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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 briefing 21 november 2006

International Market Briefing21 November 2006

Korea

Mr. Oton Wu

Regional Director, North Asia

market summary figures july 05 june 06
Market Summary – Figures ( July 05 – June 06 )

Source: TRA, International Visitor Survey (Quarter 2006)

market trends
Market Trends
  • Honeymoon segment remains strong
    • New products / regions
  •  FIT
    • Value-added
  •  In-depth / Hi-yield theme tours
    • Sydney & Surrounds
    • Events
    • Activities / Adventures
    • Golf
slide6

Current Market Activities

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

slide8

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
slide9

Current Market Activities

  • Case 3: Credit Card Promotion for FIT
  • Developing co-ops with non-travel industry
slide10

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
slide11

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
slide12

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

aviation updates qantas airways started incheon sydney charter flight
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
future market opportunities
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