Hong Kong Disneyland, one of two local theme parks, was opened
to the public in 2005. It aims to drive more business from the regions, ranging
from Southeast Asia to the whole world. In the park, every Guest becomes one of
the participants involving in the part of exciting Disney adventure which
foster them of experiencing the happiest moments with cast members. Until now,
the park attracts more than 5.4 million visitors on average each year and
turned a net profit of 109 million for the year ended in 2012.
Since the opening, Hong Kong Disneyland has kept updating their original natural amenities based on its internal operational capital and marketing strategy. With continuously expansion and improvement, Hong Kong Disneyland even turned into the most visited theme park in the world in 2013. In order to gain more market share, the park decides to carry out two globally unique events which are Disney's Paint the Night Parade and The Iron Man Experience before 2016. As they are the first events appeared in the world, therefore, it is believed that Hong Kong Disneyland would be more competitive and attractive to Guest in the long term.
In addition to its
strategy to grow the business, HKDL remains committed to contributing to Hong
Kong and the communities HKDL serves. This past year, HKDL welcomed over
100,000 underprivileged community members to visit the park; contributed close
to 8,500 hours of skills and services through its Disney VoluntEARS programme,
directly reaching 130,000 recipients; and in collaboration with the Agency of
Volunteers Services, HKDL inspired 480,000 hours of volunteer service in the
community through “Give a Day. Get a Disney Day.” Other highlights in fiscal
2013 include:
Realizing the potential of local students:
Realizing the potential of local students:
Placed more than 300 internships from local
higher educational institutions, including universities and the Hong Kong
Institute of Vocational Education, throughout the year to promote talent for
the tourism industry; and supported the Education Bureau’s Committee on
Home-School Co-operation by creating the “I Did It!” award that recognizes one
student at each primary school class across Hong Kong who had made the most
improvement over the school year.
Promoting creativity and family-bonding through play:
Introduced the third cycle of Disney ImagiNations Hong Kong, a theme park design competition to nurture design, engineering and architecture talents for the industry; partnered with the local non-profit organisation Playright Children’s Play Association, resulting in over 120 specifically-trained VoluntEARS visiting hospital pediatric wards across Hong Kong to help children and their families better manage illness; and introduced the first Community Built Playground in Hong Kong, involving 1,500 family participants using natural materials and their imaginations to create temporary playgrounds at Inspiration Lake on Lantau Island.
Connecting kids to nature:
Through “Adopt-a-Garden”, a programme in partnership with Jane Goodall’s Roots & Shoots, our VoluntEARS developed organic gardens at four schools, including two special schools, one village school and one school focused on educating ethnic minority students.
Fostering
diversity and inclusion:
Increased the number of participants in the Apprentice
Programme for People with Disabilities by 50% from fiscal 2012, bringing the
total number of disabled individuals employed during the fiscal year to more
than 100. HKDL’s apprenticeship programme, which was developed in 2007 in
partnership with the Labour Department, Social Welfare Department, the Hong
Kong Council of Social Service and 22 non-government organisations, supports
the employment of the disabled community by providing structured classroom and
on-the-job training. During the year, HKDL also participated in the Government’s
Talent-Wise Employment Scheme.
Since opening, HKDL has received 271 awards in
recognition of its design, technical achievements, and distinctive guest service, commitment to the community and environment
and high family appeal. HKDL received a total of 61 awards in fiscal 2013, including
Best Theme Attraction at the 24th Annual TTG Travel Awards, the Pacific Asia
Travel Association Gold Award 2013 in the Marketing Industry category, the Best
Theme Park of the Year from China Travel and Meetings Industry Awards, the 4th
Asia’s Best Employer Brand Award presented by Employer Branding Institute, and
the 2013 Randstad Award for Best Workplace Culture in Hong Kong.
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