Many people have cut back on their spending in recent years due to the economic downturn, including taking that yearly vacation. But as we rapidly approach 2011, Florida theme parks are slowly starting to notice an increase in attendance as well as spending that they hope helps boost them back to where they should be.

“Many people are still hurting nationally, but we’ve found plenty willing to spend for the right product,” said Tom Williams, chairman and chief executive of Universal Parks and Resorts. “We’re optimistic about this winter at our parks both in Florida and California.”

Attendance at Universal Resort has leaped 36 percent in the first quarter since opening the Wizarding World of Harry Potter in June. Walt Disney World ® also noticed a slight increase in attendance during first quarter, while per capita patron spending rose 6 percent and hotel room revenue increased 5 percent. Busch Gardens is still ahead of their 2009 attendance while SeaWorld is still recovering from the February 24 shock of a trainer killed by the park’s biggest whale.

“We’re gradually improving, but see this winter turning positive,” said Dan Brown, chief operating officer of SeaWorld parks.

Florida theme parks have realized what Disney discovered in the 1960’s: invest heavily and often in new draws. What does this mean? It means theme parks need to be constantly adding new elements to their parks to ensure people still want to come and spend their money.

“New attractions are more important than anything you do in marketing or pricing to get more people to visit a park,” said Pieter Cornelis, a Dutch marketing professor.

Busch Gardens is taking this advice seriously and will be opening Cheetah Hunt, a heavily themed animal habitat and the park’s first launch coaster in May. SeaWorld is adding a coral reef so guests can swim with more fish at Discovery Cove. SeaWorld will also be replacing its Believe show in the spring for a more up-to-date version.

Universal has already invested heavily in the Wizarding World of Harry Potter which consists of three rides, restaurants and Potter shops. By doing so the popular Orlando theme park spent a record $300 million for the attraction!

“The big parks are now spending what it once cost to build a theme park to add a new section rather than just one attraction,” said John Robinette, senior vice president of AECOM, a Los Angeles industry consultant.

And as the economy slowy gets back on its feet, you can guarantee all Florida theme parks will continue to add new rides, sites and attractions and in return guests will continue to come for vacations, celebrations and weekend getaways. There’s just nothing like an Orlando theme park getaway!