HK theme parks: Marketing tactics to lure back visitors amid funding debate

Amid calls to reduce funding for Hong Kong’s loss-making theme parks such as Disneyland and Ocean Park, the government has repeatedly defended its support for the attractions, citing the economic benefits and positive impacts they bring to the city.

Don't miss: 'Have faith in Disneyland', says HK tourism chief despite net loss for 8 years in a row

Back in May, the city’s culture and tourism minister Kevin Yeung said that Hong Kong Disneyland, which has failed to make a profit for eight consecutive years, has contributed HK$116.1 billion to Hong Kong’s economy since its launch. He urged lawmakers to have “faith” in the park due to its positive impact on the local community. 

On the other hand, the authorities said in April that Ocean Park Corporation had received HK$784 million in funding in 2022-23, although the park saw a 45% decrease in revenue in 2021 because of pandemic constraints.

Don't miss: Ocean Park sees 45% decrease in revenue due to pandemic constraints

MARKETING-INTERACTIVE has reached out to Hong Kong Disneyland for a statement. Meanwhile, Ocean Park has declined to comment on the matter.

Commenting on the move, industry players MARKETING-INTERACTIVE spoke to agreed that the government has made the right call to offer support as both parks are important assets for Hong Kong’s tourism industry and cultural identity.

David Ko, managing director of RFI Asia, said Disneyland and Ocean Park provide jobs, entertainment, and education for millions of people, both locals and tourists. He added that the theme parks have been making efforts to adapt to the changing market and consumer preferences, such as introducing new attractions, enhancing safety measures, and promoting environmental awareness. 

From a tourism perspective, these theme parks are crucial to the tourism industry, as they are among the most popular destinations for families and Mainland Chinese visitors, said Yvonne Ma, founder and managing director of Eighty20. 

“If the parks close down, it could have a negative impact on Hong Kong’s image and the tourism sector as a whole,” she said.

Furthermore, outbound tourism from Mainland China is picking up, so there is no need to rush to make a decision. Personally, I support the government’s position to rebuild the theme parks and improve their branding and sales.

Targeted marketing campaigns is key 

It is true enough that the struggling theme parks need more time and support to recover from the pandemic and regain their competitiveness. However, how they market themselves better with limited budgets to lure back visitors in a  competitive environment, is the million-dollar question. 

To engage a wider audience, an effective marketing campaign could be a game -changer for theme parks aiming to lure back visitors, said Jacopo Pesavento, CEO at Branding Records. He said leveraging highly targeted online advertising on Mainland Chinese travel channels such as Ctrip, Alipay, WeChat and Red could be a strategic move. 

By leveraging various channels, including social media, print media, television and radio, both parks can showcase the affordability, new attractions, and unique experiences they offer, he added. He also said the parks can introduce discounted ticket packages, special offers and promotions tailored to local and budget-conscious overseas tourists with financial constraints. He added:

Moreover, by implementing strategies such as discounted admission during off-peak periods, group discounts or bundled ticket options, the parks can ensure affordability while encouraging repeat visits.

Agreeing with him was RFI Asia’s Ko, who said the parks should create a joint promotion campaign that offers discounts and incentives for visitors who buy tickets to both parks. This can encourage tourists to spend more time and money in Hong Kong and experience the different attractions of the two parks.

For example, they can offer a package deal that includes hotel accommodation, transportation, and admission to both parks for a lower price than buying them separately. This kind of ‘bundling’ of Hong Kong’s attractions is not done enough,” Ko said.

Forging stronger connections with the local community 

Apart from targeted campaigns, rebuilding strong connections with the local community is also one of the essential elements to help the parks retain customers.

One of the ways to achieve this is to forge partnerships with local brands or cultural events that can infuse a sense of authenticity and provide visitors with unique experiences. For example, Ocean Park has partnered with AEON Card and emoji – The Iconic Brand to promote self-expression and inclusivity through this year’s Summer Splash. 

On top of collaborating with groups of students with special educational needs, the park has partnered with The Hong Kong Jockey Club Centre for Suicide Research and Prevention at The University of Hong Kong, to promote emotional well-being and make Summer Splash an inclusive party for underserved communities.

This kind of initiative offers unique experiences to the local community and helps the parks forge strong connections with the community.Branding Records’ Pesavento said both parks can actively engage with locals through education programmes, charity events or sponsorships of local events and sports teams.

These initiatives not only foster goodwill, but also create a positive perception of the parks, making them a valued part of the community fabric.

Furthermore, by providing authentic experiences, both parks can further promote their positioning compared to their competitors, said Eighty20’s Ma. She said:

The key is to create more tailored and personalised arrangements, such as exclusive events for VIPs in certain areas of the parks, to enhance the visitor experience and attract more tourists to Hong Kong's Kong’s theme parks.

On the other hand, going beyond the traditional boundaries may also work. RFI Asia's Ko said both parks can create virtual experiences that allow people to explore the parks from the comfort of their own homes. For example, the parks can create a virtual tour that features 360-degree videos and interactive elements.

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Hong Kong defends reduced funding for local travel and tourism sector

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