Markets
Market insights snapshot - South Korea
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the South Korea market.
Market trends
- More South Koreans are booking flights and accommodation directly, reducing reliance on tour packages from KDPs.
- The ‘White Lotus Effect’ is a trend with TV shows and movies strongly influencing travel decisions. Nearly 50 per cent of South Koreans consider destinations based on what they watch, with over 10 per cent having booked trips for this reason.
- Increased low-cost carrier seat capacity (Jetstar, T’Way Air) has made travel more affordable, attracting younger fully independent travellers (FITs) and Working Holiday Makers.
Buyer snapshot
- As many agencies are launching premium brands to target high-end travellers, there will be three Luxe Buyers On Vacation, Chalet Travel, and Hana Zeus (all Virtuoso members) to showcase Australia’s luxury offerings. Additionally, with growing demand for self-drive experiences, Drive Travel, a key distribution partner specialising in this theme, has been added.
- A total of 27 buyers: 18 General Buyers, 3 Luxe Buyers, 2 Platinum Club Buyers, and 4 Media Buyers.
Consumer trends
- With direct flight capacity, South Korea’s top three destinations in Australia are Sydney, Brisbane/Gold Coast, and Melbourne. South Korean travellers are drawn to food and wine and world-class nature, with increasing interest in self-drive itineraries exploring iconic and hidden gems. To diversify tour products, the team will collaborate with key distribution partners to expand offerings beyond major cities and promote lesser-known regions.
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