This study analyzes the strategic importance of supplementary services at the Walt Disney Company, highlighting how these services enhance the visitor experience and strengthen the brand. The research emphasizes the fundamental role of cast members, whose performance creates magical moments and spontaneous interactions that delight guests. Additionally, it explores Disney s organizational culture and the use of storytelling in attractions, factors that contribute to the companys competitive differentiation. Through a SWOT analysis, strengths, weaknesses, opportunities, and threats related to supplementary services were identified. The results indicate a need for greater investment in training and in measuring public perception of these services. As a contribution, the study suggests strategies to strengthen Disneys positioning and address industry challenges.