Tourism Cooperation in Northeast Asia Tourism Cooperation in - - PowerPoint PPT Presentation

Tourism Cooperation in Northeast Asia and Korean Tourism Polices Tourism Cooperation in Northeast Asia Tourism Cooperation in Northeast Asia and Korean Tourism Polices and Korean Tourism Polices

Yun Yun, Yang , Yang Soo Soo Senior Research Fellow Senior Research Fellow

Korea Research Institute for Human Settlements Korea Research Institute for Human Settlements

• 2004. 9
• 2004. 9

1 1 1 1 1 1 1 1

Contents Contents

Ⅱ Ⅱ. . Changes in Northeast Asia Tourism Changes in Northeast Asia Tourism Market Market Ⅲ Ⅲ. . Measures for Tourism Cooperation in Measures for Tourism Cooperation in Northeast Asia Northeast Asia Ⅳ Ⅳ. . Korea Korea’ ’s responses s responses

Ⅰ Ⅰ. . Introduction

Introduction

I . Introduction I . Introduction

3 3 3 3 3 3 3 3

• Tourism industry is growing as a high value-added and strategic

industry, and its growth is fastest and strongest worldwide

• representing 10.7% of global GDP and 8.2% of global labor force
• emerging as one of the most critical sectors to determine a

nation’s competitiveness Tourism market in the East Asia and Pacific region is expected to grow at the most brisk pace among the World Tourism Organization (WTO)'s six regional categories

• foreign arrivals in the NE Asian region will reach 109.3M by 2010
• China has voiced its strong will to grow into the world's number
• ne tourist destination by 2020

4 4 4 4 4 4 4 4

• NE Asian countries are competitively spurring their efforts to

promote the tourism industry as the national strategic industry, intensifying competition in the tourism industry

• a compelling need to reinforce partnerships and collaboration

within the region in order to promote the sustainable growth and development of the tourism industry in the region This paper covers : Changes in Northeast Asia tourism market Measures for tourism cooperation in NE Asia in response to the changing environment Korea's responses to meet the challenge

II II. . Changes in Northeast Changes in Northeast Asia Tourism Market Asia Tourism Market

1.

• 1. Current status overview and

Current status overview and

• utlook
• utlook

2.

• 2. Nature of NE Asian tourism

Nature of NE Asian tourism market changing market changing

6 6 6 6 6 6 6 6

• 1. Current status overview and outlook
• 1. Current status overview and outlook

Overview Overview

Inbound tourists from NE region (2000) :

• Korea : 61% , Japan : 54%, China : 36%
• Number of global inbound tourists :
• 460M(1990)

700M(2000), 4.3% increase per annum Number of tourists in the NE Asian region doubled :

• 8.5M

18.6M(same period), 8.1% increase per annum

7 7 7 7 7 7 7 7

• The WTO forecast a 3.5% increase in the number of visitors

worldwide by 2010, with the figure for the Asian region at a high 7% mainly for China

• NE Asia Outbound : 51M(’00), 74M(’10) , 108M(’20)
• Worldwide : 699M(’00), 981M(’10), 1,137M(’20)

Outlook Outlook

NE Asian tourists within the region :

• 34.3% (1990)
• 36.6% (2000)
• 45.7% (2010)
• 55.1% (2020)

8 8 8 8 8 8 8 8

< <Table 1> Trends of international tourism exchange Table 1> Trends of international tourism exchange

