Universal Orlando Resort has achieved an extraordinary milestone, securing the Best Worldwide Theme Park award for the 12th successive year at the Irish Travel Industry Awards.
The accolade, announced at the gala ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises, saw Universal Orlando triumph unchallenged in its category, outshining perennial rivals such as Disneyland Paris and Walt Disney World Resort. in a category sponsored by Hurtigruten in recent editions, this unbroken streak since at least 2014 underscores the resort’s unparalleled appeal among Irish travel agents and their clients, cementing its status as the definitive choice for family adventures and thrill-seeking holidays in Florida.
Represented in Ireland through strategic partnerships with leading tour operators and specialist agencies, Universal Orlando pursues an active, trade-centric approach to maintain its dominance. The resort collaborates closely with prominent Irish players including Tour America (a long-time Orlando specialist), Trailfinders, Budget Travel, Abbey Travel, TUI, and others. These operators feature Universal packages prominently in their USA portfolios, bundling flights, on-site hotel stays, multi-park tickets, and extras like Express Passes into comprehensive holidays departing from Dublin, Cork, and Shannon.
Accessibility fuels much of the success. Aer Lingus and other carriers provide direct or one-stop services to Orlando International Airport, with seasonal frequencies supporting year-round demand. Irish agents report strong bookings for family groups, multi-generational trips, and celebrations, drawn by the resort’s three theme parks—Universal Studios Florida, Islands of Adventure, and the groundbreaking Epic Universe (opened in 2025 as Orlando’s first major new park in decades)—plus the vibrant Universal CityWalk entertainment district.
Universal Orlando’s activities in the Irish market emphasise immersive trade engagement. The resort hosts regular familiarisation trips, inviting select agents to experience the latest attractions firsthand. Recent fams have showcased Epic Universe’s themed lands, including Super Nintendo World, How to Train Your Dragon – Isle of Berk, Dark Universe, and the Wizarding World of Harry Potter expansions, allowing agents to appreciate innovations like cutting-edge rides, interactive experiences, and immersive storytelling. These trips, often in partnership with airlines like Aer Lingus, generate enthusiastic endorsements and authentic client recommendations.
Marketing support is tailored to Irish preferences, focusing on value, variety, and excitement. Campaigns highlight multi-day ticket options, Early Park Admission for on-site guests, and family perks such as child-friendly dining and character meet-and-greets. Promotions emphasise seasonal events—Halloween Horror Nights, Mardi Gras celebrations, and holiday spectaculars—alongside year-round draws like the Wizarding World’s Butterbeer and thrill rides such as Hagrid’s Magical Creatures Motorbike Adventure. Agents receive co-branded materials, digital assets, and training resources to promote packages effectively, with incentives rewarding high performers.
The resort’s appeal spans demographics: families flock for kid-oriented zones and shows, thrill-seekers chase record-breaking coasters, and Potter fans immerse in Diagon Alley and Hogsmeade. Recent additions, including Epic Universe, have boosted interest, with agents noting surges in enquiries for 2026 bookings. Sustainability efforts, such as waste reduction and eco-friendly operations, align with growing consumer awareness, though the primary draw remains pure escapism.
Repeat visitation is a hallmark, with many Irish families returning annually for new attractions and the reliable Florida sunshine. Feedback praises the seamless planning through trusted agents, hassle-free transfers, and the magic that defines a Universal holiday.
2026 awards
Previous winners
