The response from the UK trade since sales of Universal Orlando Resort’s new five-park Epic Universe went on sale in early November has been “pretty incredible”, says Eric Marshall, Senior VP, North American Destination Sales for Universal Destinations and Experiences.
Epic Universe, which opens on May 22 next year, is Universal’s fourth park but its first new park for 25 years.
It features five “immersive worlds in one theme park” – the Wizarding World of Harry Potter: Ministry of Magic, Super Nintendo World, How to Train Your Dragon – Isle of Berk, Dark Universe and Celestial Park.
“We had a remarkable first day, in terms of bookings for packages, tickets and hotels and saw a 400% engagement from our trade partner community, and the social media activity was unbelievable too…. as people have learnt more about Epic Universe the enthusiasm has been building,” said Marshall.
“We are seeing really strong sales for 2025 and it is already looking good for 2026.”
Marshall said the trade had been “brilliant to work with” in the lead-up to tickets going on sale.
“Even though they needed details and marketing materials to be ready to sell it the moment we put Epic on sale, they (the trade) stuck to our script of not revealing too much until we were ready to unveil it…the trust is there, and we have worked lockstep together,” added Marshall.
“We will always engage with the trade and know we can’t get to where we need to be without them.”
Marshall said Epic will “raise the bar for immersive storytelling and is a pivotal moment in Universal’s history”.
He added: “The five parks are quite different and diverse in terms of the experiences they offer and will appeal to a broad range of visitors – couples, families with or without kids, groups of friends together.
Alison Montague, Vice president International Marketing and Sales EMEA, said each of Epic Universe’s five parks will “offer something different, once you enter through their portals”.
And interest in all things Harry Potter shows no sign of waning, she added.
“If anything, it is still increasing. Most people have read the books or seen the movies, which are on repeat and as popular as ever.
“Just about everyone likes the story and the park will play upon people’s imaginations. It will not just be about what you can see around you and do but also how the experience will heighten your senses.”
Marshall said the expectation is that Epic will significantly extend the length of stay of visitors even though Universal Resort Orlando had already established itself as a “destination in its own right”.
“It started out as an attraction that was visited as a component of a much wider Florida trip, perhaps for a day or so, but we are now attracting a lot of multi-day visits…with Epic we are expecting many visitors to plan a week or so with us.
“We have a really good repeat market, and the expectation is we will see people coming back and spending more days with us.”
More details of Epic Universe will be released in the run-up to its opening, said Marshall.
“We have revealed a lot of details but also held plenty back…and visitors will have to come visit us to discover all that it offers.”
Universal Orlando’s Resorts four parks are Universal Studios, Universal Islands of Adventure and Universal Volcano Bay.