• 457,647

457,647 442,057 442,057 15,590 15,590 6,042 6,042 1,606 1,606 1,747 1,747 3,236 3,236 2,959 2,959 Total Total 432,910 432,910 425,817 425,817 7,093 7,093 2,427 2,427 521 521 1,229 1,229 1,742 1,742 1,174 1,174 Other Other total total 367,276 367,276 362,291 362,291 4,986 4,986 1,815 1,815 300 300 886 886 1,162 1,162 823 823 Other Other 9,934 9,934 9,773 9,773 161 161 110 110 25 25 26 26 Russia F. Russia F. 55,700 55,700 53,753 53,753 1,947 1,947 612 612 221 221 233 233 555 555 325 325 USA USA 24,737 24,737 16,240 16,240 8,497 8,497 3,615 3,615 1,085 1,085 518 518 1,494 1,494 1,784 1,784 N.E.Asia N.E.Asia Total Total 1,121 1,121 1,076 1,076 137 137 27 27 40 40 71 71 Hong Hong Kong Kong 3,352 3,352 1,189 1,189 2,163 2,163 1,345 1,345 608 608 211 211 Taiwan Taiwan 1,490 1,490 587 587 903 903 754 754 106 106 43 43 China China 16,856 16,856 12,686 12,686 4,170 4,170 1,332 1,332 915 915 463 463 1,460 1,460 Japan Japan 1,890 1,890 766 766 1,124 1,124 185 185 144 144 55 55 740 740 Korea Korea Total Total Other Other regions regions N.E.Asia N.E.Asia Total Total Hong Hong Kong Kong Taiwan Taiwan China China Japan Japan Korea Korea 1990 (1000 1990 (1000pers pers.) .)

Inbound Inbound Outbound Outbound

9 9 9 9 9 9 9 9

• 698,800

698,800 663,054 663,054 35,746 35,746 13,059 13,059 2,624 2,624 9,984 9,984 4,757 4,757 5,322 5,322 Total Total 648,102 648,102 630,920 630,920 17,181 17,181 5,146 5,146 1,334 1,334 6,438 6,438 2,185 2,185 2,079 2,079 Other Other total total 537,846 537,846 525,036 525,036 12,810 12,810 4,180 4,180 1,002 1,002 4,708 4,708 1,427 1,427 1,493 1,493 Other Other 37,370 37,370 36,377 36,377 993 993 833 833 32 32 128 128 Russia F. Russia F. 72,698 72,698 69,507 69,507 3,378 3,378 966 966 332 332 896 896 726 726 459 459 USA USA 50,698 50,698 32,134 32,134 18,565 18,565 7,913 7,913 1,290 1,290 3,546 3,546 2,572 2,572 3,243 3,243 N.E.Asia N.E.Asia Total Total 3,664 3,664 2,887 2,887 777 777 333 333 243 243 201 201 Hong Hong Kong Kong 6,715 6,715 3,289 3,289 3,426 3,426 2,386 2,386 913 913 127 127 Taiwan Taiwan 9,882 9,882 5,301 5,301 4,580 4,580 3,786 3,786 352 352 443 443 China China 24,635 24,635 17,712 17,712 6,923 6,923 1,369 1,369 881 881 2,202 2,202 2,472 2,472 Japan Japan 5,803 5,803 2,944 2,944 2,859 2,859 373 373 77 77 1,345 1,345 1,064 1,064 Korea Korea Total Total Other Other regions regions N.E.Asia N.E.Asia Total Total Hong Hong Kong Kong Taiwan Taiwan China China Japan Japan Korea Korea 2000 (1000 2000 (1000pers pers.) .) Source : WTO by international visitors Source : WTO by international visitors

Inbound Inbound Outbound Outbound

10 10 10 10 10 10 10 10

Inbound & Outbound tourists in Korea, Japan, China (1000pers.) Inbound & Outbound tourists in Korea, Japan, China (1000pers.) 1990 1990

20,000 40,000 60,000 80,000 100,000 120,000 Korea Japan China Inbound Outbound

2000 2000

20,000 40,000 60,000 80,000 100,000 120,000 Korea Japan China NE Asia Tt Inbound Outbound

11 11 11 11 11 11 11 11

• Outbound tourists :
• 7.1M in 2003, rapid growth since 1998

Korea Korea

Number of inbound tourists :

• 5.3M in (2000)

4.8M (2003), 2.5% decrease per annum) Arrivals from the Northeast Asian region should gradually increase :

• 73% (2010)

80% (2020)

12 12 12 12 12 12 12 12

• <

<Table 2> Forecasting of international tourism exchange Table 2> Forecasting of international tourism exchange

