South Korea

Marketing and Sales Programs

Our marketing and sales programs invite South Korean travellers to see and experience Canada in a whole new way. Whether we launch an integrated marketing campaign, conduct travel-trade shows, or bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three major audiences:

Consumer Read more > Close >

We focus on three key consumer groups based on Destination Canada’s Explorer Quotient® (EQ) types:

  • Free Spirits in South Korea are predominantly 18 to 30 years old and come to Canada to get away from their real life—to indulge and pamper themselves in ways they can’t at home while being spontaneous.
  • Cultural History Buffs in South Korea are between 20 and 45 years old; their fascination for history as well as the modern cultures of the places they visit guides their travel decisions. This group tends to travel independently.
  • Personal History Explorers in South Korea are over 40 years old and driven by history as well as by the modern cultures of the places they visit. They prefer to travel as part of a group. 

We reach these consumers through a range of integrated marketing communications, including partnering for online events, consumer shows, media activities, advertising and websites. We also work with a wide variety of traditional/non-traditional partners to launch innovative campaigns such as the SNS Influencer Program and global outdoor brands.

Consumer websites
South Koreans can visit our consumer website to browse holiday packages, get travel ideas, learn about Canadian destinations and read travel blogs.

Bimonthly e-newsletters are distributed to 46,984 consumers in Destination Canada-South Korea’s database.

Consumer trade shows
Hanatour International Travel Show, June 5-7
The annual B2B/B2C market place at Ilsan KINTEX, Goyang City, Gyeonggi, featured more than 700 sellers and 910 booths. Destination Canada-South Korea and partners built “Canada House” to showcase Canada. This has become the biggest international travel show in South Korea, which enables us to distribute travel and events information for visitors, as well as yielding around 500 new e-newsletter subscribers. In 2015, HITS enhanced its B2B program with one-to-one business networking sessions and a destination seminar targeting Hanatour’s nationwide agents. HITS 2015 achieved 21% increased product sales results ($13.3 million) over the previous year. The show is one of the best opportunities to book a trip throughout the year.  

Modetour International Travel Fair, Oct. 29 – Nov. 1
The second Modetour International Travel Fair will be held in Seoul. Destination Canada-South Korea will take the lead in representing Canada as a four-season premier destination alongside tourism-industry partners under the Canada brand. 

For more events, check out our Trade Shows & Events section.

Travel Trade Read more > Close >

Destination Canada’s trade development initiatives in South Korea focus on the retail and wholesale aspects of selling travel.

Since the successful launch of the Canadian Signature Experiences (CSE) collection, Destination Canada-South Korea has focused on encouraging the travel trade to utilize the collection for their product development by educating and/or supporting them in various ways, such as brochure production, help with images, videos, itinerary suggestions, posters, brochures and media exposure.

Canada Specialist Program
The Canada Specialist Program (CSP) continues to help South Korean travel professionals learn about Canada’s distinct experiences, such as offering engaging training programs, interactive online resources and expert, inside knowledge. 

Participating travel agents are offered a range of information and support, including:

  • Certified training programs and testing
  • Conferences and seminars
  • Familiarization (FAM) trips
  • Tools and training manuals
  • Canada Specialist websites and e-newsletters.

In Seoul, Destination Canada-South Korea organizes trade shows, conducts sales calls, organizes tour operator FAM trips to partner provinces and cities, and conducts training under the Canada Specialist Program.

Trade shows

  • Showcase Canada-Asia, China, Oct. 19-23
  • Rendez-vous Canada, Montréal, QC, Apr. 24-27, 2016

Focus Canada roadshow & training
The Destination-Canada-South Korea team led a two-day roadshow in Seoul and Busan in April. Working alongside nine Canadian tourism industry partners, the program highlighted new products in Canada, and offered a series of one-to-one meetings and informal evening networking events for more than 110 South Korean travel agents, tour operators, airlines and media.

For details on these events and more, check out our Trade Shows & Events.

Media Read more > Close >

Destination Canada-South Korea assists the media with partnered press trips, media events and hosting media travel to Canadian destinations. We also pitch targeted story ideas to media influencers and send press releases and story pitches to South Korean media. Since TV is the most influential source of information in this market, the South Korea team makes broadcast media the No. 1 priority.

