Partnerships drive growth in Korea market

The latest Tourism New Zealand drive to convince Korean active considerers to choose New Zealand includes a number of joint venture campaigns with Korean Air and the travel trade.

Coordinated with 14 key travel agent partners in Korea and joint venture partner Auckland Airport, these promotions coincide with the cold Korean Winter targeting quality group tours and free independent travellers.

Over the New Zealand Summer season, Korean Air operates daily flights to New Zealand using the 365 seat Boeing 747-400.

As part of its market development programme with travel trade partners, Tourism New Zealand has been working with Hanatour - one of Korea's leading travel agents. The current Hanatour campaign is promoting travel deals to New Zealand for the six month period to the end of February 2015.

Hanatour is Tourism New Zealand's largest joint venture partner in the market and is the top ranking wholesaler in Korea with more than 2,000 staff. The cover of the Hanatour brochure featured Milford Sound and Hobbiton and this was combined with various in market promotions and consumer events.

Nick Mudge, Tourism New Zealand's Regional Manager for Korea is pleased with the progress of the market development programme. "What we're trying to do is drive bookings via these leading agents and increase the preference for New Zealand from Korea; our third largest market for arrivals from the Asia region," says Nick.

"Our visitor numbers from South Korea have increased 6.1% over the past year to 54,272. Holiday makers from Korea stay an average of 11.7 days and spend NZ$2,900 so this is an important market for New Zealand and it is very pleasing to see it back in growth."

In addition to joint venture campaigns, Tourism New Zealand also provides 100% Pure New Zealand training and product workshops. Behind the scenes, the agents actively develop new itineraries and promote New Zealand holiday products through online and magazine advertising, dedicated brochures, staff training and home-shopping channels.

Our in-market research shows that our visitors from South Korea prefer the gentler, passive activities enjoyed in natural settings. They like to relax and have fun in national parks, on scenic boat cruises and drives, wildlife watching, visiting health spas, going on scenic bush walks or farm visits, trying new cuisine or visiting city attractions such as museums, galleries and historic buildings. This research targets 'Active considerers' which are those people who are not just aware of New Zealand and interested in coming here 'some day'; they already have New Zealand on their list of preferred future holiday destinations.

New Zealand's main competitor destinations within the South Korean market are Switzerland, Canada, Australia, France, USA and Italy.

For more information on the Korea market.