While arrivals have seen marked swings since 2007, South Korea remains a source of highly valuable tourism and value indicators are improving. Korean Air operates up to daily direct flights placing greater focus on the Korean market as a source market.
Tourism New Zealand is working with South Korea's travel trade to develop greater focus on mono-destination travel, in particular targeting the quality group, Free Independent Traveller (FIT) and premium travel segments. These sectors have been identified as having considerable potential to help build profitability in the South Korean market and they align well with what New Zealand can offer holidaymakers.
Growth will be achieved through integrated conversion campaigns including a core joint venture programme with Korean Air, new 100% Pure New Zealand content focussed on growing preference for premium and spring/autumn travel, supporting TV broadcast and other PR opportunities to leverage growing interest in New Zealand, continued investment with tier one trade partners to support premium and spring/autumn season tours and broadening the trade programme to support FIT segment development.