in the past, when Universal has expanded, it brings more visitors to Orlando. That’s fine.” His statement echoed D’Amaro’s, projecting confidence that Universal’s gains are not Disney’s losses.
But is this confidence genuine, or is it strategic posturing? I don’t think Disney’s executives are being cocky; they are seasoned professionals who understand how to maintain dominance in a highly competitive market. More likely, this is calculated messaging—a strategic decision to project confidence to investors and the public. Admitting that Epic Universe poses a serious threat would be akin to waving a red flag to shareholders, prompting concerns about Disney’s grip on Orlando tourism. Imagine the impact if Disney’s leadership openly acknowledged, “Yes, Epic Universe is hugely concerning. Did you see what the Wizarding World of Harry Potter did to our growth? And now Universal is building an entire park that positions them as a full-fledged vacation destination without the need to supplement with Disney days.”
Such honesty, while refreshingly transparent, would likely send Disney’s stock on a roller-coaster ride downward. Instead, D’Amaro and Iger’s public optimism is less about truth and more about optics. It’s the same game that has been played for decades—perception drives confidence, and confidence drives investment.
So, are Disney executives being cocky, or are they just lying about Epic Universe? The evidence leans toward the latter. This isn’t bluster; it’s strategy. And in the high-stakes battle for Orlando tourism, controlling the narrative might be just as important as controlling the market.
