Tourism New Zealand is currently focused on growing the Free
Independent Travel (FIT) and luxury travel sectors of the South
Korean market. We continue to work closely with travel sellers to
improve knowledge of New Zealand and build product capability, as
well as on targeted promotional activity.
Recent activity:
- Tourism New Zealand ran a promotion in Korea during May and
June 2010 in conjunction with Auckland International Airport. The
campaign aimed to increase preference for travel to New Zealand and
encouraged South Koreans to plan quality New Zealand holidays.
Activity was centered around four themes - nature, activities,
culture and film experiences. Nine travel seller partners (group
and FIT) developed products around these themes and promoted them
on their own websites.
- High-end product buyers and frontline retail agents from Korea
will visit New Zealand between April and July as part of Tourism
New Zealand's trade familiarisation
programme.
- Tourism New Zealand undertook training with 35 travel agents in
March 2010. New Zealand tourism operator Southern Discoveries
joined the training.
- Tourism New Zealand's second promotion with FIT travel agents
was successful in generating bookings during March and April 2010.
The first promotion ran late last year, driving bookings for
December and January.
- Joint promotional activity run recently with Korean Air and
Asiana Airlines resulted in close to 600 mono- and dual-destination
bookings.
- Korean Air filmed advertising in New Zealand in
December/January, with support from Tourism New Zealand. The
television commercial will be aired in August, highlighting
landscapes, culture and adrenalin activities.
- Travel magazine OFF visited New Zealand in late April
as part of Tourism New Zealand's international media programme.
Christchurch and Canterbury region will be covered on over 100
pages in the May edition.
- Korea's KBS Live Today (audience 1.95 million) visited
New Zealand in March to film for a television programme with a
focus on backpacker travel. Four episodes will screen in May,
featuring New Zealand nature and Māori culture.
- Travel magazine Tour de Monde visited New Zealand in
late February as part of Tourism New Zealand's international media
programme. Nature and cultural focused stories were expected to
appear in the April edition of the publication.