2002 - 2003 Annual Report - Tourism Australia

Korea
Korea continued to show growth in visitor arrivals despite the difficult global travel environment.
Australia received a total of 195,800 visitors from Korea in 2002/03, an increase of eight per cent
over the previous year.
The key objectives for this market in 2002/03 were to support group arrivals and increase the focus
on families and mature travellers with new products and destinations; increase high yield incentive travel
and special interest arrivals and dispersal of the backpackers and honeymooners markets; and enhance
product knowledge and quality of distribution channels.
Highlights and activities
• The Australia – You’re Welcome print
campaign, which presents Australia as
a carefree destination with a pristine
natural environment, was designed to
stimulate immediate bookings.The
campaign, which was supported by ten
key travel agents and major carriers
Korean Air, Asiana Airlines and Qantas,
generated 1,496 visitors in June.
• The Feel Free in Australia campaign was
run in conjunction with trade partners
Naas and Hanwha Tourmall using major
daily papers and television.The
campaigns generated 2,789 visitors.
• The Aussie Specialist Program was
launched in Korea this year, with the
full program to be rolled out in
2003/04.The online training program
has been translated into Korean
and will provide agents with a
comprehensive destination and product
training program and reference centre.
Club Oz Korea, an annual two day
training weekend held near Seoul,
attracted over 50 travel agents.
• Over AUD$4.1 million worth of
editorial publicity was generated during
2002/03. 18 print journalists and three
TV crews from Korea were hosted to
Australia by the ATC’s Visiting
Journalists Program.
The Feel Free in Australia
campaign generated 2,789
Korean visitors to Australia.
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