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)

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Background of KoreaBackground of Korea

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　 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

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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.

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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.

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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

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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

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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.

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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.

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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.

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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

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MARKETING ACTIVITIES 2010-MARKETING ACTIVITIES 2010-20112011

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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.

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Israel Seminars for Church LeadersIsrael Seminars for Church Leaders

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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.

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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

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Ad CampaignAd Campaign

KOTFA Travel Fairs B2C: 4 times/year in major cities Hana Tour Travel Convention B2c & B2B

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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

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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

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FacebookFacebook www.facebook.com/goisrael.krwww.facebook.com/goisrael.kr

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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

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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.

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Forecast about Tourism Movement Forecast about Tourism Movement in 2012in 2012

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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!

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