2010 (1000 2010 (1000pers pers.) .) Source : WTO by international visitors Source : WTO by international visitors 981,431 981,431 838,175 838,175 53,255 53,255 17,493 17,493 2,915 2,915 18,210 18,210 7,538 7,538 7,100 7,100 Total Total 817,479 817,479 798,059 798,059 19,420 19,420 5,102 5,102 1,043 1,043 8,637 8,637 2,730 2,730 1,907 1,907 Other Other total total 615,349 615,349 603,331 603,331 12,019 12,019 3,599 3,599 637 637 5,194 5,194 1,492 1,492 1,096 1,096 Other Other 102,984 102,984 101,368 101,368 1,616 1,616 1,496 1,496 10 10 110 110 Russia F. Russia F. 99,145 99,145 93,361 93,361 5,785 5,785 1,504 1,504 406 406 1,947 1,947 1,228 1,228 701 701 USA USA 73,952 73,952 40,116 40,116 33,835 33,835 12,391 12,391 1,872 1,872 9,572 9,572 4,087 4,087 5,193 5,193 N.E.Asia N.E.Asia Total Total 7,060 7,060 4,779 4,779 2,282 2,282 1,019 1,019 793 793 470 470 Hong Hong Kong Kong 9,719 9,719 3,642 3,642 6,077 6,077 4,021 4,021 1,934 1,934 122 122 Taiwan Taiwan 19,853 19,853 10,024 10,024 9,018 9,018 7,125 7,125 621 621 1,271 1,271 China China 29,228 29,228 18,418 18,418 10,810 10,810 821 821 835 835 5,824 5,824 3,330 3,330 Japan Japan 8,903 8,903 3,254 3,254 5,649 5,649 423 423 18 18 3,748 3,748 1,460 1,460 Korea Korea Total Total Other Other regions regions N.E.Asia N.E.Asia Total Total Hong Hong Kong Kong Taiwan Taiwan China China Japan Japan Korea Korea

Inbound Inbound Outbound Outbound

13 13 13 13 13 13 13 13

Source : Forecasting of NRI by Source : Forecasting of NRI by WTO WTO’ ’s s data data

• 2020 (1000

2020 (1000pers pers.) .) 1,137,325 1,137,325 1,053,047 1,053,047 84,275 84,275 23,935 23,935 3,511 3,511 34,733 34,733 11,969 11,969 10,131 10,131 Total Total 1,029,123 1,029,123 1,004,487 1,004,487 24,636 24,636 5,650 5,650 905 905 12,259 12,259 3,795 3,795 2,027 2,027 Other Other total total 720,596 720,596 708,892 708,892 11,705 11,705 3,136 3,136 349 349 5,849 5,849 1,598 1,598 773 773 Other Other 169,935 169,935 167,618 167,618 2,316 2,316 2,211 2,211 7 7 99 99 Russia F. Russia F. 138,592 138,592 127,977 127,977 10,614 10,614 2,514 2,514 556 556 4,199 4,199 2,190 2,190 1,155 1,155 USA USA 108,202 108,202 48,560 48,560 59,642 59,642 18,284 18,284 2,605 2,605 22,474 22,474 8,174 8,174 8,104 8,104 N.E.Asia N.E.Asia Total Total 11,346 11,346 7,154 7,154 4,192 4,192 1,901 1,901 1,531 1,531 760 760 Hong Hong Kong Kong 14,957 14,957 3,790 3,790 11,166 11,166 6,832 6,832 4,215 4,215 119 119 Taiwan Taiwan 31,412 31,412 15,847 15,847 14,753 14,753 10,709 10,709 872 872 3,172 3,172 China China 36,720 36,720 18,523 18,523 18,196 18,196 383 383 694 694 13,066 13,066 4,053 4,053 Japan Japan 14,580 14,580 3,246 3,246 11,334 11,334 360 360 10 10 9,408 9,408 1,556 1,556 Korea Korea Total Total Other Other regions regions N.E.Asi N.E.Asi a Total a Total Hong Hong Kong Kong Taiwan Taiwan China China Japan Japan Korea Korea

Inbound Inbound Outbound Outbound

14 14 14 14 14 14 14 14

Forecasting inbound & Forecasting inbound & Outbound tourists in Korea, Japan, China Outbound tourists in Korea, Japan, China

(1000pers.) (1000pers.)

