Korean tourists seek rest and healing

Source: Tourism Update, 21/12/2015

Koreans long to get away from their daily environment and find some
form of peace when on holiday.


`Rest` and `healing` have become keywords when targeting the Korean
outbound tourism market. According to published data, Korea has the
second highest average number of working hours among the 34 member
states of the Organisation for Economic Co-operation and Development.


The result is that Koreans long to get away from their
daily environment and find some form of peace when on holiday.


Addressing travel trade at a seminar in Stellenbosch, Bradley Brouwer,
President: Asia Pacific, SA Tourism, emphasised that Koreans really
worked hard. "You`ll see their office lights on late at night and
early in the morning. They`ve therefore become obsessed with `rest`
and `healing`, and come to South Africa for a relaxing, good time. We
have what it takes to offer them this."


Sightseeing is also no longer their main reason for overseas travel.


Koreans are now looking for freedom to explore their
destinations.

"They want more time to experience a country
rather than just pose for pictures in as many places as they can, and
prefer to stay in only one country or city to enjoy a leisurely trip,"
said Brouwer.


Thanks to travel-themed reality shows and travel programmes focusing
on long-distance trips, Koreans are becoming more and more positive
about long-haul destinations. According to Brouwer, SA Tourism has
been conveying the message that "SA is not that far, because when you
get there it`s all worth it".


Travelling in groups of four or six, Koreans prefer free, individual
travel and, similar to other Asian markets, their average length of
stay is between eight and 14 days. They mostly go on overseas trips
during school breaks in January, July and August.


Known as one of the world`s most wired nations, Koreans are
`constantly connected`. "Whenever they have a five-minute break, they
would work on their laptops and a couple of smartphones all at the
same time, sending out info, replying to emails, tweeting and posting
on social media platforms," said Brouwer.


Brouwer recommended that the trade explore apps such as WeChat and
Line when targeting the Korean and other Asian markets. With
television ratings dropping and people`s lives becoming busier,
Koreans are increasingly using Internet-based video services in their
spare time. WeChat and Line not only gave users the option of easily
transferring large videos, but also of translating text, explained
Brouwer.