Josh D’Amaro, who took over Wednesday as CEO of Disney, addressed the hot-button topic of theme park pricing during the company’s annual shareholder meeting.

Asked by an unidentified shareholder how Disney’s Experiences division (which D’Amaro ran before his promotion) balances revenue growth with “maintaining positive guest satisfaction,” he offered a fairly lengthy take.

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“That is an important question,” he said. “I guess I’d start with the fact that I know that a Disney park visit is a meaningful investment for families that visit us, and our goal is for every single guest to feel that their experience is worth it. Basically, we want this experience to be the best day of a guest’s life. And we’re always measuring our success here. So, for example, we look at things like guest experience ratings, and a guest intent to return after they’ve visited us. And these metrics are both very high across all of our parks.”

Disney has faced criticism for raising park prices, especially in recent years as consumers have been hit with soaring prices for groceries, gas and a number of other essentials. The annual increases phased in last fall were more modest than they had been in prior years, but many of the ticket hikes still outpaced the rate of inflation.

D’Amaro said the company’s pricing philosophy centers on “offering a wide range of options and different price points so that families can visit in ways that work for them.” He noted that a kids ticket offer, which applies for a stretch of this year at Disneyland, lets anyone from 3 to 9 years old in the park for $50. The promotion “is pretty good,” D’Amaro said. ” We also have kids’ free dining promotion with some packages of Walt Disney World.”

While there are a number of potential causes (including suppressed international travel due to President Donald Trump’s tariffs), in the fiscal fourth quarter Disney said U.S. park attendance dipped 1% from the year-earlier level. Revenue, however, ticked up 6%.

Expenses in the parks unit are also on the rise. In 2023, the company said it would double spending across its parks, resorts and cruise ships operations, committing $60 billion over a 10-year span. At the shareholder meeting, D’Amaro noted a new park project in Abu Dhabi, which was announced last year.

The company’s main objective in terms of pricing, D’Amaro said, is to “provide a fair amount of choice and flexibility for our guests while at the same time making sure that we’re managing daily attendance and overall experience.”

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