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Global Marketing

Disney Land in Australia

Disney Land was first opened on July 17, 1955, in Anaheim, California. The theme park was built on 160 acres of land and the cost of the project was $17 million. In the present day, Disneyland hosts more than 18 million visitors a year, who spend close to $3 billion. Walt Disney intended to build Disneyland to have educational as well as amusement value and to entertain adults and their children.

In the 1990s Disneyland at Sydney Harbor in Australia was very nearly a done deal until The Walt Disney Company CEO Michael Eisner made a last-minute decision to pull out and not create the resort. Instead of Australia, Michael Eisner wanted Disney dollars in China. In September 2005 Disneyland in Hong Kong was open for visitors. After the successful expansion of Disneyland in countries like Japan, France, Hong Kong, and China Disney is again considering entering Australia.

According to Statista, the Global GDP of Australia amounted to about 87.55 trillion US dollars. In 2019 according to Tourism Australia around 9.3 million tourists visited Australia. In that year Australia generated $60.8 billion in direct tourism GDP. Tourism also employed 666,000 Australian workers. Currently Australia is highest yielding tourism destination in the world.

According to Tourism Australia, there are 80.3M domestic visitors. On average visitors spend 4 nights and spend on average $173 per night leading to an average of $646 per trip. Out of the 80.3M visitors 30.79K travel for holiday, 27.674K travelers are visiting friends and family, 18.139K are traveling for business, and 5.681 are traveling for other reasons.

Disney should look in the near future to build an amusement park in Sydney, Australia to attract the global and domestic tourists that venture through Sydney. With such an great location to attract tourists, many adults will want to take their kids to the theme park. Disney could use a localization approach while keeping its core values to adapt to Australian culture which is somewhat similar to that of California, so it would not be too different from its original Disneyland in Anaheim. Disney could mimic and market a journey through the Sydney Harbor as one of its rides for those who attend the theme park. Disney will ultimately need to develop an intriguing marketing strategy that differs from other local parks to provide the best customer experience possible. With tourism at such a high, assuming post Coronavirus pandemic, Disney should now see this as the perfect opportunity to enter Australia and further grow the company internationally.

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