What is KidZania

The role of tour operators (TOs) and travel agents (TAs) are putting together transport, events, attractions, accommodation and food / drink into a package and are then selling them to customers. The authors introduce in this chapter a new marketing strategy for TOs and TAs, as there is fierce competition in the retail environment. The approach offers an alternative to the existing marketing and distribution channel in the industry. The KidZania concept in itself is very strong from a marketing point of view due to its high capacity to convince customers. Also, with KidZania, TOs and TAs have an opportunity to ‘breed' ethical tourists, that is to say, tourists that respect their host, their environment, and culture. That said, the KidZania model could be said to be a form of manipulation of emotions, by pushing the children to behave and consume the way we would like them to.