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香港迪士尼樂園度假區（香港迪士尼）憑藉連串策略成功，成功吸引了來自世界各地的旅客，繼續成為香港旅遊業的重要支柱之一。自從「魔雪奇緣世界」（World of Frozen）開幕以來，香港迪士尼採取了全方位的推廣策略，特別是針對國際市場，吸納海外旅客。
全方位的推廣策略
香港迪士尼樂園營運經理 梁偉豪（Ricco Leung）分享，「魔雪奇緣世界」自去年11月隆重開幕，吸引來自世界各地的旅客前來朝聖。香港迪士尼在新一年採取了一系列的推廣策略，成功吸引了大量來自內地和海外的旅客。針對內地市場，香港迪士尼在各大內地社交平台進行了鋪天蓋地的宣傳，包括微博、微信、小紅書和抖音等。此外，還推出了多種體驗和套票，例如：「提前入園證」和「迪士尼尊享卡」，以滿足不同旅客的需求。
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同時，香港迪士尼還舉辦了多個地區性活動，進一步提升品牌形象。例如：在深圳地鐵車廂內展示的「Duffy與好友」廣告，以及與武漢萬象城共同打造的「香港迪士尼仲夏奇妙之旅」展覽，都成功拉近了品牌與市民的距離。
多元化的賓客服務
香港迪士尼一直強調好客之道，每一位「演藝人員」都盡力提供窩心服務，讓賓客樂而忘返。例如度假區推出了多種家庭友善項目，包括：
- 雪嶺滑雪橇：適合初次感受刺激高速快感的小朋友。
- 米奇和米妮主題嬰兒車：可在樂園內租借，方便家庭遊玩。
- 免費享用：嬰兒護理室
- 多樣化的兒童康樂活動：如手工藝班、池畔派對和室內活動等。
此外，樂園內還有多個深度體驗，例如與 安娜（Anna）和 愛莎（Elsa）在森林小天地一起遊玩互動，和在「魔雪奇緣世界」與阿德爾居民暢談跳舞，讓旅客能夠充分體驗迪士尼的魔幻世界。
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獨特的迪士尼體驗
不少旅客特意為了香港迪士尼樂園的獨有體驗而來香港，並表示願意再次到訪，重溫這個奇景旅程。近期深受歡迎的活動包括：
- 多媒體夜間城堡匯演《迪士尼星夢光影之旅》：結合震撼的多媒體特效，創造出獨一無二的視覺享受。
- 各種迪士尼品牌的聯乘商品：如肩膀毛公仔、頭箍和與其他品牌聯乘的潮流商品（例如「Godiva朱古力」、「Chip & Dale系列」等）。
香港迪士尼樂園度假區市務總監 陳佩珊（Sam Chan）提到，香港迪士尼採取了全方位的推廣策略，包括在各大社交平台上開設官方帳號，並邀請各地KOL網紅、關鍵意見消費者和藝人參加樂園活動。此外，還推出了針對內地旅客的特別優惠套票，例如1日門票連1晚「魔雪奇緣」主題房間佈置住宿及早餐，以及迪士尼肩膀毛公仔。
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根據 香港旅遊發展局2023「過夜旅客曾遊覽之地方」的排名數據，香港迪士尼是過夜旅客最常遊覽的付費景點之一，這個成就顯示出其在香港旅遊業和經濟中的重要地位。特別值得一提的是，東南亞市場在2023年訪港旅客人數的反彈中扮演了重要角色。來自泰國、菲律賓、新加坡等地的旅客是疫情後最早重返香港迪士尼的群體之一，並且許多人多次重訪。這些旅客傾向於與家庭成員或朋友組成六至七人的小團體，利用當地的節慶假期或長假期來香港度假。他們特別喜歡穿上印有「Hong Kong Disneyland」標誌的衣服，或戴上迪士尼角色頭飾，全面投入到樂園的各種設施和活動中，追求完整的迪士尼體驗。 來自不同國家和地區的海外旅客陸續到訪，包括菲律賓、泰國、新加坡、韓國、日本、澳洲等地。
為了進一步挖掘內地市場潛力，香港迪士尼還舉行了多個線下活動，如深圳地鐵車廂內的「Duffy與好友」廣告、巴士燈箱廣告和商場展覽等，成功喚醒了內地旅客對「香港迪士尼樂園」的興趣。賓客入園目標明確，到「魔雪奇緣世界」拍照打卡，或到「Duffy與好友遊玩屋」與心愛的「迪士尼朋友」互動拍照。此外，他們還會嘗試樂園內的新推出餐飲，充分利用樂園的多樣化體驗。
除了家庭遊客，年輕群體的比例也顯著增加。這些年輕群體更喜歡深度遊，例如選擇3日2夜或2日1夜的遊園行程，入住香港迪士尼的酒店，提前在官方微信預訂度假套票或酒店套餐，如「LinaBell萌粉世界」主題客房和迪士尼3天世外桃源度假套票等。
未來展望
展望未來，香港迪士尼將繼續致力於推廣創新和深度的旅遊體驗，並透過多元化的推廣策略和活動，吸引更多的國際旅客，確保其在全球旅遊市場中的領先地位，並期待未來更多驚喜和奇妙體驗的到來。
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(L) Ricco Leung, Manager, Park Operations, Hong Kong Disneyland Resort
(R) Sam Chan, Director, Marketing, Hong Kong Disneyland Resort
Hong Kong Disneyland Resort (HKDL) Thrives with Strategic Initiatives, Continues to Attract Global Visitors and Remains a Pillar of Hong Kong's Tourism Industry. Since the opening of the World of Frozen, HKDL has adopted comprehensive promotional strategies, particularly targeting international markets to attract overseas tourists.
