Market Overview
South Korea is New Zealand's seventh largest market in terms of
visitor numbers and our seventh largest source of
expenditure.
South Korean visitor arrivals have been continuously improving
since December 2009 however the earthquakes in Christchurch and
Japan earlier in the year have seen arrivals slump in recent
months. Ash cloud disruption from Chile's volcano has also led some
Koreans to either delay their travel or shift their destination
altogether.
As of mid 2011 the market has slowly stabilized with visitor
growth reported in short haul destinations from Korea. During the
Korean summer school holidays in July and August, international
departures traditionally rise.
The average expenditure of South Korean visitors has increased by
11 percent to NZD 225 million in the year to June 2011. Expenditure
of those who are travelling on holiday is up by 20 per cent.
Tourism New Zealand is looking to take advantage of opportunities
in South Korea as it continues to grow. Our current focus is
working with the South Korean travel trade to develop high end
luxury and free independent travel. These sectors match well with
what New Zealand can offer South Korean holidaymakers and will help
build profitability from this market.
Fifty-one per cent of South Korean visitors combine a trip to New
Zealand with another destination and when in New Zealand, more than
a quarter visit a region outside the main centres. The majority
(more than 70 per cent) travel to New Zealand on pre-arranged group
or semi-structured tour package organized by tour companies based
in South Korea.