Transcript Document

The Korean
Outbound Market
The Korean Outbound Traveler
(1993-2003)
Korean Outbound Travelers
2003
7,086,323
2002
7,123,407
2001
6,084,476
2000
5,508,242
1999
4,341,546
1998
3,066,926
1997
4,524,159
1996
4,649,251
1995
3,818,740
1994
3,154,326
1993
2,419,930
0
Tourism Expenditure (US$1,000)
8,135,900
9,037,900
6,547,000
6,174,000
3,795,400
2,640,300
6,261,539
6,962,847
5,902,693
4,088,081
3,258,907
2000000
4000000
6000000
8000000
10000000
Source: www.knto.or.kr
The Korean Outbound Traveler
TOP TEN OUTBOUND DESTINATIONS
(2002 – 2003)
1,560,581
China
1,435,959
Japan
679,196
USA
288,468
210,609
Australia
172,552
Singapore
136,615
Germany
129,291
Canada
123,250
581,514
303,867
253,692
160,867
188,471
118,552
2003
2,
00
0,
00
0
1,
80
0,
00
0
1,
60
0,
00
0
1,
40
0,
00
0
1,
20
0,
00
0
1,
00
0,
00
0
00
0
80
0,
00
0
60
0,
00
0
40
0,
00
0
127,686
20
0,
0
Hong Kong
1,266,116
692,407
575,173
Thailand
Philippines
1,722,128
2002
Source: www.knto.or.kr
The Korean Outbound Traveler
TOP TEN OUTBOUND DESTINATIONS Market Share (2002 – 2003)
22.02%
China
20.26%
Japan
9.58%
USA
8.12%
Thailand
Philippines
Hong Kong
24.18%
4.05%
2.97%
Australia
2.44%
Singapore
1.93%
Germany
1.82%
Canada
1.74%
17.77%
9.72%
8.16%
4.29%
3.56%
2.26%
2.65%
1.66%
0%
1.79%
5%
10%
15%
2003
20%
25%
30%
2002
Source: www.knto.or.kr
The Korean Outbound Traveler
Korean Outbound Traveler by Region (2001 – 2003)
6.21% of the Arrivals to Asia goes to the Philippines in 2003
1
66.28%
63.96%
66.30%
1
1
0
0
0
6.49%
0
0
11.54%
11.75%
13.37%
4.66%
11.22%
6.17%
5.00%
Asia
Europe
10.48%
4.84%
0.27%
2002
Americas
6.58%
0.29%
0.30%
2001
10.50%
2003
Oceania
Africa
Crew
Source: www.knto.or.kr
The Korean Outbound Traveler
The Korean Arrivals to ASEAN (2002 – 2003)
2002
2003
1000000
581,514
288,468
110,848
100000
188,471
90,885
55,654
10000
3,894
417
344
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or
Ph
ili
e
303,867 136,615 575,173 112,672
pp
in
es
3,072
ar
a
ay
si
La
o
59,930
M
ya
nm
584
s
105,266
In
do
ne
si
a
Ca
m
un
ei
Br
4,804
bo
di
a
854
100
M
al
1000
2,974
Source: www.knto.or.kr
The Korean Outbound Traveler
Korean Outbound Traveler by Mode of Transportation (2003)
By Sea (5.56%)
By Air (94.44%)
0%
12.98%
66.47%
4.10%
45.34%
20%
Incheon
20.55%
0.16%
40%
Gimhae
60%
Jeju
Others
50.40%
80%
100%
Busan
Source: www.knto.or.kr
The Korean Outbound Traveler
Seasonality of Travel
0
0
0
10.29%
10.47%
8.77%
0
0
6.83%
7.33%
8.83%
7.21%
7.68%
4.79%
5.08%
8.08%
7.71%
8.34%
10.18%
7.39%
10.92%
8.23%
7.33%
7.41%
7.65%
8.05%
9.15%
9.03%
8.71%
8.51%
8.15%
7.85%
7.31%
7.95%
8.59%
10.86%
7.55%
0
0
11.20%
10.65%
8.33%
7.59%
2001
2002
r
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ct
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r
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be
Au
gu
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Ju
ly
Ju
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M
ay
l
Ap
ri
ch
M
ar
y
Fe
br
ua
r
Ja
na
ur
y
0
2003
Source: www.knto.or.kr
The Korean Outbound Traveler
By Gender
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
58.99%
59.30%
41.01%
2001
58.44%
40.70%
2002
Male
41.56%
2003
Female
Source: www.knto.or.kr
The Korean Outbound Traveler
Age Distribution
Percentage %
30
24.7
25
18.3
20
15
24
13.3
11
8.8
10
5
0
0-20
21-30
31-40
41-50
51-60
61 above
Age
Source: DOT Korea
The Korean Outbound Traveler
Occupation
36.60%
Percentage %
40.00%
36.00%
30.00%
20.00%
12.10%
6.30%
10.00%
1.00%
2.20%
5.70%
0.00%
Occupation
Civil Servant
Office Workers
Sales Service
Students
Others
Unemployed
Educators
Source: DOT Korea
The Korean Outbound Traveler
Korean Outbound Average Daily Expenditure
180
$167
$150
160
140
$126
$137
