Singapore travel agents receive a Hong Kong Disneyland foretaste
A packed ballroom of over 200 travel agents in Singapore was treated to a fun-filled evening entitled “Discover the Magic of Hong Kong Disneyland”. Most were excited by the new opportunities presented by the family entertainment giant, and with the opportunity to meet with executives from Hong Kong Disneyland’s marketing and sales teams who flew in to town. The magical evening was capped by a special appearance by Mickey Mouse himself, along with Minnie Mouse, Donald Duck, Goofy, Pluto, Chip and Dale, who together with performers from Disney’s Live Entertainment Group gave the audience a small taste of the magic of Disneyland. “There’s some kind of magic at work here,” one agent was heard saying. “I feel like a kid all over again,” another commented.
The event is part of a multi-city tour that begins in Singapore, and will cover Guangzhou, Taipei, Shenzhen, Beijing and Shanghai, as well as other cities to be confirmed. The travel trade, which is expected to generate over 40 percent of the theme park’s first year attendance, has been the focus of a lot of attention from the Hong Kong Disneyland team. A fully integrated series of marketing activities targeting the trade is expected to be launched shortly as the theme park begins ramping up its publicity machine. It hopes to make the theme park the largest tourist attraction in Asia.
“We really enjoyed the opportunity to exchange views with our trade partners in Singapore,” commented Roy Tan Hardy, Vice President of Marketing and Sales for Hong Kong Disneyland. “This event was part of our region-wide efforts to begin engaging the travel trade, and to establish a mutually rewarding basis of working together in advance of the opening of Hong Kong Disneyland.”
“Many travel agents that we’ve met and spoke to in Singapore, as well as those in China, Taiwan and Hong Kong, are very optimistic that Hong Kong Disneyland will be a huge draw for families across Asia, and that it will add a new dimension to Hong Kong as a family destination,” added Josephine Lam, Director of Marketing Services for Hong Kong Disneyland, who also is responsible for Travel Industry Marketing. “We look forward to partnering with our friends from the trade to help them capitalize on the increased demand that the opening of Hong Kong Disneyland will generate from across the region.”
Guests were treated to a multi-media presentation on the Hong Kong Disneyland project, which is scheduled to open in late 2005/early 2006. Hong Kong Disneyland will transport guests into a world of fantasy, imagination and adventure. The Magic Kingdom park features four lands – Main Street USA, Adventureland, Fantasyland, and Tomorrowland, and two themed hotels. A Victorian-themed Disneyland Hotel will open with 400 rooms, a convention center, wedding venues, and full service spa. The moderate-priced Hollywood Hotel will open with 600 rooms and has a deco style that is right out of the 40’s and 50’s in Hollywood. The park itself presents meeting organizers with a unique opportunity for large themed gatherings or groups for up to 10,000 or more guests – something that could put Hong Kong back on the large-scale conventions and incentive map.
The company says that it is very optimistic about the medium and long-term prognosis for travel and tourism in the region. Located at the doorstep of one of the fastest growing tourism regions in the world, Hong Kong Disneyland renewed its commitment to developing mutual partnerships with the trade and to make contribute to the continued growth of travel and tourism across the region. The family segment is certainly one that the theme park hopes to attract when the Magic Kingdom opens its doors.
Business aside, the guests were clearly excited by the Disney magic, sporting unique lanyards featuring Disney character themed pins throughout the evening, conversing with greeters dressed in Disney attire and posing for pictures with Mickey Mouse and his friends.
author: eTN staff
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