KOREA PRESENTATION

PRESENTED BY HAWAI‘I TOURISM KOREA

2017 KOREA PROGRAM HIGHLIGHTS

KONA Campaign – Offline Promotion

• Hyundai Motors launched new SUV vehicle ‘KONA’

• <Aloha KONA Christmas> promotion in 850 HM branches

• PR value: 2.2M

• HM KONA sales: 10% Up (during promotion period)

KONA Campaign – Trade Promotion

• <Stay Overnight in KONA> – Travel agents sales promotion

• HM sponsored discounted price of KONA

• KONA as top reward

• Incremental arrivals: 6,000 pax

KONA Promotion – Social Media Promotion

• <Enjoy Your KONA>, Destination video production

• Filmed with LG V30, new device

• Total Reach: 1.5M

Taeyang & Hyorin K Pop Star Promotion

• Wedding promotion with celebrity couple

Taeyang, Lead vocal of Big Bang

Hyorin, Korean top actress

• Produced Hawai‘i wedding photo book & video

• Total PR value: $900,000

Taeyang & Hyorin K Pop Star Promotion

Movie Promotion with Jumanji

Movie Premier With SONY PICTURES

2,000 invitees & 1,500 social posts

Online Promotion With Hawaiian Airlines

50,000 reach

KOREA MARKET UPDATE

Korea Country Outlook

Strong Economy

• 2.9% ~ 3% Outlook • KOSPI breaks 3,000

points

S. Korea - US Relations

• The US government’s trade pressure to South Korea

Political Stability

• President Moon’s approval rates - 67% in Feb 2017

Korea Travel Industry Update

ICN New Terminal Post Winter Olympics DL – KE Joint Venture

• Created a combined network serving more than 290 destinations

• Capacity to handle 72 million passengers and 5 million tons of cargo

• Winter Sports in popularity

• European countries' active marketing

Korean Outbound Trips

0

5

10

15

20

25

(M)

2012 2013 2014 2015 2016 2017

2017 Total Outbound trips 26 million (18% ↑)

Average growth % since 1988 12%

Average YOY growth by 2020 8.3%

2018 National Holidays 68 days

Chuseok Holiday Travel Surge 62% ↑

New Government’s vacation policy, to burn off annual leaves, for better welfare

Korean Arrival Forecast & Expenditure

180,000

190,000

200,000

210,000

220,000

230,000

240,000

250,000

260,000

270,000

2015 2016 2017 2018

Arrival

32.8%

0.5%

193,658 257,189 258,398 264,698

Year Spending

($ Millions)

2015 395.4

2016 585.3

2017p 525.3

Visitor Spending

2018p

2018 ICN-HNL Airlift

2018 Total 490,941 seats

7,800 additional seat supplies in

2018 (YoY +1.6%)

Full service carries' LF over 80%

23,650 new seats added by OZ

KE, OZ – Daily Flights

HA, LJ – 5 Flights / Week

2018 UPCOMING PROGRAMS

2018 New Niche Markets

• Adventure: Hiking, surfing, diving, exploring

• Shopping: Luxury goods to craft products Singles

• History/Culture: heritage and a culture

• World class English Education EduTourism

• Golf: Year-round play

• Cuisine: Authentic food and local cuisine Mature

BUSAN Market Activation – Trade Promotion

• Collaborate with airline and travel agency in Busan

• Encourage Busan arrivals to Hawai‘i

• Target arrivals: 11,500 pax

HNL

NRT

KOA

PUS

ICN

30%

YoY Growth

BUSAN Market Activation – Consumer Campaign

Hawai‘i Settings Online Promotion

Offline Event

• Hold <Hawai‘i Lifestyle Month> in collaboration with a luxury department store, Hyundai

• Target high end market in Busan through online and offline events

TASTE of Hawai‘i

Hawai‘i FIT Development with SKT

• SKT Members: 29M

• Industry Collaboration

• Exclusive Hawai'i Page Development

• Hawai'i Lounge in Waikiki

• Target Arrivals: 8,000 pax

Hawai'i CARD

Mother & Daughter Campaign

• Hawai‘i as family destination where mother & daughter will travel together

• Offline Photo contest, online promotion and media coverage

• Total PR value: 1.3M

Hawai‘i Brand Ambassadors

Culinary

Raymon Kim

- Celebrity Chef

SOLO

Son Mi Na

– Celebrity Writer

OUTDOOR

Kim Eun Ji

– Fitness Trainer

• Appoint ‘micro-celebrities’ as Hawai'i ambassador for Korean market.

ROMANCE

Kwak Jung Eun

– Celebrity Columnist

#AlohaEverywhere Aloha Report by Newscaster

UPCOMING OPPORTUNITIES

Hana Tour International Travel Show (Jun 7 – 10)

SAVE THE DATE! 2018 Aloha Media Day

Date : June 11, 2018 (1) Media Forum

• Media Landscape Updates • Networking Lunch

(2)Aloha Night Reception • Hula Performance • Cultural activities • Dinner Reception

Application form will be sent to partners by March 31st.

Mode Tour International Travel Show (Aug 30 – Sept 2)

KAM SA HAM NI DA!