Andrea Robinson’s world is a big one. As Director, Sales & Marketing, Disney Destinations APAC, she is working with a region that is less a single market than a constellation of them: different travel behaviours, source markets, cultures and Disney fandoms, each with its own rhythm and relationship to the brand.
And with China and Japan now part of her remit, that world has become even bigger.
But for Robinson, the thing that unites it all is surprisingly simple. It is emotion. The shared pull of Disney. The promise of bringing people together. The chance to make a holiday feel not just memorable, but magical.
In this quick-fire Q&A, Robinson talks about what connects Disney fans across APAC, what mature and fast-growing markets can learn from one another, and how the Disney story stays consistent while still feeling local. She also reveals which Disney character would make the best sales strategist, the song that sums up her leadership style and the park snack that still wins her over.
APAC is a huge region with very different travel behaviours, source markets and fandoms. What unites these markets when it comes to Disney Destinations?
What unites our APAC region is the emotional connection people have with Disney. Every market is different, but across all countries there’s a shared desire for experiences that bring people together, create lasting memories and feel truly special. That’s what Disney Destinations do so well. They offer joy, connection and, of course, lasting magical memories, no matter where our guests are from.
With China and Japan now part of your remit, what are you most curious to learn from those teams and markets?
I’m really excited to learn what resonates most deeply with guests in those markets, and how the teams have built such strong local connection while staying true to the brand. China and Japan are both incredibly important, but also very distinct, so I’m looking forward to listening, learning and understanding what makes each market unique.
What can mature Disney markets teach newer or fast-growing ones?
Mature markets show the value of consistency, long-term relationship building and really understanding the guest journey. At the same time, newer and fast-growing markets often bring fresh thinking, speed and new ways to connect with audiences. The real opportunity is sharing those learnings across the region.
How does the team keep the Disney story consistent while still making it relevant to each local market?
It starts with a clear Disney brand story and a strong sense of what should always stay true. From there, we tailor how we bring that story to life in each market, whether that’s through messaging, partnerships or local insights. The heart of the story stays the same, but the way we tell it can be locally relevant.
Which Disney character would be best at sales strategy?
Tiana from The Princess and the Frog. She’s focused, practical, determined and knows how to turn a vision into reality. She leads with both heart and discipline, which is a pretty great combination in sales strategy.
A Disney song that describes your leadership style?
“We’re All in This Together.”
Because the best results come when people feel connected, are clear on the goal and are able to bring their strengths to the table.
Best park snack?
A Mickey-shaped pretzel. It’s a classic for a reason.
But a hot, fresh churro is a very close second.
KARRYON UNPACKS: Disney may be one of the world’s most recognisable brands, but Andrea Robinson’s answers make clear that the real APAC opportunity is not one-size-fits-all magic. It is knowing what should stay unmistakably on brand, while listening closely enough to each market to make the story feel local, personal and worth travelling for.
