Walt Disney World is raising ticket prices for third time in two years, company officials announced Friday.

An adult one-day, one-park pass will increase 6 percent, $67 to $71 beginning Sunday. Discount packages also will be affected, but the per-day cost could be less than $23 for adults who buy as large as a 10-day package.

The change is due to an annual planning cycle of travel wholesalers, tour organizers and commercial publications, Disney officials told the Orlando Sentinel.

"We strongly believe that Walt Disney World represents a great entertainment value. Our guests agree," spokesman Rick Sylvain told the newspaper. "In our guests surveys, nine out of 10 rate their theme park experience from good to excellent."

Disney last raised prices last August when a one-day, one-park ticket went from $63 to $67.

When the theme park raised its price from $59.75 to $63 plus tax in January 2006, Universal Orlando and SeaWorld Orlando also raised their ticket prices. Price wars have become an annual rite between the three major theme parks.

Universal Orlando officials declined Friday to discuss with The Associated Press pricing strategies for its park or its competitors. SeaWorld officials did not immediately return a message left by AP.

SeaWorld is owned by a subsidiary of Anheuser-Busch Cos., and Universal Orlando is part-owned by a unit of NBC Universal Inc., a unit of General Electric Co.

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