In a new development, Deputy Premier Andrew Stoner and Minister for Tourism and Major Events Mr. George Souris announced recently that they are appointing a new South Korea based representative for NSW Tourism. The primary job role of the representative will be to boost tourism business to the state.
Ms Jenny Kim is the new appointee as representative for NSW Tourism in South Korea, appointed by Destination NSW and the NSW Government’s tourism and major events agency. Her appointment makes the total number of international representative offices promoting NSW as a tourism destination to seven. The other offices being Hong Kong, Singapore, Shanghai, Tokyo, Mumbai, Lo Angeles and Auckland.
Mr. Stoner speaking on the occasion mentioned that South Korea is a very important market for the state, with more than 140,000 visitors having arrived till the year end March, 2013. Together, they stayed for more than 4.6 million nights and spent more than $349 million in NSW.
Mr. Stoner also added that South Korea’s importance as an international market is highlighted by the fact that, in The Visitor Economy Taskforce Final Report released in December, 2012 it has been identified as one of the top 10 priority markets. He continued that focusing in the local travel trade markets will ensure NSW has a better representation via its local travel agents. This will invariably mean more choices for the local South Korean consumers resulting in improved visitation numbers than what has been achieved already.
To reach out to South Korean travelers, Destination NSW produces the Sydney Official Guide in Korean and even provides a Korean version of its website Sydney.com (http://ko.sydney.com). Back in April, Destination NSW hosted 24 South Korean buyers at the Australian Tourism Exchange and after the program hosted members of the media and some buyers for a familiarization tour which showcased NSW Tourism.
Mr. George Souris, Minister for Tourism and Major Events mentioned that in addition to an increase in new NSW Tourism products being sold by South Korean operators, focus will also be directed towards packaging and promoting major events secured by the Government and which are liked by the South Korean tourists.
Major sporting events such as the Opening Series of Major League Baseball in March 2014, the Australian Badminton Open in April 2014 and the Asian Football Cup in 2015 are some of the major events that are favored by Asian tourists, especially South Korean visitors.
Working closely with the local Korean travel trade the NSW Tourism representative will be engaged in business development activities and will be focused towards generating more and more leads for the NSW tourism industry, ensuring that NSW features high on the list of probable destinations for the average Korean tourist.
Mr. Souris also mentioned that they would be working closely with the airline industry as well as other key travel partners to ensure some highly customized themed packages such as Golf or Food & Wine can be launched targeting Korean visitors. Co-operative marketing activities such as promoting signature events in Sydney like Royal Easter Show, Handa Opera on SydneyHarbour and Vivid Sydney will also be undertaken.