Tokyo Disney’s New Strategy to Attract U.S. Visitors
Tokyo Disney Resort is making a concerted effort to attract American visitors by leveraging the influence of American social media influencers and bloggers. This strategy aims to replicate the success of Disney World in the U.S., which has become a beloved destination for many American adults.
Expansion and Media Preview
On June 6, Tokyo Disney Resort will unveil a massive expansion featuring new lands and attractions inspired by popular Disney films such as "Frozen," "Tangled," and "Peter Pan." In a bid to generate buzz, the resort invited several high-profile U.S.-based Disney content creators to a media preview event in May. This marked the first visit to Tokyo Disney for some of these influencers, who shared their experiences with their extensive online followings.
A Shift in Marketing Strategy
Historically, Disney’s international parks were designed to bring the magic of Disney to a global audience. However, attendance figures at these parks have lagged behind those of Disneyland in California and Disney World in Florida. To address this, Disney is now actively marketing its international parks to American audiences. This includes featuring international park attractions in Disney+ shows like "Behind the Attraction," which premiered in 2021.
The Role of Social Media
Social media has played a crucial role in this new marketing strategy. Content showcasing the new expansions at Tokyo Disney has resonated widely with Western audiences. Some YouTube vlogs featuring the new attractions garnered over 100,000 views on their first day. The official Disney Parks Instagram account has also seen a surge in comments from Americans eager to experience the international parks.
Insights from Influencers
Quincy Stanford, a staff member at the Disney parks fan media operation AllEars, was among those invited to the Tokyo media preview. Stanford noted that the invitation was a surprise, as it is rare for American media to be invited to Tokyo Disney. Emma Kenner, another AllEars staffer, highlighted the impact of social media during the pandemic, which exposed many people to aspects of Disney they had never seen before.
The Bigger Picture
Disney is not alone in this approach. Other American entertainment operations, such as Taylor Swift’s concerts in Paris, have also seen significant American attendance. However, this influx of American tourists has raised concerns about overtourism in countries like Japan.
Conclusion
By inviting American influencers and bloggers to its international parks, Disney aims to create a sense of familiarity and comfort for American tourists. This strategy not only boosts attendance at international parks but also enriches the travel experience for U.S. visitors.