Before Harry Potter, Universal Studios Florida was a secondary theme park. Maybe visitors spent a day or two at the Comcast-owned theme parks on a week-long trip to Disney World, or maybe they spent those days at SeaWorld or some other secondary attraction.
The addition of the “Wizarding World of Harry Potter” changed the equation. First, the Potter attractions were world-class, arguably launching a new era of immersive theme park lands.
Second, the Harry Potter books had such a following they made Universal Studios a must-visit attraction. The two parks could still be completed in a day or two, but most Orlando visitors added Universal Studios to their must-visit list.
Related: Walt Disney World closes fan-favorite Star Wars attraction
That woke up a sleeping giant in Walt Disney (DIS) , which had gotten a little lazy when it came to adding new rides.
Disney Parks Chairman Josh D’Amaro has been asked multiple times over the past few years, really since Epic Universe was announced, about Disney adding a fifth theme park.
He spoke about the company’s strategy during the MoffettNathanson 2025 Media, Internet & Communications Conference.
“I think is important for this audience to understand is our investment thesis, our investment strategy across all of our experiences and particularly Walt Disney World. If we just go back 5 or 10 years and you think about what’s happened at Walt Disney World, we’ve always been on the offensive. You’ll never find us in a defensive position,” he added.
Universal Orlando Wizarding World of Harry Potter timeline:
- Announced May 31, 2007: Universal officially secures rights to build Wizarding World of Harry Potter at Islands of Adventure.
- June 18, 2010: The Wizarding World of Harry Potter: Hogsmeade opens in Islands of Adventure. Attractions include:
- Harry Potter and the Forbidden Journey
- Flight of the Hippogriff (rebranded from Flying Unicorn)
- Ollivanders Wand Shop, Hogsmeade village, dining and live shows
- September 4, 2017: Dragon Challenge (formerly Dueling Dragons) closes to make way for a new coaster.
- June 13, 2019: Hagrid’s Magical Creatures Motorbike Adventure opens, replacing Dragon Challenge.
- December 6, 2011: Official announcement for expansion into Universal Studios Florida (Diagon Alley area) made public.
- July 8, 2014: The Wizarding World of Harry Potter: Diagon Alley opens in Universal Studios Florida, featuring:
- Harry Potter and the Escape from Gringotts
- Hogwarts Express connecting Diagon Alley and Hogsmeade
- Authentic shops and The Leaky Cauldron
- Harry Potter and the Battle at the Ministry ride, featuring Dolores Umbridge, Death Eaters, and expansive Ministry scenes
- Le Cirque Arcanus live show
- Themed shops and restaurants tied to both Hogwarts-era and Fantastic Beasts lore
Tron: Lightcycle/Run gave Disney World a more thrilling roller coaster than it had ever offered before.
Image source: Disney
Disney World’s answer to Epic Universe isn’t a new theme park
D’Amaro made it clear that Walt Disney has taken a long-term view toward building its parks. That means the company has invested in growing what it has rather than building a fifth gate.
I can just take a walk around the parks and tell you what’s happened. Magic Kingdom, for example, [added] a Tron roller coaster, which I hope some of you have had a chance to experience. [In] Animal Kingdom…we opened Pandora – The World of Avatar with arguably one of our coolest attractions, Flights of Passage. [In] Disney Hollywood studios, we built a massive new land based on Star Wars, which is incredibly popular. And then even at Epcot, it’s totally transformed, with a new attraction there called Guardians of the Galaxy, which is now one of our top attractions literally around the world.
Those are massive additions that, had they been kept for a new park, certainly could have been the foundation of a new Florida Disney World gate.
“My point is that we’re constantly investing for the long term. Fortifying each one of our theme parks to make sure that our destination stays together as a whole. And that’s worked incredibly well for us,” he added.
D’Amaro also believes that Comcast’s (CMCSA) investment in Universal Orlando is also good for Disney World.
“What that all means is if something is built new in Central Florida, like Epic Universe, and if it brings in additional tourists, I can almost guarantee you that the new tourists coming into the market [are] going to have to visit the Magic Kingdom,” he said.
That, he explained, is driven by the new attractions.
“They got to go on Tron. They’re not going to miss Star Wars at Hollywood Studios. They’re absolutely getting on Guardians of the Galaxy at Epcot, and I am going to get on that Flights of Passage attraction. And so that four-park ecosystem holds together very well,” he added.
The Disney Parks Chairman also made it clear that numbers back up his thesis.
“One of the things that gets discussed quite a bit in groups like this is how you think about cannibalization. Well, something new is going to be built and something must be cannibalized,” he said. “Based on our results, based on the forward bookings, that cannibalization is not coming from us. And so again, we have a very solid strategy in place, always on the offensive.”
That offensive includes a $30 billion investment in the company’s U.S. theme parks over the next 10 years.
“And…as you see our investment plan in the future, you’ll notice that that will continue,” D’Amaro added.
Related: Disney World and Disneyland share huge expansion plans
Walt Disney World: new attractions by year (2007-2025)
- 2007: Monsters, Inc. Laugh Floor, Magic Kingdom, Tomorrowland, April 2, 2007
- 2008: Toy Story Mania!, Hollywood Studios, May 31, 2008
- 2009: The American Idol Experience, Hollywood Studios, Feb. 14, 2009 (closed 2014)
- 2010: Main Street Electrical Parade returns to Magic Kingdom, June 5, 2010
- Fantasyland Expansion begins, first new offerings open in 2012
- Under the Sea: Journey of the Little Mermaid, Dec. 6, 2012
- Be Our Guest Restaurant, Enchanted Tales with Belle, and Ariel’s Grotto, Dec. 6, 2012
- Princess Fairytale Hall opens Sept. 18, 2013
- Frozen Ever After (EPCOT – Norway Pavilion) opens June 21, 2016
- Royal Sommerhus (Frozen meet & greet) opens at same time
- Avatar Flight of Passage
- Na’vi River Journey
- Slinky Dog Dash
- Alien Swirling Saucers
- Woody’s Lunch Box
- Millennium Falcon: Smugglers Run, Aug. 29, 2019
- Star Wars: Rise of the Resistance, Dec. 5, 2019
- Remy’s Ratatouille Adventure, France Pavilion, Oct. 1, 2021
- Harmonious EPCOT nighttime spectacular, Oct. 1, 2021
- TRON Lightcycle/Run, Magic Kingdom, Tomorrowland, April 4, 2023
- Journey of Water: Inspired by Moana, EPCOT, Oct. 16, 2023
- Luminous: The Symphony of Us, EPCOT, Dec. 5, 2023
- Tiana’s Bayou Adventure, Magic Kingdom, replaces Splash Mountain, June 28, 2024
- Country Bear Musical Jamboree, Magic Kingdom, July 17, 2024 (revamp)
2025 confirmed and opened Disney World attractions
- Test Track reimagining, EPCOT, July 22, 2025
- The Little Mermaid: A Musical Adventure, Hollywood Studios, May 27, 2025
- Villains: Unfairly Ever After stage show, Hollywood Studios, May 27, 2025
- Geo‑82 Spaceship Earth Lounge, EPCOT, May 6, 2025
- Disney Starlight Parade, Magic Kingdom, July 20, 2025
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