How Disney World Transformed into the Dream Destination

By: A.S. Thiollier

Disney: the happiest place on Earth. With six parks, thirty-two resorts, a campground, over 200 dining locations, and hundreds of shows, rides and other attractions, Disney World certainly stands out. And it is certainly not all for nothing: the success of the park precedes the famed name. But why is this? What is the science behind the fairy dust that transformed the Magic Kingdom into the most visited theme park in the world?

Chances are that you have already been or will one day also find yourself immersed in the magical experiences Disney World has to offer - after all, over 50 million others do every year. On a daily basis, the park is estimated to revenue a monumental $36 million, and all these numbers seem to be constantly on the rise.

As Brazilians, we exercise a quite significant role in the park’s success. If you and two friends of yours are traveling to the US, there is a probability that at least one of the three are setting sights and plotting charters for the Mickey Mouse capital. In 2021 alone, we accounted for 20% of arrivals to Orlando: that was during the pandemic.

With success, popularity, and only growth in recent years, the Walt Disney Company is certainly doing something right. So, what is the recipe to the potion or spell that they have cast on the world, and more specifically, on Brazil?

In the early 1960’s, the sleepy, slow town of Orlando saw and speculated on a mystery entity purchasing millions of dollars’ worth of farmland, before Uncle Walt announced his magical plans for the area. A lot of Disney World’s early success can be attributed to the already prevalent renowned fame of the franchise, and of Disney’s first park, Disneyland, situated in LA. Due to this prior fame, restaurants and hotel chains raced for real estate in the former citrus-growing town even before the opening of the park. After only 2 years upon opening in 1971, more than 20 million visitors were welcomed in. The continued and increasing success of the park caused and benefited even more people, due to the opening of other parks and the reallocation of firms to the area. By constantly growing, renovating and expanding – to this day – Disney World continued relevant and interesting both to new and recurring customers.

A unique and immensely important strategy employed in the modern day is the constant maintenance of the ‘magic’. Whether it is the unending background music that never ceases to follow guests around at the parks, the Disney Cast Members with unending patience and smiles, the never-littered walkways, the apparent lack of misconduct carefully maintained by cameras recording everywhere in search of the smallest sign of an issue, or a mixture of all of these, the parks are perfected to the point of being truly almost magic. Popcorn smells are even diffused into the air from “Smellitzer” machines to enhance immersion. In these ways, Disney creates an experience impossible to equal in any other setting. Guests truly see Mickey’s homeland as ‘happier’ than other places.

Finally, Brazil has a unique bond with Uncle Walt originating from none other than the Second World War. With fascist ideas on the rise in Europe, Walt Disney was sent to Brazil in 1941 in support of the US government’s “Good Neighbor” policy. This initiative aimed to create positive relations with Latin America, thus promoting democracy and diminishing the influences of European governments. When in Brazil, Disney submerged himself into the local culture and took inspiration for characters like ‘Zé Carioca’ and Latin American cultural norms he integrated into future films, such as ‘Saludos Amigos’, made in 1942. Years later, with long records of Brazilian visits to the park, it is clear that Disney is reaping the success of these political campaigns.
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In all, the world-famous Disney World gained its success for several reasons. From the anticipation of previous fans to the constant drive for innovation, Disney has maintained and grown substantially over the years. The magical feel enraptures frequent visitors and attracts potential new ones. International campaigns create positive connections with other cultures, attracting visitors from all over the world. Even if you don’t believe Disney is really the ‘happiest place on Earth’, marketing and strategy has certainly have earned it that title.