igto seoul 2010-2011 igto seoul 2010-2011. population: 50 million (2010, june) seoul: 10 million...
TRANSCRIPT
IGTO Seoul 2010-2011IGTO Seoul 2010-2011
Population: 50 Million (2010, June)• Seoul: 10 Million• Gyounggi Do (largest province surrounding Seoul): 11 Million• Busan: 3.5 Million• Daegu: 2.5 Million
Religions• Christians: 13.7 Million (28% of the population; Protestant: 8.6
Million; Catholic: 5.1 Million)• Buddhists: 10.7 Million• Other Minor Religions: 0.5 Million• Without Religions: 21.9 Million (Statistics by Korean National Statistical Office, 2005)
IGTO Seoul 2
Background of KoreaBackground of Korea
IGTO Seoul 3
Protestant Catholic Total %
Gyeonggido2,260,594 1,286,104
4,455,974 32%Incheon
563,433 345,843
Seoul2,222,831 1,382,264 3,605,095 26%
Gyeongsangdo559,075 362,789
2,210,251 16%
Busan364,592 261,410
Daegu255,593 240,230
Ulsan99,571 66,991
Jeonrado863,637 360,292
1,686,600 12%Gwangju
278,884 183,787
Chungcheongdo587,278 314,870
1,351,345 10%Daejeon
295,330 153,867
Gangwon227,437 132,936 360,373 3%
Jejudo38,183 54,764 92,947 1%
Total 8,616,438 5,146,147 13,762,585 100%
Christians by Province (do) & City
IGTO Seoul 4
Korean Outbound TourismKorean Outbound Tourism13,324,99
711,996,09
4
IMF
12,488,364
Increasing in general. Decrease in 2008 -2009 due to increase of dollar
exchange rate and global economic crisis. 2011: 12.5M in spite of disasters & economic slump.
IGTO Seoul 5
Korean Outbound Tourism Korean Outbound Tourism by Continentby Continent
(Statistics by Korea Tourism Organization, 2005)
Asia > Americas > Europe > Oceania > Middle East> Africa
Koreans usually get short holidays from company: 3-7 days. Good weather is an important factor to decide a tour. Important to eat Korean food during tour. Way of package purchase: offline agents 80%, online 20% Most of Korean groups have a Korean tour conductor from Korea because
of language problem. Usually choose short destinations in Asia for rest and leisure (one country)
and long destinations for tour (3-6 countries at once; visiting tourist sites, historical sites, unique nature).
Package groups for long destinations usually visit in the order of Western Europe – North America – Eastern Europe & Mediterranean countries – Northern Europe – Middle East (Pilgrimage is exceptional of this order) – South America.
IGTO Seoul 6
Koreans’ Travel PatternKoreans’ Travel Pattern
Food Korean Tourists bring to tour: gim (seaweed), gimchi, pepper paste, stir-fried anchovies, cup-ramyen, etc.
Food Korean tourists are served in Korean restaurants during tour: Jabchae, Bulgogi, gimchijigae, bibimbab, etc. (twice on average for 7 days of tour)
Korean FoodKorean Food
IGTO Seoul 7
Korean agents mostly work with Korean land operators, either working independently or working with local agents, due to language, time difference, food, etc.
Big wholesalers have branch offices abroad: e.g., Hana Tour in London and LA; Mode Tour in London and Paris. In the countries where they have no branch office, they work with Korean operators registered in the country where they work.
Korean Agents’ Working System Korean Agents’ Working System for Land Handlingfor Land Handling
IGTO Seoul 8
IGTO Seoul 9
Korean Tourists to IsraelKorean Tourists to Israel
IMF
Full Gospel
Korean market is growing in general but sensitive to economical & security factors, e.g.,
In 2009: increase of dollar exchange rate (up to 1,600KRW/USD), global economic crisis and Gaza incident.
In 2011: incidents in the Middle East. Many groups were cancelled/postponed or changed destinations to Greece/Turkey. 32,000 visitors expected.
High & Low Season:• Highest Season: Jan.-Feb. (school winter vacation), more than
30% of traffic concentrated.• Low Season: July-Aug. (hot weather in Israel) • Lowest Season: Nov.-Dec. (end of year, Christmas)
Major Targets:• Christians from age group of 50-65 with a middle-high socio-
economic status consisting of the most of the pilgrimage groups.• Christian seminary students steadily visit Israel as a part of their
curriculum.
IGTO Seoul 10
Koreans’ Pilgrimage PatternKoreans’ Pilgrimage Pattern
Major Pilgrimage Routes:• “Exodus Route”: most typical pilgrimage covering 3 countries of
Egypt/Jordan/Israel (3~4 nights in Israel). • “Paulos Route”: Greece/Turkey.
Since the resumption of the direct flight of Korean Air in 2008 (3 times/week), number of trip for “Israel Only” is growing and number of Catholic groups visiting Israel has grown too.
Protestant and Catholic groups (7:3): using different terms and different pronunciation of place names in the Bible. Mostly, protestant operators & guides for Protestant groups and Catholic operators & guides for Catholic groups.
