CTC News

South Korean consumers dreamt of Canada in 2010.

60% of South Koreans have this country on their money-no-object wish lists, says latest CTC Global Tourism Watch report.

11 May 2011

For South Koreans, Canada continues to offer value at a good price. Among long-haul pleasure travellers, 60% see Canada as a dream destination, according to the latest Global Tourism Watch (GTW) summary published by the Research department of the Canadian Tourism Commission (CTC). 

Some other key findings:

  • South Korea was one of the rare international travel markets that did not have a recession during the global economic downturn of 2008-2009. In 2010, its economy was in the pink, showing a GDP growth of 6%.

  • Of a total market potential of 11.8 million travellers, 3.9 million (33%) indicate an immediate interest in heading east to these shores in the next two years.

  • British Columbia (93%) topped South Korean wish lists, followed by Ontario (81%) and Quebec (65%).

  • The high media exposure generated by the 2010 Winter Games certainly helped boost BC: overnight visitation was up 22% from South Korea in 2010.

  • Long-haul travel plays a big role in the South Korean psyche: 91% say it’s important, a slight dip on 2009 (93%).

  • The overall perception that Canada offers a bang for your buck rose two points to 39% in 2010. Airfare affordability was another stronger suit, up three percentage points to 28%.

  • TV shows and word of mouth remain the primary source of info on Canadian experiences for South Koreans abroad.

  • In 2010, Australia and New Zealand were Canada’s main rivals in the South Korean travel market, both offering similar products and activities. 

Harris/Decima Research conducts the Global Tourism Watch survey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2010 reports look to identify shifts in each market since 2007.

Read the Global Tourism Watch South Korea 2010 summary report.

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