Hong Kong Disneyland has forged an alliance with Visa International to make the credit card the official one of the theme park, a move that both sides believe will attract more visitors to Hong Kong.

The alliance will allow Visa's member banks in Asia Pacific to become part of what might be the largest marketing offensive of the theme park in the region.

"The alliance represents a win-win opportunity for both brands," said Jim Allhusen, vice-president of Visa Asia Pacific. "These initiatives, and their consequent impact on tourism and consumer spending, will offer a boost to Hong Kong's tourist industry and further stimulate the retail sector."

Officiating at a launching ceremony yesterday, Hong Kong Disneyland Managing Director Don Robinson said the alliance would help enhance Hong Kong as a family vacation destination.

According to the theme park's Vice-President (marketing and sales) Roy Hardy, forging close ties with Visa will enable the theme park to reach out to affluent consumers and families across the region through their extensive member bank networks and cardholder base.

"Visa International has a long established track record in facilitating people traveling from one country to another and they've worked extensively with tourism organizations throughout the region," Hardy said. "We will be creating new and innovative marketing programmes to make Hong Kong Disneyland a must-see attraction for the millions of Visa cardholders in the region, thereby contributing to the continued growth of tourism in Hong Kong," he added.

The theme park is scheduled to open in the coming September. In the first year, it expects to attract 5.6 million visitors from the region and the world.

(China Daily HK Edition March 31, 2005)