Building the corporate and incentive market in South Korea

Tourism New Zealand has undertaken a series of initiatives in South Korea to position New Zealand as a preferred conference and incentives destination.

To drive awareness of the a range of locations, facilities and activities New Zealand has on offer for incentive travel a recent famil trip was organised for selected incentive agencies to experience the offering first-hand.

The overarching goal was to convert some of this interest into confirmed trips for the year ahead. Feedback from the trip was positive with many considering New Zealand as a potential destination in the year ahead.

The recent famil follows an industry function in late 2012, coordinated with Ministry of Foreign Affairs (MFAT) and held at the New Zealand Ambassador's residence in Seoul.

The event targeted 20 corporate customers nominated by Korean Air and aimed to showcase the locations and activities New Zealand offers as destination for corporate and incentive travel.

The function was timed ahead of Korean Air's announcement of its return to daily services for the coming high season to leverage interest in NZ and show support for Korean Air.

Tourism New Zealand's work in the incentives space supports its core goal in South Korea to develop a greater focus on mono-destination travel. Activity specifically targets the high-end luxury, and independent travel markets, due to the considerable potential they present to help build profitability in the South Korean market.

Read more about the South Korea market.