After a record-breaking start to 2024, Hong Kong Disneyland Resort is setting its sights on an equally impressive summer, with a host of new attractions, celebrations, and experiences designed to draw in tourists from across the border and around the world.
“According to our forecast, business this summer will be thriving,” said Sam Chan, the resort’s director of marketing. Following a strong fiscal year in 2023 and a blockbuster first quarter, Chan and his team are “very much looking forward to and enthused about this summer holiday.”
Chief among the resort’s summer highlights is the first full season of World of Frozen, the new themed land based on Disney’s hit animated franchise. Opened last November, World of Frozen has already “created a lot of buzz” and “boosted the awareness of our park to an unprecedented high,” Chan said.
This summer, World of Frozen will celebrate the birthday of Queen Anna, with Hong Kong Disneyland’s cast members presenting various surprises to the beloved character. Guests will also get to meet Mossie, a baby troll character created exclusively for the land.
But the excitement extends far beyond Arendelle. Visitors can cool off at the “Pixar Water Play Street Party!,” which will feature characters from Toy Story, Inside Out, and other Pixar favorites, along with splashes of refreshing water. And fans of Duffy the Disney Bear can join in the character’s “Friend-versary” celebrations over the summer months.
To appeal to a range of tourists, the resort is employing diverse strategies. For mainland Chinese visitors, Hong Kong Disneyland is partnering with social media influencers to showcase “city walk” itineraries and “special forces” travel tips. For those without set plans, the resort is highlighting its key attractions and offering customizable packages.
“It’s crucial to get the latest messages and offerings across as quickly and as thoroughly as possible” for the crucial mainland China market, Chan explained. To that end, the resort has been touring shopping malls across Southeast Asia to showcase its World of Frozen experiences.
With its dynamic summer lineup, Hong Kong Disneyland is clearly aiming to turn up the heat on the competition and cement its status as a must-visit destination for theme park enthusiasts from near and far.