120
100
80
60
40
20
0
2001
2003
FIT
Package
Note: Survey is conducted every 2 years only, info on 2002 is not available
Source: A Survey on Travel & Leisure Patten in 2003, KNTO
The Korean Outbound Traveler
Average Daily Expenditure on Major Items
(Korean Outbound 2001 VS 2003)
45%
38.63%
40%
35%
32.58%
30%
25%
22.79%
20.84%
20%
15%
11.64%
10%
13.70%
11.02%
8.27%
11.64%
11.39%
9.50%
8.00%
5%
0%
2003
2001
Accommodation
F&B
Airfare
Transportation
Entertianment
Shopping
Source: A Survey on Travel & Leisure Patten in 2003, KNTO
The Korean Outbound Traveler
Korean Outbound Purpose of Visit
Convention
Others
1.04% 8.42%
Official
0.42%
10.29%
VFR
Pleasure
53.88%
Business
25.95%
Source: www.knto.or.kr
The Korean Outbound Traveler
The Major Travel Activities
0
20
40
60
80
100
City Sightseeing
92
Shopping
89
Nature Sightseeing
86
Industrial Inspection
Tours
6
Climbing/Camping/Hiking
6
Historic Site Visits
49
Entertainment/Health
47
Casino
4
Festival
23
Golf
4
Beach
13
Spa
Others
10
1
Sources: A Survey on Travel & Leisure Patten in 2003, KNTO
The Korean Outbound Traveler
Summary of the Korean Traveler to the World 2003
Arrivals: 7,086,323 ( - 0.52% from 2002 )
Top 3 Favorite Destinations in the World:
China
: 1,560,581 (22.02%)
Japan
: 1,435,959 (20.26%)
USA
: 679,196 ( 9.58%)
Top 3 Favorite Destinations in ASEAN:
Thailand
: 575,173 (8.12%)
Philippines
: 303,867 (4.29%)
Singapore
: 136,615 (1.93%)
Asia has the bulk of the Korean
Outbound Traveler, 66.3% market
share or 4,697,884 of the total
Korean Outbound.
Majority travel during July and August.
Mode of Travel:
94.44% travel by air
5.56% by sea.
The Korean Outbound Traveler
Summary of the Korean Traveler to the World
Male: 58.44%
Female: 41.56%
Usually an Office Worker (36.6%)
Expenditures:
airfare (38.63%)
hotel (20.84%)
F&B (11.64%)
Shopping (11.39%)
Main Purpose of Travel
Pleasure (53.88%)
Business (25.95%)
VFR
(10.29%)
Age Bracket:
31-40 (24.7%)
41-50 (24%)
FIT
Package
: US$150
: US$137
Favorite Activities
Sightseeing
Shopping
Visiting historical sites.
Travel information from Travel
Agencies and Internet
The Korean Traveler
to the Philippines
The Korean Outbound Traveler
Korean Arrivals to the Philippines
(Seasonality of Travel)
0
0
0
10.79%
9.52%
9.84%
9.69%
9.69%
4.45%
9.16%
7.52%
7.06%
8.28%
4.43%
7.48%
5.80%
9.01%
9.84%
8.53%
8.25%
8.62%
8.00%
7.49%
6.75%
9.39%
9.21%
8.63%
7.87%
6.55%
0
0
11.26%
7.06%
0
0
10.72%
8.85%
9.64%
9.19%
6.95%
6.69%
10.73%
7.06%
2001
2002
r
D
ec
em
be
r
N
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be
O
ct
ob
er
r
Se
pt
em
be
Au
gu
st
Ju
ly
Ju
ne
M
ay
l
Ap
ri
ch
M
ar
y
Fe
br
ua
r
Ja
na
ur
y
0
2003
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Korean Arrivals to the Philippines by Gender
70%
60%
50%
40%
58.23%
57.48%
56.89%
43.11%
41.77%
42.52%
30%
20%
10%
0%
2001
2002
Male
2003
Female
Source: www.knto.or.kr
The Korean Outbound Traveler
Occupation of Korean Traveler to the Philippines
Percentage%
30
25
27.7
22.3
20
15
10
8.2
5
10.3
9.2
8.2
4.3
2.1
0.7
0
2.1
0.4 0.7
0.7 1.1
2.1
Businessman
Manager/Consultant
Professional/Technical Worker
Clerical Worker
Sales Worker
Teaching Occupation
Government Official
Military
Artistic Occupation
Production Worker
Student
Retired
Priest
Others
Unspecified
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Average Daily Expenditure on Major Items (Philippines 2003)
36.69%
Accommodation
18.44%
F&B
Guided Tour
0.22%
Entertainment/Recreation
Local Transport
10.55%
8.07%
26.05%
Shopping
Miscellaneous
0%
10.69%
10%
20%
30%
40%
Percentage %
Ave. Daily Expenditure : US$132.63
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
52.8%
0.6
0.5
0.4
0.3
0.2
0.1
0
24.8%
O
th
er
s
3.5%
Fr
ie
nd
s/
R
el
a.
