Keeping in mind that Korea is going to host the 17th Asian Games at Incheon this year, all focus this year will be to invite Indian tourists to come and be part of this sports extravaganza from 19 September – 4 October, 2014. The event assumes more significance since it has come to the country after a gap of 12 years. Besides leisure travellers, the destination is also looking at attracting MICE footfall to Korea.
In a bid to attract both segments of travellers, Korea Tourism Organization (KTO) has planned out various promotional and marketing activities, starting with SATTE New Delhi and Mumbai. They are also looking at participating in other general and MICE events through the year. Besides that, a film road show is also being planned where performing artists from Korea will give their performances in various cities of India.
As part of their strategy to work with the travel trade in India, KTO plans co-marketing activities with both offline and online players before the start of the summer holidays with an aim to catch holiday travellers. In addition, they plan to provide product training to agents so as to create better awareness about the destination.
From a media perspective the destination is looking at inviting some prominent trade and mainline journalists for a FAM trip, so as to highlight various facets of Korea in the minds of the Indian traveller, from both leisure and MICE perspectives. KTO is also planning promotional activities through print and electronic media for creating greater visibility and recall for brand Korea in the Indian market.
For MICE they plan to invite some prominent corporates for their roadshows so they can get first hand information about the country and meet with DMCs for their requirement. Furthermore, they plan to provide incentive support to MICE groups depending on the group strength, so as to encourage more corporates to send their groups to Korea.