IGTO Seoul 11
Cruise pilgrimage is getting popular for large groups of 200pax or more with cooperation between agents and Christian TV stations because of convenience of lodging and organizing assemblies. (about 600pax in 2011; Seoul Travel & CTS TV, Jau Tour & CBS TV, Santa Cruise and CBS Tour planning large groups of 200-500pax for 2012 Easter.)
Israel for general tour: Some wholesalers sell Middle East packages including Israel to new
destination seekers. Hana Tour, No. 1 wholesaler, started to sell Israel/Jordan for general
tour with ad in Hanatour.com, road show for retailers & sales people, plan to prepare DVD & brochure for general tour.
IGTO Seoul 12
Korean agents work with Korean land operators in Israel as they do for other destinations.
Most Korean tour guides are students with a student visa for limited period.
Two biggest wholesalers work with Christian agents by outsourcing: Hana Tour (No. 1; 1,100 Hana Tour only sales agencies / 7,000 sales agencies selling Hana Tour products) with Koryo Travel Service since 2009; Mode Tour (No. 2; 700 / 4,300) with Jongryonamu Tour since 2011.
Korean Agents’ Working System Korean Agents’ Working System for Pilgrimagefor Pilgrimage
IGTO Seoul 13
MARKETING ACTIVITIES 2010-MARKETING ACTIVITIES 2010-20112011
IGTO Seoul
3~4 times/year in major cities Lectures by Israel Specialists Contents of Lectures: Israel geography, modern society & culture,
archeology, etc. Welcome Speech by Israel Ambassador Participants: 200~250 church leaders 10 Major Agents’ Promotion at Lobby Lucky Draw Good responses from both agents and church leaders. Best way to connect agents with pastors. Sending E-mail newsletter 2-3 times/month.
IGTO Seoul 15
Israel Seminars for Church LeadersIsrael Seminars for Church Leaders
IGTO Seoul 16
Pictures from Israel SeminarsPictures from Israel Seminars
Lecture: “Israel Society & Culture”
Participants: about 100 (85 new & existing agents, media)
Lucky draw
Agents need rich information of Israel, because pastors know a lot of Israel & the Bible.
IGTO Seoul 17
Agent Seminar “Israel Study Day”Agent Seminar “Israel Study Day”
2010 Nov. – 2011 Feb.
Media:• Christian Newspapers• Christian Magazines• Professional Newspapers• Christian Websites
Good way to expose Israel as a tourist destination and help the agents get more inquiry calls.
In 2012 new creative – investment of 1 million shekel
IGTO Seoul 18
Ad CampaignAd Campaign
KOTFA Travel Fairs B2C: 4 times/year in major cities Hana Tour Travel Convention B2c & B2B
IGTO Seoul 19
Travel FairsTravel Fairs
Mud Mask Event: • Twice per day: • Number of participants: about
80~100 Vote for wish destination in
Israel:• “Where do you want to visit
most in Israel?”• Jerusalem, Dead Sea > Galilee,
Tel-Aviv
IGTO Seoul 20
Israel Booth in Travel FairsIsrael Booth in Travel Fairs
2010, journalists from protestant denominational newspapers
2010, Study Tour for pastors, 50 groups (1,500pax), bus & guide provided
2011, delegation of Sarang Church including the senior pastor
2010-2011, PBC Catholic TV 2010-2011, Israel Tourism Convention, new tour agents &
journalists
HostingHosting
IGTO Seoul 21
IGTO Seoul 22
FacebookFacebook www.facebook.com/goisrael.krwww.facebook.com/goisrael.kr
IGTO Seoul 23
Monthly Quiz Monthly Quiz CornerCorner: : www.goisrael.krwww.goisrael.kr
4-5 simple questions about Israel with gifts.
Announcement by email & facebook.
MARKETING PLAN 2012 MARKETING PLAN 2012
IGTO Seoul
Outbound tourism of Korea: Growth up to the highest level of 2007 (13M) is expected due to the steadily increasing outbound market (expected rate of economic growth: 3.8%).
But it is told that general election (April), presidential election (Dec.) and the European economic crisis can affect the tourism market negatively.
Pilgrimage market: About 20% of growth is expected compared to 2010, unless other serious incidents occur in the region.
IGTO Seoul 25
Forecast about Tourism Movement Forecast about Tourism Movement in 2012in 2012
IGTO Seoul 26
Focus of the Marketing Activities 2012Focus of the Marketing Activities 2012Existing Activities: Israel Seminars for Church Leaders Agent Seminars: Israel Movie Evening, Israel Study Day Travel Fairs Joint Promotion Agreements Media FAM Agent FAM New Ad Campaign with Special Korean Creative for the First Time Online Promotion (website & facebook)
New Activities (tentative): Hosting of a Movie Star Mailing of Newsletter in Korean to churches (every two months) Preparation of a New Brochure(s) in Korean for General Tour to Israel
Thank You!Thank You!
Gamsahamnida!Gamsahamnida!
IGTO Seoul 27