International market briefing 21 november 2006
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International Market Briefing 21 November 2006. Korea Mr. Oton Wu Regional Director, North Asia. Market Summary – Figures ( July 05 – June 06 ). Source: TRA, International Visitor Survey (Quarter 2006). Market Summary – Key Trends in Korea. Market Summary – Key Trends in Korea.

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International Market Briefing21 November 2006

Korea

Mr. Oton Wu

Regional Director, North Asia


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Market Summary – Figures ( July 05 – June 06 )

Source: TRA, International Visitor Survey (Quarter 2006)




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Market Trends

  • Honeymoon segment remains strong

    • New products / regions

  •  FIT

    • Value-added

  •  In-depth / Hi-yield theme tours

    • Sydney & Surrounds

    • Events

    • Activities / Adventures

    • Golf


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Current Market Activities

Case 1: Northern Rivers (Tweed & Byron Bay) Promotion



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Current Market Activities

  • Case 2: Honeymoon Brochure with TA

  • Created FOC opportunities for NSW hotel / resort operators to promote their facilities for honeymoon couples

  • The Brochure is distributed at the largest wedding expo in Korea, Weddex in Aug 06 supported with tour packages launched by travel agents

  • Apart from hotels in Sydney, there are hotels in regions being featured which include Peppers Fairmont Resort, Outrigger Ettalong Beach Resort, Crowne Plaza Terrigal, Lilianfels Blue Mountains Reosrt & Spa, etc

  • Quick response from operators


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Current Market Activities

  • Case 3: Credit Card Promotion for FIT

  • Developing co-ops with non-travel industry


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Current Market Activities

  • Case 4: Production of FIT Guidebooks

  • Sydney Travel Book inserted with InStyle Magazine (70,00 copies with May 05 Issue)

  • 10,000 reprinted version for agents training and consumers via TA Office


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Current Market Activities

  • Case 4: Production of FIT Guidebooks

  • Sydney Transportation Guidebook focusing on transportation around Sydney & Surrounds up to Tweed & Byron Bay regions with folded maps


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Current Market Activities

Case 5: Leverage opportunities for online promotions

Jun–Jul 2005

FIT promotion with Korea’s 3rd largest portal Nate.com

 Pageview: 289,109,283

Jul 2005

Consumer game with Korea’s online shopping master Wizwid.com

 Members: 1,400,000

Mar – May 06

Sydney Royal Easter Show Promotion with Korea’s #1 portal Daum.net

 Media Coverage: AU$161,714


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Aviation UpdatesQantas Airways started Incheon-Sydney charter flight

  •  Charter flights to Cairns and Melbourne with big money injected from respective state

  • Qantas will have charter flights servicing between Seoul and Sydney during the peak travel season from 2 to 28 Jan 06, 3 times a week

  • Korean Air has increased its Brisbane service to 5 times a week

  • Asiana & Korean Air announced they would not provide FOC tickets for famil or workshop for any NTO


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Future Market Opportunities

  • Sydney Royal Easter Promotion

    • Value-added offers / benefits for inclusion in the product packages

  • ASP Famil 2007

    • March / April

  • VJP – Reality TV Shooting (TBC)

  • Media Famil – Honeymoon Focus

    • Feb / Apr 2007


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