‘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.