United Parks CEO promises Busch Gardens Tampa Bay improvements, continued investment
Busch Gardens Tampa Bay received significant attention during United Parks & Resorts’ third-quarter earnings call on Nov. 5, 2026. CEO Marc Swanson acknowledged opportunities to improve the park’s guest experience and indicated that continued investment and returning leadership will play a role in its future.
The comments come as Busch Gardens Tampa Bay navigates changes to its attraction lineup, guest concerns about additional charges and the challenges of attracting visitors to a park outside Florida’s primary theme park tourism corridor.
United Parks CEO addresses Busch Gardens Tampa Bay’s future
During the earnings call, Swanson singled out Busch Gardens Tampa Bay as a property with considerable potential, citing its combination of roller coasters, animal experiences and other attractions.
He acknowledged that the company has opportunities to better manage the guest experience and said a former leader has returned to help improve operations. Swanson also indicated that United Parks intends to continue investing in Busch Gardens Tampa Bay.
Courtesy of Busch Gardens Tampa Bay
His remarks were part of a broader discussion about strengthening park operations, improving marketing and creating experiences that encourage guests to return.
Busch Gardens Tampa Bay’s location presents a different challenge
Unlike SeaWorld Orlando, Busch Gardens Tampa Bay operates outside a concentrated resort district.
United Parks’ three Orlando properties — SeaWorld Orlando, Aquatica and Discovery Cove — sit within a tourism corridor characterized by hotels, landscaped roads and resort-oriented development. The surrounding area contributes to the atmosphere of a vacation destination.
Busch Gardens Tampa Bay and its neighboring Adventure Island water park have a different setting. The parks are surrounded by apartments, offices, convenience stores and commercial development in a section of Tampa removed from the Gulf Coast beaches that many vacationers associate with the region.
For some, Busch Gardens feels more like a regional amusement park, similar in some respects to Six Flags properties, despite its extensive roller coaster collection and animal attractions.
Photo by Jon Self
Kumba’s closure and Iron Gwazi locker complaints
Busch Gardens Tampa Bay has also faced changes and frustrations involving some of its best-known roller coasters.
Kumba permanently closed Aug. 2, 2026, after 33 years. The coaster helped establish Busch Gardens as a major thrill ride destination, and its retirement leaves a significant piece of the park’s history behind. Its planned replacement, Kumba’s Revenge, is part of the park’s ongoing investment in new attractions.
Iron Gwazi, meanwhile, became the subject of guest complaints after Busch Gardens introduced metal detectors and restrictions on loose articles. Guests who needed to secure their belongings initially faced a $4 locker charge, adding another expense to a visit that may already include admission, parking and other purchases.
Courtesy of Busch Gardens
Guests could find themselves paying an additional fee simply to experience a coaster they had already paid to enter the park to ride.
Busch Gardens has since addressed that complaint. In October 2026, the park introduced complimentary lockers for up to two hours at Iron Gwazi, eliminating the initial charge that had drawn criticism.
Busch Gardens Tampa Bay continues investing in animal experiences
New roller coasters aren’t the only way Busch Gardens Tampa Bay is investing in its future.
In July 2026, the park opened Lion & Hyena Ridge, a nearly 35,000-square-foot animal habitat featuring five young male lions and two hyenas. The attraction includes multiple viewing areas, naturalistic landscaping and interactive educational exhibits.
During Attractions Magazine’s firsthand visit, Lion & Hyena Ridge proved to be one of the park’s stronger recent additions, offering an experience that encourages guests to explore instead of rushing between roller coasters.
The attraction followed the 2025 opening of Wild Oasis, another investment in the park’s animal experiences and family offerings.
These additions are significant because they reinforce something that distinguishes Busch Gardens Tampa Bay from regional amusement parks: its combination of major roller coasters and zoological attractions.
Busch Gardens Tampa Bay’s next attraction announcement is coming at IAAPA
Additional investment is already on the horizon. Busch Gardens Tampa Bay is expected to reveal details about an upcoming attraction during IAAPA Expo 2026 in Orlando later this month, and Attractions Magazine will be there.
The announcement follows the retirement of Kumba. Could this announcement include Kumba’s Revenge?
Photo by Jon Self
Swanson’s comments suggest that United Parks recognizes the importance of improving the overall experience, from park operations and guest services to the attractions themselves.
With continued investment, new leadership and another announcement approaching, Busch Gardens Tampa Bay has an opportunity to strengthen its appeal to both local passholders and visitors traveling from elsewhere in Florida.
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