The Walt Disney Company has always been trying to expand the Disney brand experience outside of their theme parks. In the late 1980s and early 1990s, Disney unsuccessfully tried to build different types of theme parks with the unrealized Disney’s America concept and the Port Disney project, which eventually morphed into Tokyo DisneySea. After these missteps and the eventual failure of the DisneyQuest concept, (which eventually lead to the closing of the final location at Walt Disney World), the company smartly changed course. Instead of trying to build Disney around the world, why not take people around the world “the Disney Way?”
The first step of this initiative was Disney’s launch into the cruise business in 1998, with Disney Cruise Line. The executives noticed the success of the cruise division and looked for a way to replicate the model, but somewhere they didn’t have to build multi-million dollar cruise ships. There are iconic places around the world that people want to visit, why can’t Disney take them there. IRL.
That’s how I imagine Adventures By Disney was born. Continue reading “Adventures By Disney: Bringing Disney Magic Around The World”
