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Disney Has Tough Year in China

Frustrated by long lines and overpopulation, not all visitors are impressed with the Hong Kong-based Disneyland. Disney, whose name is widely recognized in the area, is trying to establish its business in China, estimated to be the world`s fourth largest source of outbound tourists by 2020, but is running into some trouble.

The problem is that although the Disney brand is widely recognized, the Disney theme parks are not and it seems that they have widely overlooked the cultural gap. Opened last year in Hong Kong on China`s southern coast, the park failed to reach its 5.6 million visitors attendance target, but still managed to do nearly as well, attracting over 5 million.

It is believed that a fundamental problem is a software one, the complete inability to understand the Asian mindset in terms of their customers as well as their staff. While Disney struggles to adapt, they are also trying to elude the shadow of a homegrown competitor called Ocean Park. This 30-year-old theme park, modeled on Sea World in the United States with dolphin shows, panda enclosures and roller coasters, has had a excellent year, drawing over 4 million visitors. According to Hong Kong`s Travel Industry Council, almost 80 percent of tours from China visit Ocean Park as part of their itineraries. In contrast, Disney tends to be an optional day out.