2010 2010

20,000 40,000 60,000 80,000 100,000 120,000 Korea Japan China NE Asia Tt Inbound Outbound

2020 2020

20,000 40,000 60,000 80,000 100,000 120,000 Korea Japan China NE Asia Tt Inbound Outbound

15 15 15 15 15 15 15 15

• 2. Nature of Northeast Asian tourism
• 2. Nature of Northeast Asian tourism

market changing market changing

• Major changes in the region

Major changes in the region’ ’s tourism market : s tourism market :

• return visit

return visit increasing increasing

• local tourism

local tourism expanding and competition intensifying expanding and competition intensifying

• thematic tourism

thematic tourism to be prevalent to be prevalent

16 16 16 16 16 16 16 16

• Return visit increasing

Return visit increasing

• extended version of domestic tourism meaning it is more like, in

terms of time and cost, traveling far away domestic destinations

• more than 2M Japanese visitors a year in Korea, around 60% of

who are not first-timers

• tourism activities will extend to local areas

Majority of international tourism within the Northeast Asian region consists of relatively cheap and short holidays (eg. 2 or 3 nights) the basis for international tourism will be shifted to city-to- city networks from country-to-country networks

17 17 17 17 17 17 17 17

Local tourism expanding and competition intensifying Local tourism expanding and competition intensifying Thematic tourism to be prevalent Thematic tourism to be prevalent

Future tourism pattern should be a thematic one :

• going for unique products offered at defined destination areas
• mainly in small groups such as families and friends who share

common interests

• Accessibility of each local city in a country should improve and

information on local areas should be easier to get enabling tourists to make wider choices for travel products Competition between local cities should get intensified

• local city should seek for a solution to enhance its

competitiveness

III III. . Measures for Tourism Measures for Tourism Cooperation in Northeast Asia Cooperation in Northeast Asia

1.

• 1. Formation of regional cooperation

Formation of regional cooperation bloc and regional links bloc and regional links

• 2. Strategies
• 2. Strategies

19 19 19 19 19 19 19 19

• 1.
• 1. Formation of regional cooperation

Formation of regional cooperation bloc and regional links bloc and regional links

Development of Development of Northeast Asian Tourism Economic bloc

Northeast Asian Tourism Economic bloc

The countries in the Northeast Asian region is closely The countries in the Northeast Asian region is closely connected in terms of cultural and historical backgrounds as connected in terms of cultural and historical backgrounds as well as geographical proximity well as geographical proximity

• actively involved with economic exchanges including

actively involved with economic exchanges including tourism exchanges tourism exchanges

Background Background

20 20 20 20 20 20 20 20

Figure 1. Northeast Asia Figure 1. Northeast Asia Figure 2. American continent Figure 2. American continent Figure 3. Europe Figure 3. Europe

Source : Northeast Asian Tourism Economic Bloc (2003, Source : Northeast Asian Tourism Economic Bloc (2003, Kusano Kusano Keiich Keiich, NRI) , NRI)

21 21 21 21 21 21 21 21

• NE Asian Tourism Economic Bloc

NE Asian Tourism Economic Bloc Strategies Strategies

Meaning far broader links across diverse and extensive sector Meaning far broader links across diverse and extensive sectors s including : including :

• tourism

tourism-

• related industries (airlines & hotels)

related industries (airlines & hotels)

• information and telecommunication

information and telecommunication

• financial, environmental, and educational sectors

financial, environmental, and educational sectors Requirements for the formation of the Northeast Asian tourism Requirements for the formation of the Northeast Asian tourism economic bloc : economic bloc :

• creating an environment in which tourists can travel wherever

creating an environment in which tourists can travel wherever they want without any restrictions they want without any restrictions

• enhancing the quality of tourism services to meet diversified

enhancing the quality of tourism services to meet diversified demands demands

22 22 22 22 22 22 22 22

• Build international airline network

Build international airline network

• Speed the passage of travelers in immigration and ensure

Speed the passage of travelers in immigration and ensure tourists' safety tourists' safety

• Form tourism service network

Form tourism service network

Seven Strategies Seven Strategies

• Build regional links in tourism infrastructure and related

Build regional links in tourism infrastructure and related businesses businesses

• Cooperate in environmental

Cooperate in environmental-

• friendly development

friendly development

• Develop mutually

Develop mutually-

• beneficial projects

beneficial projects

• Establish

tourism cooperation framework among Establish tourism cooperation framework among Northeast Asian countries Northeast Asian countries

23 23 23 23 23 23 23 23

Strategy 1 : Strategy 1 : Build international airline network Build international airline network