Social media
Destination-Canada’s social media strategy focuses on igniting advocacy for Canada. Consumers can join in our conversations in the following ways:

  • Visit Facebook: The “Exploring Canada” Facebook page receives constant photo submissions from fans. Industry partners can also post their photos to our wall. The page now has about 157,000 likes.
  • Follow our consumer Twitter account: tag tweets with #ExploringCanada and we will retweet our favourites.
  • Blogs are one of the top three influential sources of information for Koreans considering travel to Canada. The Destination Canada-South Korea team opened up its official blog page in April to provide more compelling and market-relevant contents to South Korean travellers, especially independent and repeat travellers. The blog averages 1,500 daily visits.

Destination-Canada-South Korea runs an influential blogger program, the SNS Influencer Program, which creates content and boosts advocacy for Canada. This year, the program attracted more partners than ever before: Destination British Columbia, Ontario Tourism Marketing Partnership Corporation, Travel Alberta, Tourisme Québec, Northwest Territories Tourism, Yukon Tourism, Tourism Saskatchewan, Tourism Prince Edward Island, Air Canada, Delta Air Lines, VIA Rail and Alamo. Thirteen influential bloggers will explore Canada in August in a team or as individuals with customized itineraries reflecting their interests and personalities.

GoMedia Canada Marketplace
South Korean media participate in Destination Canada’s annual media event, GoMedia Canada Marketplace, where Canadian travel operators exchange stories and ideas with international media. GoMedia will take place Sept. 27-Oct. 1 in Penticton, BC.


Inbound travel to Canada from South Korea
  2007 2008 2009 2010 2011 2012
Overnight trip to Canada (000's) 187.4 172.8 131.3 157.5 140.1 137.3
Year to year change -0.6% -7.8% -24.0% 19.9%* -11.0% -2.0%
Receipts ($M) 274.9 276.1 216.0 256.6 236.2 233.9
Year to year change 1.6% 0.4% -21.8% -7.9% -7.9% -1.0%
Source: International Travel Survey, Statistics Canada.

Quick facts Read more > Close >

  • South Korea’s economic momentum accelerated in 2014, with GDP rising 3.3% amid strong demand for Korean exports from key markets such as the US.(Source: Oxford Economics)
  • South Korea’s outbound travel market has grown steadily over the past decade, particularly to long-haul destinations, amid sustained economic growth, relaxation of visa requirements and the strengthening of the won. Outbound travel from South Korea grew 2.3% in 2014.
  • In 2014, 163,000 overnight visitors from South Korea travelled to Canada, up 12.8% over 2013.
  • Tourism expenditures in Canada by South Korean visitors totalled $262 million dollars in 2014.
  • On average, South Korean visitors spent $1,605 and stayed 22 nights in Canada.
  • Over 30% of South Koreans travelled Canada for leisure, 28% for business and 21% to visit friends and relatives (VFR).

Source: Statistics Canada, International Travel Survey, unless otherwise indicated. All Statistics Canada numbers are preliminary.

Current trends and market considerations Read more > Close >

Canada's image in the South Korean market is positive. Canada is well regarded for its natural beauty and vibrant outdoors, and has a strong reputation for excellence in education, overall quality of life, safety and cultural diversity. South Koreans also appreciate Canadians' concern for the environment, social justice, personal development and sustainable living.

South Korean travellers to Canada are slightly older, educated and established professionals who travel in medium-size groups. Many have family in Canada.

Travel patterns indicate that a growing number of South Koreans are moving away from group cross-Canada packages to semi- or fully independent travel. Indeed, increasing numbers ofSouth Koreans are now travelling independently, pursuing their interests in wellness, nature and trekking. In light of this, travel agents in South Korea are focusing on developing FIT products for those who want to take control of their itineraries.

Guided by Destination Canada’scorporate strategy, the South Korea team focuses on high-yield travellers—consumers who spend more, stay longer and are less influenced by exchange-rate fluctuations and market pressures..

Contact our team Read more > Close >

Contact our team for more information.

General Sales Agent: representative in South Korea
AL Marketing & Communications,
Suite 603, Doobee Bldg.,
1-3 Jeong-dong,
South Korea

Tel: 822-733-7790

lee [dot] anna [at] almc [dot] co [dot] kr (Anna Lee)
Account Director

lee [dot] stella [at] almc [dot] co [dot] kr (Stella Lee)
Trade Director

lee [dot] jude [at] almc [dot] co [dot] kr (Jude Lee)
Account Assistant

Latest Campaigns Read more > Close >

A selection of ads from Destination Canada's most recent campaign.