Delivered by Ignite Research at the end of 2024, the study reveals that South Korea is poised to become an increasingly popular destination for New Zealand travellers in the coming years.
This follows an already positive year which saw 42,177 Kiwis visit South Korea, an increase of 5.6% compared to 2023 (source Korea Tourism Statistics).
More than half of the 547 New Zealand travel agents and brokers who completed the research reported that interest in South Korea has already increased, with 43% noting a slight rise and 7% a significant jump in interest.
Nearly 80% of agents expect an increase in the number of New Zealanders heading to South Korea within the next five years, with 63% predicting a slight uptake and 16% anticipating a substantial surge.
The average knowledge of the destination was 4.1 out of 10, with 43% of travel agents reporting very little knowledge.
The 2025 marketing approach will continue to educate travel agents, build the range of available tour products and showcase Korea to trade and consumers via targeted trade and media partnerships. The aim is to raise the consideration of Korea in the travel plans of New Zealand travellers.
