Market OverviewANNUAL LEAVE 10 days and one day per year of service, up to 20 days

TOURISM TASMANIA PRESENCEServiced from office in Tokyo – 1 staff member

TOURISM AUSTRALIA PRESENCEOffice in Seoul – 7 staff members

KEY CONSUMER BOOKING PERIOD FOR TASMANIAApproximately two months prior to summer (Dec-Feb) and autumn (March-May)

AVERAGE BOOKING LEAD TIMEPackage: 1-2 months prior to travel Special interest package: 3 months plus prior to travel

PEAK TRAVEL PERIODS FOR TASMANIASummer (December to February)Autumn (March to May)

MOST POPULAR OUTBOUND DESTINATIONS • Greater China• Japan• USA ( inc. Hawaii and Guam) • South East Asia

TASMANIA’ S MAJOR COMPETITORS • New Zealand • Canada/USA• Nepal• Japan

KoreaPopulation 48,600,000 (2009)

Currency Korean Won (KRW)

GDP Growth Forecast to 2011 2009 2.2%2010 5.9%2011 4.5%

Language/sKorean

I NTE R N AT I O N A L M A R K E T B LU E PR I NT

SEOULKangnung

P’ohang

Andong

Wonju

BusanMasan

Taegu

YosuMokp’o

Kwangju

Chonju

Kunsan

SuwanInch’on

Key Tasmanian Figures (YE December 2010)

Market share of Korean visitors to Australia (%)

1.6

Visitors 3,100

Nights 172,800

Expenditure np

Average length of stay (nights)

55.7

Forecast visitors to Australia 2016

255,000 visitors

*np: not published due to data reliability

PopulationMajor Market Centres

Seoul 10,010,700

Busan 2,822,300

Source: Korea Statistical Information Service (http://www.kosis.kr/)

tourismtasmania.com.au

Key Trends • The Korean economy rebounded in 2010 after

a few slow years.

• The Korean Won has depreciated against the Australian Dollar. Since its peak in March 2006, the Won has depreciated by approximately 30% compared to the Australian Dollar.

• Relatively high awareness of Australia as a destination while Tasmania is considered a new destination in Australia.

• The numbers to Australia and Tasmania have started to move back into positive growth after the full effects of N1H1 and the economic slow down.

• The number of Korean working holiday makers and students are increasing.

• Air access to Australia has improved with Korean Air commencing services to Melbourne and increasing capacity into Sydney.

• The major wholesalers, in general, have seen a shift by consumers to FIT (fully independent travel) and booking direct/online as opposed to the traditional group tour.

• The number of FIT (fully independent travellers) looking to self drive/campervan around Tasmania is a growing trend, as are wildlife and eco tours.

ContactRegional Manager : Adam Pike 3-32-4, B-201 Fleurage Asumigaoka Higashi, Midori-kuChiba-shi, Chiba 267-0067Tel: +81 43 205 2285 Email: Adam.Pike@tourism.tas.gov.au

Key Strategic Priorities • Focus on the key trade partners (traditional

and online) to develop tour programs that match and appeal to the core segments of SIT (special interest travellers) and FIT (fully independent travellers).

• Increase awareness of the key brand values and key drivers for Tasmania in Korea such as wildlife, World Heritage, nature, clean air and water, quality food and wine.

• Work with consumer media that reach the target segments such as FIT (fully independent travel) magazine publications, guide books, walking associations, national TV shows focused on travel and online promotions.

• Utilise the exposure and reach of our “Friend of Tasmania” – Mr Masaaki Aihara for promotional events in Korea with Pentax Korea, talkshows, media interviews, exhibitions and with trade partners.

• Introduce new products and activities suited to the Korean market and the core segments.

• Increase the number of nights and expenditure from the core segments.

• Continue to promote the “Best Season” for Tasmania during autumn with tours focused around food, autumn colours and walks with trade partners.

• Work with Tourism Australia to leverage the campaigns and promotions in market for Tasmania and in joint promotions with other STO’s (State Tourism Organisations).

• Continue to work with key airline partners so Tasmania is included in online airfares.

Social Media • Individual blogs using Naver

• Cyword

• Me2day

• Twitter

Major Online Travel Providers • Webtour

• Interpark

• Onlinetravel

Key Cities/ Regions to be Targeted• Greater Seoul

Key Destinations & Experiences• Cradle Mountain • Walking and hiking • Wildlife – in natural settings

and parks

Experience Seeker Profiles Targeted• Adventure Seekers • Family Focus • Comfort Tourists • Functional Travellers

(www.tourism.australia.com)

Opportunity Destinations & Experiences• East Coast • North West Coast

Key Tasmanian Attributes & Appeals to be Marketed• Natural and Historical World Heritage

Sites • Cradle Mountain and Mount Field • Port Arthur • Wineglass Bay • Self drive / campervan • Wineries and produce outlets• Flora and fauna - penguins, Tasmanian

devils, wombats, wildflowers• Salamanca Market• Eco tours• Walking and hiking • Clean air and water

0

5

10

15

20

25

30

35

40

Media/PR

Consumer

Trade

Digital

% Media/PRConsumerTradeDigital

International Market Focus Percentage of effort (time and money) spent on International Marketing Pillars

Key Partners AIRLINES• Qantas /Asiana• Korean Air • Cathay Pacific • Singapore Airlines

WHOLESALERS FOR TASMANIA• Hana Tour • Mode Tour • Lotte/JTB

NICHE WHOLESALERS FOR TASMANIA • Hanjin – premium package tours through

Korean Air holiday branch• Blue Travel – FIT (fully independent travel)• IOS Travel – FIT • Hyecho – hiking tour company • Green Tour – hiking tour company • Himalayan Tour Company

– hiking tour company • Naeil Tour – FIT/working holiday • Webtour – FIT online • Onlinetravel - FIT online • Interpark - FIT online

AirpassNo airpass with Qantas currently in Korea (2010).

tourismtasmania.com.au