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Hong Kong’s Push for Growing Tourism

Hong Kong’s Push for Growing Tourism. Maj Scott Roe. Introduction. Background/History Economic Base Disney Japan France Hong Kong Outlook. Background. Background. Administrative Region of PRC To China in 1997 High degree of autonomy until 2047 China Territory’s defense

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Hong Kong’s Push for Growing Tourism

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  1. Hong Kong’s 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 • Territory’s 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 world’s freest economies

  6. 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

  7. 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

  9. 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

  10. 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

  11. 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

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

  13. 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 Kong’s tourism to enhance its position as an international capital”

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