Ricco Leung, Manager, Park Operations, Hong Kong Disneyland Resort, shares, "Since its grand opening last November, World of Frozen has attracted visitors from around the globe, becoming a must-see destination.” HKDL implemented a series of promotional strategies in 2024, successfully attracting a large number of tourists from the mainland and overseas. For the mainland market, especially the Greater Bay Area, Hong Kong Disneyland conducted extensive promotions on major social media platforms, including Weibo, WeChat, Xiaohongshu, and Douyin. Additionally, various experiences and packages, such as Early Park Entry and "Disney Premier Access," were introduced to meet the needs of different visitors.
At the same time, Hong Kong Disneyland also held several regional events to enhance brand image. For example, the "Duffy and Friends" advertisement in Shenzhen subway cars and the special exhibition co-organized with Wuhan International Plaza successfully brought the brand closer to the public.
Comprehensive Promotional Strategies
In 2024, Hong Kong Disneyland implemented a series of promotional strategies, successfully attracting a large number of tourists from the mainland and overseas. For the mainland market, HKDL conducted extensive promotions on major social media platforms, including Weibo, WeChat, Xiaohongshu, and Douyin. Additionally, various experiences and packages, such as Early Park Entry and "Disney Premier Access," were introduced to meet the needs of different visitors.
At the same time, Hong Kong Disneyland also held several regional events to enhance brand image. For example, the "Duffy and Friends" advertisement in Shenzhen subway cars and the special exhibition co-organized with Wuhan International Plaza successfully brought the brand closer to the public.
Diverse Guest Services
Hong Kong Disneyland always emphasizes hospitality, with every cast member striving to provide considerate service to make visitors feel at home. For example, the resort offers various family-friendly attractions and facilities, including:
- Frozen Ever After: A ride suitable for young children to experience thrilling speed for the first time.
- Mickey and Minnie-themed strollers: Available for rent within the park for family convenience.
- Enjoy Free Service: Baby Care Center
- Various children’s recreational activities: Such as craft workshops, pool parties, and indoor activities.
Additionally, there are several in-depth experiences in the park, such as interacting and playing with "Anna" and "Elsa" in the Enchanted Forest and dancing with the residents of Arendelle in the "World of Frozen," allowing visitors to fully experience the magic of Disney.
Unique Visitor Experiences
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Many visitors come to Hong Kong specifically for the unique experiences at HKDL and express their willingness to visit again to relive the magical journey. Recent popular activities include:
- “Momentous” Nighttime Spectacular: Combining stunning multimedia effects to create a unique visual experience.
- Various Disney-branded merchandise collaborations: Such as shoulder plush toys, headbands, and trendy items co-branded with other brands (e.g., "Godiva Chocolates," "Chip & Dale" series).
Sam Chan, Director, Marketing, Hong Kong Disneyland Resort, mentioned that Hong Kong Disneyland has implemented comprehensive marketing strategies, including opening official accounts on major social media platforms and inviting key opinion leaders, influencers, and celebrities to participate in park activities. Additionally, special offer packages for mainland tourists were launched, such as a 1-day park ticket with 1-night accommodation in a "Frozen" themed room with breakfast and a Disney shoulder plush.
Southeast Asian Market Success
According to the 2023 "Places Visited by Overnight Visitors" rankings from the Hong Kong Tourism Board, Hong Kong Disneyland is one of the most frequently visited paid attractions by overnight visitors. This achievement highlights its significant role in Hong Kong's tourism industry and economy. The Southeast Asian market played a crucial role in the rebound of tourist arrivals in 2023. Visitors from Thailand, the Philippines, Singapore, and other regions were among the first to return to Hong Kong Disneyland post-pandemic, with many making multiple visits. These visitors often travel in groups of six to seven family members or friends during local festive holidays or long vacations, fully immersing themselves in the park's various attractions and activities. Visitors from different countries and regions, including the Philippines, Thailand, Singapore, South Korea, Japan, and Australia, have been arriving continuously.
To further explore the potential of the mainland market, Hong Kong Disneyland also held several offline activities, such as the "Duffy and Friends" advertisement in Shenzhen subway cars, bus shelter advertisements, and mall exhibitions, successfully awakening the interest of mainland tourists in Hong Kong Disneyland. Visitors have clear goals when entering the park, such as taking photos in the World of Frozen, interacting with their favorite Disney friends in the "Duffy and Friends Playhouse," or trying new park dining options, fully utilizing the park's diverse experiences.
Besides family visitors, the proportion of young visitors has also significantly increased. These young groups prefer in-depth tours, such as 3-day-2-night or 2-day-1-night trips, staying at Hong Kong Disneyland hotels and pre-booking vacation packages or hotel deals through the official WeChat, such as the "LinaBell Dreamland" themed room and the 3-day Disney Wonderland vacation package.
Future Outlook
Looking ahead, HKDL will continue to dedicate itself to promoting innovative and immersive travel experiences. Through diverse marketing strategies and events, it aims to attract more international guests, ensuring its leading position in the global tourism market. Expect more surprises and magical experiences in the future!
延伸分享（Read More）：
Hong Kong Disneyland Resort
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