Korea MICE Tourism Baojian Case. - Republic of Korea -
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1 Korea MICE Tourism Baojian Case - Republic of Korea -
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4 Baojian - Incentive Tour Group China s first direct sales (Multi Level Marketing, MLM) Deals with everyday necessities, healthcare and beauty products No. of Participants: 10,595 persons -Divided into 8 tour groups Visited Seoul and Jeju Island -5 days and 6 nights, Sep 13-28, 2011
5 Background Enhance awareness as a travel destination by attracting incentive group and providing systematic support Encourage re-visit of the incentive group through high satisfaction level and support Expand support on large-scale MICE events
6 Initial Challenges & Solutions Less known to Baojian - Korea as a travel destination Solution Provide support to key decision makers Limited accommodations Solution Divide 10,595 participants into 8 tour groups
7 Obtain information from Beijing Office KTO s CEO visits China and meets with CEO of Baojian Intent to Bid is sent in the name of KTO s CEO Receive letter from Baojian s CEO on hopes to host event during CEO s Presidential term Japan is chosen as the final destination
8 KTO s CEO invitation letter delivered Baojian s CEO accepts KTO CEO s invitation Baojian group cancels event in Japan KTO s CEO Invites Baojian s CEO Hallyu star s welcome message delivered
9 nd Bidding of Agency Successful bidding Baojian sends written confirmation 1 st pre-visit by Baojian (Japan s radiation danger dispelled) Support event celebrating 15 th anniversary of Baojian 2 nd pre-visit by Baojian (Sign agreement)
10 Strategies Active efforts of KTO s CEO and local government chiefs Message delivery to host Baojian incentive tour group Amicable and lasting relations among KTO s CEO, local government chiefs and Baojian Joint charity project -Invited Chinese children of low income families Invited Baojian CEO s couple
11 Strategies Cooperation with relevant domestic governing bodies Welcoming messages by Hallyu (Korean Wave) Stars to key decision makers (2010) Hospitality Promotion of Korea as a tourist destination (2011) Simplification of visa procedures
12 Visa Application Simplified Simplified visa application process for Baojian tourists Provided independent visa application qualification to the Korean Embassy in China
13 Baojian s 1 st Site Inspection April 13-18, 2011 in Jeju Island, Seoul Participants: 5 from Baojian (incl. CEO of Baojian), 4 from CITS MICE Support: -Provided tour program information -Partial support for accommodation -MOU signed for Jeju Island as New7Wonders of Nature -Visit Ministry of Culture, Sports, and Tourism's Minister -Visit CEO of KTO
14 Support 15 th Anniversary of Baojian Support: -Remembrance of 15 years of Baojian -Acknowledgement by Baojian's CEO -Performances and collaborative programs of students and employees -Future strategy of Baojian and 2011 incentive tour introduction -Fundraised donation delivery presentation -VIP, Jeju government and KTO's CEO s welcome video message
15 Baojian s 2 nd Site Inspection May 25-31, 2011 Participants: 4 people from Baojian, 2 People from CITS, 4 from land operator Support: -Partial support of accommodations -No shopping commission, guide fee -Selection of one representative by sector from 4 travel agencies -Selection of media representatives for smooth promotion -Signed MOU of Baojian, CITS, 4 Land Operators
16 Day Itinerary Activities 1 China Korea Airport welcome event -Special/Airport/VIP welcome 2 Kimchi & Hanbok experience Baojian General Meeting Support Baojian s General Meeting (8 times) -Welcome message by CEO, vice president, auditor, MICE Bureau s executive director 3 Jeju Island tour 4 Duty-free shopping, Everland tour Baojian St. unveiling ceremony -Welcome speech by KTO s CEO Monitoring & Press coverage support (during entire tour period) 5 Seoul tour Shopping (Duty-free, Dongdaemoon, etc) Welcome banner on KTO HQ building 6 China Korea Perform survey (1,412 persons)
17 Special Airport Welcome Welcome message and performance Souvenir (200 roses) provided Official event (Welcome message, flower leis) 'Chuseok' Performance (Rice cake provided) Large back wall and welcome sign Greeting from KTO s CEO and personnel with Korean traditional outfit, Hanbok
18 Airport Welcome Event Baggage claim multi cube advertisement Large welcome sign Hanbok help and group picture Bouquet of flowers to group representatives
19 VIP Special Airport Greeting Location: Incheon International Airport, Gimpo International Airport, Jeju International Airport 27 VIP guests from Sep 13-17, 19-20, Special gate and guide (Premium Pass) Souvenir (Samsung Digital Camera) Welcome Letter
20 Baojian General Meeting
21 Factors Overall satisfaction on visit to Korea Baojian (A) China (B) Difference (A)-(B) % Satisfaction increased 15 % Immigration procedure % Accommodations % Food % Shopping % Attractiveness of tourist attractions % * (12% of total participants, 1,412 persons)
22 Direct Expenditure 28.6 bil won Satisfaction 4.59 / 5.0 Production Effect 51.6 bil won Baojian Published Articles 127 articles Korea Tourism Development As a Catalyst Awareness of incentive travel s economic effect provided to Korean public One person purchases suits worth 300 million, clean sweeps Rolex watches (Dong-A Ilbo, Aug. 19) National consensus is formed regarding the need to improve Korea s preparation to receive foreign tourists Chinese tourists are coming, time to revamp the software (JoonAng Ilbo, Sept. 15)
23 Role of Korea s tourism development as a catalyst Provide national awareness regarding the economic effects of incentive tourists Form national consensus regarding the need to improve the Korea s preparation to receive foreign tourists The most important element is the cooperation among relevant bodies, industries, and industry professionals as well as networking and exchange of information
24 II
25 II. Upcoming Incentive Tour Groups Baojian 2013 (Re-visit) Re-visit from Baojian Group confirmed for 2013 No. of Participants: 15,000 Destination: Busan (First visit was Jeju)
26 II. Upcoming Incentive Tour Groups Amway China & Taiwan Amway China & Taiwan s joint incentive group tour confirmed for 2014 No. of Participants: 25,000 Destination: Jeju
27 II. Upcoming Incentive Tour Groups City of Busan & Jeju on Incentive Tours Enhanced awareness on significance of attracting mega-size incentive tour groups and its economic ripple effect More active participation from the city of Busan and Jeju in attracting future incentive tour groups
28 Korea MICE Bureau Your Inspiring Partner
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