Hershey Sweetens Holiday Season with New Attractions & Value Bundles

HERSHEY, PA – November 12, 2025 – Hershey’s Chocolate World is gearing up for a festive season with a range of new attractions and a value-packed holiday bundle, designed to attract visitors and bolster brand loyalty. While the company navigates challenging economic conditions, particularly soaring cocoa prices, this investment in experiential marketing underscores Hershey’s commitment to engaging consumers beyond traditional retail channels.

This year’s enhancements include revamped holiday décor, eleven new animatronic elves integrated into the beloved Chocolate Tour Ride, and the launch of seasonal treats like Hershey’s Toffee Truffles and a Toffee Truffle Milkshake. Complementing these upgrades is the “Holiday Savings Bundle,” offering five attractions, a bakery voucher, and free parking for $44.95 – a significant discount compared to purchasing experiences individually.

Strategic Investment Amidst Economic Headwinds

The timing of these investments is noteworthy. The Hershey Company, like other players in the confectionery industry, is grappling with substantial increases in cocoa prices – a critical input for its products. In its recent earnings reports, Hershey projected a significant decline in earnings per share for 2025, largely attributed to these rising costs.

“The company is walking a tightrope,” explains one industry analyst, speaking anonymously. “They need to maintain margins while still delivering value to consumers. Investing in experiences like Hershey’s Chocolate World allows them to build brand loyalty and justify potential price increases on their products.”

This approach aligns with a broader trend in the tourism and entertainment sectors, where experiential marketing is gaining prominence. According to a recent report by McKinsey & Company, consumers are increasingly prioritizing experiences over material possessions, leading businesses to invest in creating memorable and engaging interactions.

Beyond the Chocolate Tour: Expanding the Hershey Experience

The Chocolate Tour Ride, a free attraction since Hershey’s Chocolate World opened, remains a cornerstone of the experience. But the company is actively diversifying its offerings to appeal to a wider range of visitors. The recent addition of Hershey’s Great Candy Expedition demonstrates this strategy.

“We’ve seen a shift in consumer behavior,” says a source within Hershey’s marketing team, speaking anonymously. “People are looking for more than just a quick visit. They want to immerse themselves in the Hershey brand, learn about its history, and create lasting memories.”

This focus on immersion extends to the seasonal events. “Photos with Santa” and the “Holiday Chocolate House” cater to families seeking traditional holiday experiences, while the new animatronic elves add a touch of whimsy to the Chocolate Tour Ride. The company also leverages social media to promote these events and encourage visitors to share their experiences.

Value Proposition & Competitive Landscape

The “Holiday Savings Bundle” is a key component of Hershey’s strategy to attract value-conscious consumers. Priced at $44.95, the bundle offers a significant discount compared to purchasing individual attractions, a bakery treat, and parking separately.

“The bundle is a smart move,” says a local tourism expert, speaking anonymously. “It incentivizes visitors to spend more time and money at Hershey’s Chocolate World, while also offering a compelling value proposition.”

The company’s pricing strategy is also informed by the competitive landscape. Other major theme parks and attractions, such as Disney World and Universal Studios, offer similar holiday bundles and multi-attraction passes. Hershey’s Chocolate World differentiates itself by offering a unique brand experience and a focus on family-friendly entertainment.

Impact on Hershey’s Stock & Long-Term Strategy

While the immediate impact of these investments on Hershey’s stock (HSY) is likely to be modest, the company views experiential marketing as a crucial component of its long-term growth strategy. The company's recent financial reports demonstrate that while net sales saw a slight increase in 2024, projected earnings for 2025 are expected to decline significantly due to rising cocoa prices. Therefore, maintaining consumer engagement and bolstering brand loyalty become all the more important.

“We see Hershey’s Chocolate World as an extension of our brand,” says a source within Hershey’s investor relations department, speaking anonymously. “It’s a place where consumers can connect with our products and create lasting memories. That’s something that can’t be easily replicated.”

The company is also exploring opportunities to expand its Hershey’s Chocolate World footprint and offer new experiences to visitors. This could include the development of new attractions, partnerships with other brands, and the expansion of its retail offerings. The goal is to create a destination that appeals to a wide range of visitors and strengthens the Hershey brand for years to come.

Looking Ahead

As Hershey’s Chocolate World prepares for the holiday season, the company remains optimistic about its ability to attract visitors and drive brand loyalty. Despite the economic challenges, the company believes that its focus on experiential marketing and value-driven pricing will resonate with consumers.

“We’re committed to delivering a magical experience for our guests,” says a source within Hershey’s marketing team, speaking anonymously. “We want them to leave Hershey’s Chocolate World with a smile on their face and a desire to come back for more.”

With the new attractions, the “Holiday Savings Bundle,” and a commitment to creating unforgettable experiences, Hershey’s Chocolate World is poised to sweeten the holiday season for visitors and solidify its position as a leading entertainment destination.