Airline network should provide convenience for short Airline network should provide convenience for short holidays, especially enabling footloose travelers to go holidays, especially enabling footloose travelers to go wherever and whenever wherever and whenever Blueprints (including airline companies' management Blueprints (including airline companies' management strategy) need to be formulated for building strong strategy) need to be formulated for building strong regional networks : regional networks :

• large city

large city-

• to

to-

• large city

large city, , large city large city-

• to

to-

• local city

local city, local city local city-

• to

to-

• local city

local city

24 24 24 24 24 24 24 24

Strategy 2 : Strategy 2 : Speed the passage of travelers in

Speed the passage of travelers in immigration and ensure tourists' safety immigration and ensure tourists' safety

It is also necessary to ease restrictions on visa require It is also necessary to ease restrictions on visa require-

• ments

ments to promote intra to promote intra-

• regional traffic

regional traffic

• visa

visa-

• exemption for tourists across the Korea

exemption for tourists across the Korea-

• China

China-

• Japan

Japan

• easing regulations

easing regulations (or cutting bureaucracy in immigration)

(or cutting bureaucracy in immigration)

e.g) Simpler procedures for visa issuance e.g) Simpler procedures for visa issuance

• speedy procedures in customs, entry

speedy procedures in customs, entry-

• point passages,

point passages, and security checks and security checks

25 25 25 25 25 25 25 25

• Security and safety issues are :

Security and safety issues are :

• international regulations on security, and common safety

international regulations on security, and common safety standards on public facilities need to be formulated to standards on public facilities need to be formulated to strengthen tourist safety protection strengthen tourist safety protection

• individual country will need to develop its own plans to protec

individual country will need to develop its own plans to protect t visitors in the country visitors in the country

• international efforts to curb terrorism and promote tourists'

international efforts to curb terrorism and promote tourists' safety should be integrated for better results safety should be integrated for better results

• effective international communications (

effective international communications (eg

• eg. hotline operations)

. hotline operations) and coordinated studies on safety issues and coordinated studies on safety issues

26 26 26 26 26 26 26 26

Strategy 3 : Strategy 3 : Form tourism service network Form tourism service network

Detailed proposals for the facilitation of travel : Detailed proposals for the facilitation of travel :

• ensuring convenient use of public transportation in the region s

ensuring convenient use of public transportation in the region such uch as railways, subways, and ferries as railways, subways, and ferries e.g. "East Asia Travel Pass" e.g. "East Asia Travel Pass"

• introducing region

introducing region-

• wide quality certification system for the

wide quality certification system for the hospitality industry and hotel rating system to promote regional hospitality industry and hotel rating system to promote regional tourism standardization tourism standardization

• enhancing the quality of tourism services

enhancing the quality of tourism services

Formation of a well Formation of a well-

• established service network across the

established service network across the region to remove obstacles : region to remove obstacles :

• languages, currencies, and various kinds of institutional syste

languages, currencies, and various kinds of institutional systems ms e.g. Pre e.g. Pre-

• paid Korea travel cards (KTC) of KNTO

paid Korea travel cards (KTC) of KNTO

• Such service systems need to be developed to regionally-

integrated, further-sophisticated ones

27 27 27 27 27 27 27 27

Strategy 4 : Strategy 4 : Build regional links in tourism

Build regional links in tourism infrastructure and related businesses infrastructure and related businesses

International tourism zones connect : International tourism zones connect :

• transport infrastructure

transport infrastructure (such as airports, roads and railways)

(such as airports, roads and railways)

and local tourist destinations and local tourist destinations

• variety of tourism services such as accommodations,

variety of tourism services such as accommodations, shopping centers, restaurants, and entertainment facilities shopping centers, restaurants, and entertainment facilities

28 28 28 28 28 28 28 28

Strategy 5 : Strategy 5 : Cooperate in environmental

Cooperate in environmental-

• friendly

friendly development development

Development of programs for Development of programs for ecotourism ecotourism : :

• multinational environment watch programs

multinational environment watch programs

• publishing best practices disseminating eco

publishing best practices disseminating eco-

• guided

guided programs programs

Ex.

