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Although Korean market arrivals have had a disappointing ride through much of 2011, optimism is growing in-market that new work to promote the New Zealand summer will deliver a welcome change.
Tourism New Zealand General Manager Asia Markets, Mark Frood says the recent launch of co-ordinated partner activity illustrates a growing confidence in the market.
"Korean Airlines has announced a 30 per cent increase in capacity to New Zealand for the high season which is welcome news for the tourism industry and provides strong opportunities for arrivals growth.
"Forward bookings for December are already some 10 per cent higher than December of last year.
"We have been working directly with the airline to support this increase, launching a digital campaign in the Seoul market to promote summer travel to New Zealand.
"In addition, we have worked with Korea's four leading travel agents Hanatour, Modetour, Lotte tour and Hanjin travel to launch an integrated New Zealand campaign promoting summer travel deals.
Mr Frood says that in the wake of Rugby World Cup (RWC), Tourism New Zealand and Air New Zealand supported an agent familiarisation from Korea to enable travel agents and travel planners to experience a range of New Zealand's products and experiences, first hand.
Destinations included Christchurch, Mt. Cook and Queenstown including Milford Sound and a popular trekking experience to Routeburn.
"And more campaigns are under development," he says.
A range of targeted marketing activities are planned for free and independent travelers, promoting campervan, trekking and honeymoon segments from key partners including Hyecho Travel, Segero Travel, Wannatour and NZ Tours.
Promotional activities include various online promotions leveraging the newly launched nz.com plus trade and consumer events.