Hong Kongs Push for Growing Tourism

1
Hong Kongs Push for Growing Tourism

• Maj Scott Roe

2
Introduction

• Background/History
• Economic Base
• Disney
• Japan
• France
• Hong Kong
• Outlook

3
Background
4
Background

• Administrative Region of PRC
• To China in 1997
• High degree of autonomy until 2047
• China
• Territorys defense
• Foreign affairs
• Hong Kong
• Legal, Monetary, Police Force, Customs

5
Economic Base

• Highly capitalist free market, low tax
• Highest concentration of corporate HQ in the
  Asia-Pacific Region
• GDP exceeded UK, France, Germany, and Japan
• Ranked as worlds
• freest economies

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Economic Base

• Few natural resources
• Most exports consist of re-exports
• Mainland distributed thru Hong Kong
• Lead-based painted toys
• Autonomous Status
• Point of entry for investments and resources to
  mainland
• 1983 Fixed rate to the U.S. dollar

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Economic Base

• Manufacturing base until 1980s, then rapid
  transition to service based (mainland)
• Growth Rates
• 1990s - 2.7 move to financial center
• 2000 - 10
• 2003 2.3 due to SARS
• 2003 Individual Visit Scheme
• Visitors from Mainland Tourist Industry
• Outward look from hardnosed economy base

8
Disney

• Tokyo Disneyland 1983 Opening
• 13mil visitors a year
• 46 Disney stores across Japan-cross promote

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Disney

• EuroDisney (Disneyland Paris) - 1992
• American Imperialism
• Close to 1st year bankruptcy/recession
• Price cuts and marketing
• Mold to customer requests(cowboys and wine)
• 1 tourist attraction
• 1.4bil into French Economy
• 45mil to 60mil visitors in European theme parks

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Disney

• 1999 Disney and Govt of Hong Kong sign agreement
  for park
• Govt aggressively wooed Disney
• Govt 57 share and 1.8bil invested
• Disney 43 with only 314mil invested
• Estimated outlook for govt
• 18,000 to 35,000 jobs growing over 20 years
• Estimated income 19bil over 40 years

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Disney

• Attempted grasp of culture
• Feng Shui consultants (main gate)
• Opening day (Chinese calendar prosperity)
• 3 Language choices on rides
• Overlooked/Controversies
• Shark Fin soup
• Lunar New Year
• Pre-sold passes
• Who is Mickey?
• Pre-deployment brief

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Disney

• First Year
• Missed estimate of 5.6mil visitors
• 70 negative opinion rate from locals
• Cast Members Union strike
• Disclosure
• Small expensive

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Outlook

• Govt invested 4bil in tourism
• Eighteen hotels in one year
• 700mil in overhaul of Ocean Park
• 300mil convention center
• Expansion of Buda site
• Disney Channel on the mainland
• Family tourism up 14
• Shanghi Disney?

14
Questions?

• Disneyland will help drive the next generation
  of Hong Kongs tourism to enhance its position as
  an international capital