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Apparently Chinese kids aren't nearly as eager to hug Mickey Mouse and throw candyfloss at Donald Duck as their Western colleagues. The Disneyland theme park in Hong Kong – a joint venture between the Walt Disney Company and the Chinese government – has seen a continued drop in the number of visitors ever since the park swung open its plastic gates in 2000. But if Disneyland Hong Kong's new chief executive gets his way, that is about to change.
"I expect that myself and the team behind the company to work hard, so we can see some aggressive growth", says Mickey Mouse's new boss in China, Andrew Kam. Coming from a position as Coca-Cola's head of marketing in China, Mr. Kam is intent on turning the ship around quickly and bringing in the 5.6 million annual visitors originally estimated to hit the rides and see the sights. So far the number of visitors has never exceeded 5.2 million, and that was in the opening year of 2000.
Mr. Kam intends to achieve his ambitious goal by launching an entirely new strategy: The introduction of package tours in collaboration with mainland Chinese travel agencies. Already a well-known phenomenon in the West, the Disneyland CEO hopes to attract droves of tourists from all over the People's Republic by offering well-planned theme park vacations at affordable prices to China's ever-growing middle class.
Full story in Danish
News category: China
Published on this site: Sep. 5, 2008
Source:business.dk
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