In mid-June, Universal Orlando debuted its newest attraction, The Wizarding World of Harry Potter, located in Universal’s Islands of Adventure theme park. The 20-acre attraction, an approximate $265 million investment, re-creates the famed book series’ Hogsmeade Village, with the new signature thrill ride Harry Potter and the Forbidden Journey, as well as two reimagined rides, Flight of the Hippogriff and Dragon Challenge. Alice Norsworthy, executive vice president of sales and marketing, discusses what the new Wizarding World of Harry Potter means for Universal Orlando as well as for travel agents interested in selling the destination.

What has been the impact of the new Harry Potter attraction on attendance? We’ve seen tremendous interest in the Wizarding World of Harry Potter. A lot of the coverage that we’ve generated has helped add to that interest, and we believe that will translate to interest among our guests as well. The attractions here are geared toward all ages, and so we believe that this newest area of Islands of Adventure will appeal to a really broad audience. That’s what we’ve seen so far in the first few weeks.

What will be its impact on the agency community? I think the Wizarding World of Harry Potter will give travel agents reasons to sell Orlando overall to families—and particularly families with interest in Harry Potter—who may not have previously considered visiting. I also think it’s an opportunity for agents to sell the destination to guests who have already been here and want to return. This new attraction provides a new experience for them and a reason to keep them coming back. We work with a variety of wholesalers and have our own at Universal Parks & Resorts Vacations. So travel agents can go to www.universaltravelagents.com  to help their clients plan their vacations as well as to book tickets.