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General admission pricing benchmarks

After several years of inflationary conditions, pricing in the visitor attractions sector continues to evolve.

As we enter 2025, new data from Dexibit highlights significant trends in general admission pricing across geographic markets and industry segments.

Ticket type variance 

In the United States, the cost of general admission now looks like:

  • Adult general admission averaging $36.44, with prices ranging from $19 to $45 depending on attraction type.
  • Child general admission averaging $25.96, typically 50% to 70% of the adult price.

Geographic variance

When comparing these figures internationally and adjusting for currency exchange rates, the UK tends to run at about 15% lower than the US and Australasia about 37% lower.  

Segment variance

Segment specific pricing also shows significant variance (prices shown for the US market):

  • Adventure attractions like towers and climbing experiences remain on the higher end, frequently exceeding $40 for adult entry.
  • Zoos and aquariums typically price adult tickets at $30 to $40, with child pricing remaining elevated in comparison to capture value from this primary target market.
  • Museums and cultural institutions often offer free or heavily discounted admission for children, with an average adult admission price of $24.85.

Sources: Pricing data from visitor attractions worldwide, analyzed by Dexibit. USD conversion rates used in this analysis are approximate and based on exchange rates as of January 2025.

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