Patricia Velasco, KidZania’s marketing and sales global director, provides some suggestions to other attractions opening new locations outside their home country:
- Research: It’s extremely important to conduct an extensive research prior to opening in order to get a deeper understanding of the cultural and social dynamics of a specific country.
- Find the Right Partner: You’ll need a counterpart with the know-how and know-who of that specific market. They can help bring your concept to life while respecting local traditions.
- Collaborate with Local Authorities: In the case of KidZania, this step has been crucial, as with our arrival in Saudi Arabia.
- Keep Your Standards: Ensure that the awesome experience of your brand remains uniform, exciting, and true to your essence in all the locations where you operate.
- Yet, Be Ready to Adapt: It’s vital to make some adjustments so people feel closer to your concept. Avoid trying to impose traditions or activities that might go against local culture.