Disney's Abu Dhabi theme park: Tech, media & telecom implications

Campaign ME

2 days ago

Walt Disney Co.'s plan to open a new theme park in Abu Dhabi signals more than a splashy expansion. It highlights key trends shaping the Technology, Media & Telecom (TMT) sector.
This move combines cutting-edge immersive experiences, a savvy cross-platform IP strategy, robust digital infrastructure, and bold content globalisation. For TMT leaders, Disney's venture offers a case study in leveraging innovation and global reach to delight consumers and drive growth.
Immersive, tech-enabled experiences
Today's consumers crave immersive experiences that blend physical and digital realms. Disney's parks have always been about 'magic,' but now that magic is increasingly tech-powered.
Think augmented reality attractions, interactive apps, and personalisation at scale.
Deloitte's research underscores that experiences are becoming a key differentiator: Deloitte's TMT Predictions 2025 highlighted that new generations 'want value and will pay for greater experiences over material objects'.
Innovations in cloud and telecommunications are enabling augmented consumer experiences with unprecedented efficiency, making it possible for theme park visitors to enjoy personalised content, real-time engagement, and seamless connectivity throughout their visit.
By infusing its Abu Dhabi park with advanced tech (from AI-powered crowd management to AR-enhanced rides), Disney can meet rising visitor expectations for interactive and on-demand entertainment.
Cross-platform IP strategy
Disney's expansion exemplifies a shrewd cross-platform intellectual property (IP) strategy.
Iconic franchises that thrive on screen (from Marvel to Star Wars) are being extended into location-based entertainment, reinforcing fan engagement across multiple touchpoints.
This diversification comes at a pivotal time: Streaming video has fragmented audiences and squeezed margins for studios, while social media and gaming capture ever more consumer attention.
Deloitte's Digital Media Trends 2025 report suggests media companies may need new collaborations to reach global audiences, pairing streamers' franchise content with platforms that have massive reach. In practice, a theme park is another platform for Disney's IP, one that not only generates revenue but also reinforces its content ecosystem.
Disney's Abu Dhabi park underscores how deploying beloved IP in a new format can amplify its cultural resonance and commercial lifespan.
Digital infrastructure fuels the magic
Behind the fairytales and futuristic lands, a modern theme park relies on serious digital infrastructure. From park-wide 5G networks to IoT sensors managing everything from queues to climate control, technology is the unseen hero of guest experience and operations.
Investments in telecom and cloud tech can unlock new business models while delivering enhanced consumer experiences, exactly what a smart theme park requires.
We see parallel trends in sports venues: The global smart stadium market (venues enhanced with advanced connectivity, analytics, and automation) was about $8bn in 2024 and is projected to exceed $38bn by 2033. Disney's Abu Dhabi Park will likely be a showcase of such infrastructure: high-speed connectivity for visitors' devices, data platforms analysing crowd flows, and perhaps AI-driven personalisation (imagine a park app that suggests your next activity with near-magical accuracy).
For telecom providers and tech firms, these parks present partnership opportunities – from powering ultra-reliable networks on-site to co-developing immersive tech solutions. Even Mickey needs bandwidth: delivering a frictionless, connected visit is key to enchantment in the digital age.
Global reach, local relevance
Disney planting its flag in Abu Dhabi exemplifies the globalisation of content and experiences.
Major TMT companies are extending their reach to high-growth regions, but success requires local relevance. A similar dynamic in global sports investments is evident – nearly half of 300+ new stadium projects in 2025 are in North America and Europe, with the rest distributed across other regions as fans worldwide demand innovative experiences.
Likewise, Disney's Middle East foray must cater to regional tastes and cultural context. It's not just about exporting a U.S. park model; it's about adapting the magic. A study on next-gen venues emphasises integrating community culture so that the experience is uniquely localised.
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In Abu Dhabi, this could mean blending Disney's global characters and stories with local themes, Arabic language content, or region-specific attractions to resonate with Middle Eastern audiences. The strategic implication for content creators and media companies is clear: global franchises need local flavour.
By delivering a park experience that feels both authentically Disney and authentically Abu Dhabi, Disney can build strong local engagement while tapping into a broader international tourism draw. This cross-border expansion of IP also reinforces Disney's worldwide brand presence, feeding content demand on its streaming and media platforms in a virtuous cycle.
Key takeaways for TMT leaders
Invest in immersive experiences: Consumers increasingly prioritise interactive, immersive entertainment. TMT players should explore technologies (AR/VR, gaming, live events) that turn passive audiences into active participants.
Consumers increasingly prioritise interactive, immersive entertainment. TMT players should explore technologies (AR/VR, gaming, live events) that turn passive audiences into active participants. Leverage IP across channels: A diversified strategy that extends content IP into new platforms (physical parks, games, social media) can deepen engagement and create new revenue streams. The ability to operate multiple business lines around strong franchises is a competitive advantage.
A diversified strategy that extends content IP into new platforms (physical parks, games, social media) can deepen engagement and create new revenue streams. The ability to operate multiple business lines around strong franchises is a competitive advantage. Build robust digital infrastructure: Whether it's a theme park or a stadium, advanced connectivity and data capabilities are the backbone of modern experiences. Partnerships in 5G, cloud, and IoT can enable the seamless, personalised services that today's consumers expect.
Whether it's a theme park or a stadium, advanced connectivity and data capabilities are the backbone of modern experiences. Partnerships in 5G, cloud, and IoT can enable the seamless, personalised services that today's consumers expect. Think globally, act locally: As you expand into new markets, adapt your content and experiences to local cultures and preferences. Global scale is vital, but localization can make the difference in user adoption and community impact.
Disney's Abu Dhabi theme park illustrates how TMT trends converge: immersive tech, cross-platform content, infrastructure innovation, and global strategy all interlink to create a next-generation consumer experience.
Industry leaders should take note; the companies that master this blend of technology and storytelling, on a worldwide stage, will be best positioned to attract audiences and partners in 2025 and beyond.
By: Allan Roenn, Partner – Technology, Media & Telecommunications, Deloitte Middle East.