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Islands of Adventure SWOT Analysis

Published by MBA Skool Team in Tourism and Hospitality category Last Updated: September 01, 2023Read time:

Here is a detailed SWOT analysis of Islands of Adventure covering strengths, weaknesses, opportunities and threats.

Islands of Adventure Strengths

  1. The park has recently been ranked as the top theme park by Theme Park Insider among other awards.
  2. The park welcomes more than 5 million guests per year
  3. The Wizarding World of Harry Potter has been a huge hit and has been drawing huge crowds from the US as well as abroad.
  4. In addition to featuring its own famous characters, Universal has licensed popular characters from other entertainment houses (Harry Potter from Warner Bros., Marvel Super Heroes from Marvel Comics etc.), which have been drawing huge crowds.

Above are the strengths in the SWOT Analysis of Islands of Adventure. The strengths of Islands of Adventure looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Islands of Adventure Weaknesses

  1. Although the park has some of the best theme parks, it offers lesser variety in terms of rides as compared to some of the other amusement parks in the US
  2. Some of the characters that the park features are not as popular abroad, hence less international tourists

These were the weaknesses in the Islands of Adventure SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Islands of Adventure Opportunities

  1. With the increasing trend of international tourists visiting theme parks, the park has a huge pool of potential customers
  2. The owner NBC Universal has a very strong brand presence all over the world, which the park can take advantage of
  3. The characters that feature in the park are very popular and have great merchandising capacity

Above we covered the opportunities in Islands of Adventure SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Islands of Adventure Threats

  1. Orlando is regarded as the theme park capital of the country; the park has some very strong local competitors
  2. In the absence of continuous innovation, there is no incentive for a second-time visit
  3. Due to the proximity of Walt Disney’s Magic Kingdom, the Islands of Adventure invite constant comparison with the Disney brand, world leaders in theme parks

The threats in the SWOT Analysis of Islands of Adventure are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Islands of Adventure SWOT analysis.

About Islands of Adventure

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Islands of Adventure Overview
Parent Company

NBC Universal


Amusement Park/Theme Park


Tourism and Hospitality

Tagline/ Slogan

Live the Adventure


The park with seven distinctly themed island with a common overall theme of exploration

Islands of Adventure STP

Children, families and tourists from abroad

Target Market

Tourist families from all over the world and local families from Orlando


The park offers adventure and entertainment for the entire family

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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