Foreign tourists to Universal Studios’ theme park rose to about 10 percent of the total visitors of 8.6 million in the 2006/2007 financial year, up from around 3 percent in 2004, as the company set up marketing offices in Hong Kong, South Korea, Taiwan and Thailand.

New markets

A six hour trip from Southeast Asia and about 12 hours from Europe, there are a lot of reasons why tourists who make the journey to Japan might opt to spend their limited time soaking up traditional Japanese sights or visiting Tokyo’s world famous Ginza and Akihabara shopping districts instead of trekking to the theme park on the outskirts of Tokyo.

Perhaps foremost among them is the expense. A two day visit to the park costs around US$1,400 for a family of four and a one day visit costs around US$160 per person.

Tokyo Disney is also looking to attract seniors as Japan ages. It launched a cheaper annual pass for seniors in March and it has begun to host entertainment such as horticulture exhibitions and a circus theater for those with more sophisticated taste.

Men are another potential market. A staggering 73 percent of visitors are female possibly due to the enormous popularity of Disney characters among Japanese females.

Finding the right mix to attract new customers, such as more men, without making radical changes that might alienate its traditional female customer base will be a challenge for Tokyo Disney but one that may pay off as Japan ages.

Another looming challenge for Disney is managing competition with other Disney parks in Asia.

So far, struggling Hong Kong Disneyland is hardly a threat. But Disney is pondering setting up a park near Shanghai. The plan is on hold due to concern it might undermine Hong Kong Disney. Yet most experts agree it is only a matter of time until Disney sets up a resort in mainland China.

Despite the challenges, Tokyo Disney is optimistic as it turns 25.

“There still are many people who have never visited the parks, so we plan to market the parks in a precise way for those people,” Fukushima said. “We are starting fresh on this 25th year.”

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