Korea Tourism Organization celebrates increased arrivals

On Tuesday evening, 65 Canadian travel partners gathered for the Korea Tourism Organization’s year-end celebration. Over drinks and a buffet dinner, guests heard about how the year has been for tourism in Korea and what new highlights to expect for the year to come.

“We’ve done very well for 2014,” said Randy Snape, marketing manager, Korea Tourism Organization. “This is all thanks to you.”

Snape said that 40 per cent of tourists returned to Korea. “This means if you booked someone to Korea, they are likely to return to you for that same booking,” said Snape.

In 2013, Korea saw 12.1 million in arrivals to this destination. In the first half of 2014, Korea reported an increase of 18.5 per cent. For 2014, it is estimated that the number will net out to be around 13 million tourists, said Snape.

“If you look at Korea’s numbers since 2007, that number continues to rise and rise,” said Snape.  “It is climbing consistently.”

Snape said Asia is a growing market for tourists and Canadians in particular: “Our estimate is 9.6 per cent growth in the Canadian market over the same period in 2013. This year has been a phenomenal year for Canadian arrivals in Korea.”

Snape talked about Korea’s new brand slogan, which the Korea Tourism Organization launched this summer - “Imagine Your Korea.”

“A destination usually has one or two words associated with it,” said Snape. “But what is Korea?” As guests offered suggestions, Snape said, “There are so many ways you can define your Korea. That’s why we’ve created a new brand video.” This new brand video offered suggestions of Korea as an opportunity to experience “skiing at 2 am,” “a stadium BBQ,” “a K-POP hologram show,” “eating spicy Korean food,” “drinking soju like a Korean” and “wakeboarding in the city.”  

“We are trying to establish what is different, now and in the years to come,” said Snape. “We tried some new ideas in 2014. Some worked; some did not. The idea is that each experience in Korea is completely different and we want to encourage you to try new things when it comes to Korea, as one particular word or sentence does not describe this destination. There’s so much to do.”

Snape said the the Korea Tourism Organization wants to work with agents and operators on any new ideas they may have to promote Korea.

Snape then touched on what to keep in mind for promoting Korea in 2015: “Remember stopovers -- they are key. They have been so successful this year. If you can’t sell your client on stopovers, remember this -- free transit tours. They are valid until the end of 2015.”

As for what is new in Korea, Snape mentioned the Dongdaemun Design Plaza, hologram concerts (for genres including hip-hop), Skin Anniversary (for cosmetic, beauty and health tourism), the Lotte World Tower (the tallest building in Korea, soon to be completed), the largest Taekwondo training centre in Korea and Petite France.

The evening ended with entertainment and a prize draw.

For more information, visit www.visitkorea.or.kr.

PHOTO: Of the KTO: Doojo Kim, director; Randy Snape, marketing manager.