DUBAI — Disney will not be establishing a park in Dubai or, in fact, anywhere in the Middle East anytime soon, said James Rasulo, chairman of Walt Disney Parks and Resorts speaking to Khaleej Times, during the IAA Congress.
"When deciding on a location, we have to look at the size of economy and the distribution of income. We are a premium tourism product and we need certain characteristics. I don't see the Middle East today as a market that is quite ready for that, but I never say never," he said.
However, India fulfils some of those requirements. He said: "There is a still a fundamental evolution of infrastructure that has to occur so that people can get to a single destination with the footprint that we would like to develop. Today that footprint is not in place." But that will not be the case forever, he added. "If you look at the population and economic realities of India, it is possible one day, but that day is not now."
China is a slightly different matter. Although Hong Kong recently opened a Disney Resort, he sees the establishment of a second resort in China as a real possibility. "Someday I imagine that due to the sheer geography of China, a growing economy and population there may be a second destination in China," he said. But not in coming years. "We look with great anticipation to be able to deliver our very special formula and entertainment to all of the markets that can support it," he said.
Rasulo also spoke about how to manage global brands in a "flat world". This is a world "where media is ubiquitously available, and the definition of what is a local market is being eroded by portability, customisation and personalisation," he said.
As one of the world's most global and successful brands, the reason for Disney's success is simple. "The basic principles of global brands come back, not shockingly, to consumer insights," said Rasulo. "If a brand does not speak to consumer need it will not be a global brand. It will simply be a globally distributed local brand." He said companies that have been successful in establishing a global brand speak to universal human values and the need to belong to communities.
Speaking about Walt Disney Parks and Resorts specifically Rasulo said the concept is successful because it fulfils "the desire to have a transformational experience and to feel as if your own personal dreams are coming true".
He also said; "The principles on which we can manage a global brand are anchored in consumer insights. They have universal principles that have to be consistently expressed and speak to universal values. They speak to what we believe are a market of one, that is so basic in its needs and desires, that that market is replicated by four or five billion people all over the world. This is what Disney does."
Rasulo explained that the branding is so consistent and universal that research shows that people all over the world see the Disney brand in the same way, "whether in a living room in Southern China or in California, where they have grown up with Disneyland," he said. He said the words that are consistently used to describe the Disney experience are magical, wonder and imagination, and phrases like: "Where my dreams can come true." "And we have built our brand around this," he said.
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"When deciding on a location, we have to look at the size of economy and the distribution of income. We are a premium tourism product and we need certain characteristics. I don't see the Middle East today as a market that is quite ready for that, but I never say never," he said.
However, India fulfils some of those requirements. He said: "There is a still a fundamental evolution of infrastructure that has to occur so that people can get to a single destination with the footprint that we would like to develop. Today that footprint is not in place." But that will not be the case forever, he added. "If you look at the population and economic realities of India, it is possible one day, but that day is not now."
China is a slightly different matter. Although Hong Kong recently opened a Disney Resort, he sees the establishment of a second resort in China as a real possibility. "Someday I imagine that due to the sheer geography of China, a growing economy and population there may be a second destination in China," he said. But not in coming years. "We look with great anticipation to be able to deliver our very special formula and entertainment to all of the markets that can support it," he said.
Rasulo also spoke about how to manage global brands in a "flat world". This is a world "where media is ubiquitously available, and the definition of what is a local market is being eroded by portability, customisation and personalisation," he said.
As one of the world's most global and successful brands, the reason for Disney's success is simple. "The basic principles of global brands come back, not shockingly, to consumer insights," said Rasulo. "If a brand does not speak to consumer need it will not be a global brand. It will simply be a globally distributed local brand." He said companies that have been successful in establishing a global brand speak to universal human values and the need to belong to communities.
Speaking about Walt Disney Parks and Resorts specifically Rasulo said the concept is successful because it fulfils "the desire to have a transformational experience and to feel as if your own personal dreams are coming true".
He also said; "The principles on which we can manage a global brand are anchored in consumer insights. They have universal principles that have to be consistently expressed and speak to universal values. They speak to what we believe are a market of one, that is so basic in its needs and desires, that that market is replicated by four or five billion people all over the world. This is what Disney does."
Rasulo explained that the branding is so consistent and universal that research shows that people all over the world see the Disney brand in the same way, "whether in a living room in Southern China or in California, where they have grown up with Disneyland," he said. He said the words that are consistently used to describe the Disney experience are magical, wonder and imagination, and phrases like: "Where my dreams can come true." "And we have built our brand around this," he said.
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