As Canada's Wonderland gears up for what is sure to be one of their most eventful seasons yet, the amusement park is facing legal challenges alongside exciting new attractions. The Competition Bureau has filed a lawsuit against the park, alleging that it misled consumers with deceptive pricing practices. Meanwhile, the park is also rolling out a selection of innovative new menu items ahead of its opening day on May 8, 2025.
According to the Competition Bureau, Canada’s Wonderland misled consumers by advertising ticket prices on its website that did not clearly include mandatory fees, specifically naming additional charges for "processing" and "parking." For example, the Bureau claims that some online ads displayed prices such as "$49.99" for admission, but once users advanced through checkout, they were presented with added costs that increased the total significantly.
"Canada’s Wonderland charges a processing fee for online purchases involving park admission, starting at $6.99 and increasing to $8.99 or $9.99 depending on the number of items purchased. For most purchases of non-admission-related products, a single $0.99 processing fee applies, regardless of the number of items," states a press release from the Competition Bureau.
The Bureau alleges that Wonderland has made, and continues to make, false or misleading price claims by advertising lower prices than what consumers ultimately have to pay, as those prices exclude mandatory fixed fees. This practice, commonly known as drip pricing, is deceptive because consumers are not presented with an attainable price upfront. Matthew Boswell, Commissioner of Competition, emphasized the importance of transparency in pricing, stating, "Consumers have the right to know the full price they will pay before making a purchase. Businesses must ensure that all mandatory fees are clearly disclosed to avoid misleading consumers."
Opened in 1981, Canada's Wonderland is located in Vaughan, Ontario, and is Canada's largest amusement park, featuring over 200 attractions, including 18 roller coasters and a 20-acre water park. The park plays a significant role in Ontario's tourism industry, attracting millions of visitors annually. In 2023, Canada's Wonderland reported an attendance of approximately 3.2 million visitors. The park's operations contribute significantly to the local economy, generating substantial revenue and employment opportunities. In 2022, Ontario's amusement parks and arcades industry generated operating revenue of $498.8 million, accounting for over half of the national total.
The Competition Bureau’s lawsuit could bring real financial and legal trouble for Canada’s Wonderland. If a court finds that the park broke the rules laid out in the Competition Act, it could face hefty fines or be forced to pay restitution to customers. Even more significantly, the park may have to overhaul how it presents prices online — changes that could impact its operations and customer experience.
Canada’s Wonderland isn’t just a theme park; it’s one of Ontario’s most popular tourist destinations, drawing families and thrill seekers in droves each summer and to special events throughout the year. Its rides, attractions, and events make it a key economic driver for Vaughan and the surrounding region, supporting local jobs and businesses. However, if consumers feel they’ve been misled about ticket costs, that trust could erode quickly.
In a competitive tourism market where reputation drives revenue, even the perception of unfair pricing could impact attendance and reduce the park’s contribution to the local economy. This case isn’t just about one amusement park. If the court sides with the Competition Bureau, it could prompt a wave of changes across Canada’s entertainment and tourism sectors. Other attractions may feel pressure to revisit how they advertise prices, especially when it comes to hidden fees. A ruling in Wonderland’s favor, however, could muddy the waters on what counts as transparent pricing.
Shifting consumer expectations mean that, for today’s consumers — especially families planning big-ticket outings — price transparency isn’t a luxury; it’s a baseline expectation. Surprise fees tacked on at checkout have become a growing point of frustration, and lawsuits like this one may only accelerate calls for more honest, upfront pricing. As people become more aware of these practices, venues that fail to adapt could face not just legal pressure, but pushback from the very visitors they rely on.
Canada’s Wonderland now finds itself at the center of that conversation. What began as a dispute over how prices appear online has become a test case for broader questions about fairness, trust, and the rules of digital commerce. The Competition Bureau’s challenge is about more than a few extra dollars in service fees; it’s about setting a standard. And whatever the outcome, both the industry and its customers will be watching closely.
On a lighter note, alongside the legal battles, Canada's Wonderland is also launching a slew of brand-new menu items for the 2025 season at a number of their dining locations. Perhaps the most exciting update to the park's dining options this year is at King's Feast, located next to the Leviathan roller coaster. The restaurant has long been a staple for burgers and chicken tenders, best consumed after getting off the high-intensity ride.
This year, King's Feast is debuting not only a fresh new look but an updated menu including the King's Burger; a beef patty topped with slaw, pickles, and white cheddar on a brioche bun, as well as the house-made Spiced Pakora Veggie Burger, which blends corn, potatoes, and chickpeas into a spicy symphony.
Over at Timbers Grill, they've introduced brand-new Fire & Ice Pickles, described by the park as a "bold combination" of spicy and sweet, "that'll have your taste buds dancing." Their recommendation? Pair the pickles with Timbers Grill's gooey ham and cheese for a truly explosive experience.
To finish off the meal, while keeping in line with the evident fire and ice theme, they're also introducing the Icy Inferno Funnel Cake: a mountain of ice cream atop a freshly-fried funnel cake, topped with strawberries and blueberries and finished off with a generous slather of mystery blue and red sauces.
Other eateries around the park are similarly introducing new-and-improved bites for the season, like Lazy Bear Lodge's smoked pork ribs slathered in Sous Chef Herman's secret maple BBQ sauce, as well as their gluten-free and vegetarian Manchurian veggie balls. At Grande World Eatery, visitors can enjoy new dishes like Korean beef bulgogi, Shanghai noodles, Ssamjang shrimp, and signature Jerk chicken.
All of this to say, it turns out that there's a lot more to eat at Canada's Wonderland than the tried-and-true theme park staples this year. As the park prepares to open for the season, it faces both challenges and opportunities, making it a focal point for discussions about consumer rights and culinary innovation in the amusement industry.