..
ar
te
l
Ap
os
te
H
ut
h
Yo
9.2%
4.3%
1.4%
l
nn
Pe
ns
i
on
/I
rt
es
o
R
ot
el
3.9%
H
Percentage%
Type of Accommodation
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Purpose of Visit (Philippines)
Corporate Meeting
Convention
Studies
1.8%
1.8%
2.8%
VFR
16.7%
42.9%
Pleasure
Business
34.0%
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Most Visited Places in the Philippines 2003
Manila
40.1
Cebu
31.4
Boracay
13.7
Clark
9.8
Subic
5
0
10
20
30
Percentage %
40
50
The Korean Outbound Traveler
Ave. Length of Stay
In the Philippines
: 7.54 nights
Within Metro Manila : 4.53 nights
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Travel Arrangement
Independent Traveler – 86.9%
Packaged Tours – 13.1%
Frequency of Visit
First Visit – 53.5%
Repeat Visit – 46.5%
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Main Source of Information
70
60
50
40
30
20
10
0
65.3
12.4
12.4
1.7
1.7
1.7
1.7
0.8
Friends/Relatives/Bus. Assoc.
Travel Agents
Travel Books
Travel Brochures/Posters
TV/Radio/Cinema
Previous Visit
Tourism Promo
Myself
2.5
Unspecified
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Things Liked Most About Visit to the Philippines
39.4
Warm Hospitality
4.6
Good Climate
30.9
Beautiful Scenery
11
Good Food & Liquor
21.3
Others
6.4
Everything
5.7
Unspecified
0
10
20
30
40
50
Percentage %
Source: Annual Visitors Sample Survey 2003
The Korean Outbound Traveler
Summary of the Korean Traveler to the Philippines
Arrivals: 303,867 (5.34% increase from 2002)
Philippines market share - 4.29%
Out of the 66.3% (4,697,884)
Korean arrivals in Asia, 6.21%
goes to the Philippines.
Peak months: November,
December, January, July and August
Ave. Daily Expenditure: US$132.63
Expenditure:
Accommodation (36.69%)
Shopping (26.05%)
F&B
(18.44%)
Hotel for their
accommodation (52.8%)
Male: 57.48%
Female: 42.52%
Professional / Technical worker - 27.7%
Businessmen - 22. 3%
Purpose of Travel:
Pleasure (42.9%)
Business (34%)
VFR (16.7%)
The Korean Outbound Traveler
Summary of the Korean Traveler to the Philippines
First time visitors (53.5%)
Repeat visitors: (46.5%)
Top 5 Favorite Places:
Manila (42.9%)
Cebu (31.4%)
Boracay (13.7%)
Clark (9.8%)
Subic (5%)
Travel Information from friends,
relative and business
associates (65.3%)
Average Length of Stay: 7.14 nights
within Metro Manila: 4.53 nights
Independent Traveler (86.9%)
Package Tour (13.1%)
Motivated by:
Warm hospitality of Filipinos (39.4%)
Beautiful sceneries (30.9%)
5 out of the Top 10 Korean Wholesalers
are selling Philippine Packages
Kamsa Hamnida !!!
Prepared by:
Korea Task Force Team
Ms. Marico Basco Ebron – PCVC
Mr. Sunny Cho – DOT Korea
Ms. Renee Marie Reyes – DOT
Mr. Rene Reyes - DOT
Ms. Marivic Sevilla – PCVC
Mr. Andy Pagaduan – PCVC
Ms. Rhea Torres – DOT
With the help of Private Sector:
PAL – Korea
Korean Embassy
United Korean Filipino Association
No. 1 Tours
Hana Travel & Tours