On September 25, 2025, United Parks & Resorts announced the launch of its 2026 Annual Pass program for its Busch Gardens and SeaWorld brands. The new pass offers unlimited visits, free parking, free guest tickets, and exclusive monthly rewards. Pass holders also receive up to $100 in promotional cards for in‑park purchases.
The announcement highlighted that the pass has no blackout dates and provides first access to new attractions and expanded seasonal festivals in 2026. The program is positioned as the most comprehensive pass in the company's history, with unlimited admission and a suite of perks designed to increase guest spend. The pass is available now at a limited‑time introductory price.
Marc Swanson, CEO of United Parks & Resorts, said, "With our 2026 Annual Pass, guests can unlock unlimited thrills, unforgettable animal encounters, and the biggest calendar of events we've ever offered." He emphasized that the pass will drive repeat visitation and higher per‑guest revenue across the portfolio.
The launch is expected to strengthen customer loyalty and generate incremental revenue streams for the company. By offering a high‑value, all‑inclusive pass, United Parks & Resorts aims to capture a larger share of the growing theme‑park market and support its long‑term growth strategy.
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