• Ex. Ecotourism

Ecotourism Association of Australia, founded in 1991, Association of Australia, founded in 1991, has developed and operated accreditation and has developed and operated accreditation and certification programs and eco certification programs and eco-

• guide programs, and

guide programs, and furthermore it has been making effort to make them furthermore it has been making effort to make them international standards international standards

29 29 29 29 29 29 29 29

Strategy 6 : Strategy 6 : Develop mutually

Develop mutually-

• beneficial projects

beneficial projects

Mutually Mutually-

• beneficial projects

beneficial projects include : include :

• new program development for a variety of cultural and tourism

new program development for a variety of cultural and tourism exchanges exchanges

• development of shared brands or joint products

development of shared brands or joint products

• promotion of cooperation in related businesses such as hotels,

promotion of cooperation in related businesses such as hotels, airlines, and tourism operators airlines, and tourism operators

• development of training programs for employees in the

development of training programs for employees in the hospitality industry to enhance tourism quality hospitality industry to enhance tourism quality

• introduction of incentives to promote investment in the region

introduction of incentives to promote investment in the region

30 30 30 30 30 30 30 30

Strategy 7 : Strategy 7 : Establish tourism cooperation framework

Establish tourism cooperation framework among Northeast Asian countries among Northeast Asian countries

The efforts have yet to produce tangible results : The efforts have yet to produce tangible results :

• Korea, Japan, China need to identify and implement specific

Korea, Japan, China need to identify and implement specific action plans, taking their tourism cooperation to an upper level action plans, taking their tourism cooperation to an upper level

Specific action plan Specific action plan could include : could include :

• reviewing a possibility of

reviewing a possibility of shared brand development shared brand development

• joint research on potential markets outside the region

joint research on potential markets outside the region

• development of

development of packaged products packaged products

• joint participation in international tourism and trade fairs an

joint participation in international tourism and trade fairs and d exhibitions exhibitions

• building a

building a joint web site joint web site for public relations for public relations

• introducing a

introducing a joint transport pass joint transport pass ( (eg

• eg. oriental rail pass)

. oriental rail pass)

IV IV . . Korea Korea’ ’s responses s responses

1.

• 1. Current status and challenges

Current status and challenges 2.

• 2. Future direction

Future direction 3.

• 3. Strengthen intra

Strengthen intra-

• regional and

regional and inter inter-

• Korean tourism cooperation

Korean tourism cooperation

32 32 32 32 32 32 32 32

1.

• 1. Current status and challenges

Current status and challenges

• Korea appears to have trouble attracting international visitors

Korea appears to have trouble attracting international visitors because of the following reasons : because of the following reasons :

• inadequate tourism infrastructure in terms of both quantity and

inadequate tourism infrastructure in terms of both quantity and quality quality

• Korea offers not many sightseeing, recreational, shopping, and

Korea offers not many sightseeing, recreational, shopping, and dining opportunities dining opportunities

• complicated entry process and insufficient international

complicated entry process and insufficient international transport links transport links

Despite the growing popularity of Northeast Asia, Korea has Despite the growing popularity of Northeast Asia, Korea has not seen an increase in its number of international visitors not seen an increase in its number of international visitors

(1000 (1000 pers pers.) .)

• 2,995 (1990)

2,995 (1990)

• 5,321 (2000)

5,321 (2000)

• 5,147 (2001)

5,147 (2001)

• 5,347 (2002)

5,347 (2002)

• 4,753 (2003)

4,753 (2003)

33 33 33 33 33 33 33 33

Accommodations are concentrated in the Seoul metropolitan Accommodations are concentrated in the Seoul metropolitan area and area and Jeju Jeju Island Island

• Inadequate tourism infrastructure

Inadequate tourism infrastructure

Most of them are expensive five Most of them are expensive five-

• star hotels

star hotels Absence of a global theme park also negatively affects tourists' Absence of a global theme park also negatively affects tourists' choice of destination in the first place choice of destination in the first place

34 34 34 34 34 34 34 34

Korea has been slow at turning its rich historical and cultural Korea has been slow at turning its rich historical and cultural assets into tourism products assets into tourism products

Not enough opportunities Not enough opportunities

• Service quality has been relatively low, with little hospitality

Service quality has been relatively low, with little hospitality shown to foreigners shown to foreigners

