Ever since Walt Disney opened Disneyland in 1955, Walt Disney Co. has rarely strayed from his original vision of what a theme park should be. But at a top-secret development unit these days, the company is plotting a new spurt of theme park expansion that goes well beyond its traditional model of luring people to Disney resorts in Florida or California, the Wall Street Journal reports.

Disney is hatching plans to take its theme-park experience to the masses, rather than the other way around. Instead of building more big parks, the company is sketching out a string of niche resorts and attractions around the world. That could include such things as stand-alone, Disney themed hotels in cities and beach resorts, Disney branded retail and dining districts, and smaller, more specialized parks.

In the near term, the company is using the Disney name to expand in other areas of the travel business. For example, it is ramping up an operation called “Adventures by Disney,” in which travelers pay for guided Disney tours to popular destinations including Italy and Ireland. The company also plans to build its presence in time-share vacation homes in places like the Caribbean. And it is bulking up its popular cruise line, with more Disney ships in the cards.

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