35 35 35 35 35 35 35 35

Significant improvement in the entry process is particularly Significant improvement in the entry process is particularly necessary to draw into Korea the growing number of travelers necessary to draw into Korea the growing number of travelers from China from China

Complicated entry process and insufficient transport links Complicated entry process and insufficient transport links

• Need improvement transportation linkage with NE Asian

Need improvement transportation linkage with NE Asian countries and cities countries and cities

36 36 36 36 36 36 36 36

• 2. Future direction
• 2. Future direction
• To address these challenges and emerge as Northeast Asia's

To address these challenges and emerge as Northeast Asia's leading tourist destination, Korea will have to incorporate the leading tourist destination, Korea will have to incorporate the following in its policies following in its policies : :

• build and project image as attractive tourist destination

build and project image as attractive tourist destination

• put in place extensive, quality infrastructure

put in place extensive, quality infrastructure

• create unique, tailored tourism products

create unique, tailored tourism products

• simplify entry process and improve international

simplify entry process and improve international transport system transport system Korea Korea’ ’s policies s policies

37 37 37 37 37 37 37 37

• Build a compelling brand image as a tourist destination
• project the image through consistent marketing strategies
• use a marketing slogan to its maximum impact

Strengthen international marketing activities :

• overhauling related operations
• employing various marketing tools
• building more "Korea Centers" that offer quality, current tourist

information on Korea

• reinforcing international marketing capabilities at local level

Build and project image as attractive tourist destination Build and project image as attractive tourist destination

38 38 38 38 38 38 38 38

• Provide a wide range of quality accommodations :
• tourist hotels, budget accommodations in rural areas,

global budget-hotel chains, and traditional guest houses

• adaptation of an "accommodation-rating system" for foreign visitors

Focus on the high-value-added convention business :

• assisting convention facility management
• designating an international conference city
• financing the city's development
• forming an organization dedicated to attract global conferences
• enhancing the expertise of global conference organizers

Establishment of world-class theme park

Put in place extensive, quality infrastructure Put in place extensive, quality infrastructure

39 39 39 39 39 39 39 39

• Diverse, unique tourism products are fundamental to become a

leading tourist destination :

• build Seoul's five palaces into cultural tourism packages
• serve traditional cuisine as culinary tourism products
• turn the "Korea Wave"into film tourism opportunities
• establish a Taekwondo Park

Tourism products tailored to the tastes of target markets

• focus on niche products that would keep Japanese visitors returning
• develop an appealing product that would attract greater number of

Chinese visitors

Create unique, tailored tourism products Create unique, tailored tourism products

40 40 40 40 40 40 40 40

• Need a simplified entry process, an extensive intra-regional

transport network, easy access to attractions

• easing visa requirements for Chinese tourists
• entitling more Chinese to visa exemption or multiple-entry visa
• expediting visa processing for China's top travel agencies
• improving transportation linkages with NE Asian countries
• introducing a transportation pass valid throughout the region

Simplify entry process and improve international transport Simplify entry process and improve international transport system system

• creating a cruise product linking Korea, China, and Japan (namely,

"Oriental Cruise")

41 41 41 41 41 41 41 41

• 3. Strengthen intra
• 3. Strengthen intra-
• regional and inter

regional and inter-

• Korean tourism cooperation

Korean tourism cooperation

• Expand intra

Expand intra-

• regional tourism cooperation

regional tourism cooperation

For tourism cooperation within the region, Korea needs to :

• Regularly hold "Korea-China-Japan Tourism Ministerial Meetings“
• Create a "Northeast Asia Tourism Promotion Commission "that

would develop joint strategies to attract international tourists, and expand tourism exchanges within the region

• Form an "ASEAN + 3 private sector commission"

42 42 42 42 42 42 42 42

Boost Korean peninsula's tourism competitiveness

• form an inter-Korean tourism cooperative body
• jointly research and develop both Korea's tourism resources, and

create comprehensive plans for development, conservation, and use of tourism resources

• open up more areas for inter-Korean tourism, and develop a program

exchanging inbound tourists

• vitalize tourism business around Mt. Geumgang and Gaesung industrial

complex

Expand inter Expand inter-

• Korean tourism cooperation

Korean tourism cooperation

43 43 43 43 43 43 43 43

Thank You Thank You See you again ! See you again !