South Korea Market Spotlight
South Korea Market Profile (2024 Full Year)
Population (million)
GDP per Capita (USD)
Arrivals to Hong Kong
Market UpdateTourism Statistics Database
* For the individual breakdown of tourism statistics by key source region/ market, please refer to the section "Tourism Performance".
Holiday Calendar
Target Segments
- Young
- Major outbound traffic (20s - 30s)
- FIT preference and high repeaters
- Least influenced by economic conditions
- Least influenced by elections
- Internet savvy, smartphone and SNS users
- Area of interest: fashion, TV drama, trendy shopping, fine dining, fun with friends
- Middle-aged Ladies (40s)
- No.1 growth rate: 40s (+17.4%) > 30s (+11.8%)
- Emerging as a major consumption segment despite economic recessions
- Life pattern change: traditionally parental supporting for children → spending money for themselves, more attention to quality of life
- Primary – Seoul, Busan
- Secondary – Daegu, Kwangju, Jeju
Flight Schedule Monthly Update
| Weekly flight capacity between Hong Kong and South Korea (for ) | ||
|---|---|---|
| Airline | Flight itinerary | No. of Flights per Week* |
* Subject to change
Source: Hong Kong Civil Aviation Department
Trade Activities Handout
Major Marketing Activities
Joint Trade Seminar in Seoul with MGTO (20 February 2024)
In collaboration with MGTO, approximately 100 travel industry representatives and media were invited to present and share the 2024 marketing plan to mark the beginning of the new year.
Trade Co-op for Promoting the Hong Kong Outdoor Festival (February – March 2024)
A joint promotion was carried out with nine travel agencies to promote the Hong Kong Outdoor Festival. The outdoor theme and targeted promotions had a positive impact on airline ticket sales.
Seoul Bar and Spirit Show (3 - 5 May 2024)
The Seoul Bar & Spirit Show is the premier high-class liquor exhibition in Korea, leading industry culture and trends as the nation's foremost spirit showcase, this event provided an excellent opportunity to showcase Hong Kong as the nightlife capital of Asia, highlight unique local beverages, and promote the Hong Kong Wine & Dine Festival scheduled for the end of October.
- No. of visitors: 33,742 pax
- No. of participating companies: 166 companies and 241 brands
- No. of booth: 154
Trade agents Familiarisation Tour (31 May - 3 June 2024)
Seven travel agencies capable of planning and selling affordable luxury Hong Kong travel products were invited to explore affordable luxury-themed experiences, assessing their potential in the Korean market:
- A total of seven travel agencies participated, accompanied by one escort from CX.
- The tour provided a valuable opportunity to experience affordable luxury products and evaluate their viability in the Korean market.
2024 Hong Kong Travel Mission to Korea (12 June 2024)
- A total of 59 Korean companies registered in the PSA system, with 29 teams in the morning and 30 teams in the afternoon, having business discussion with 45 Hong Kong Trades.
- Including companies that attended without registering in the PSA system, a total of 67 Korean companies (including nine airlines) and eight media participated, with 138 attendees in total.
- As this was the first Travel Mission held in Korea since the pandemic, there was great enthusiasm from both sides, and the PSA system received positive feedback for facilitating more productive meetings.
Hong Kong Travel Month - GOHK (January - March 2024)
A targeted promotion for the MZ generation was executed to promote Hong Kong's outdoor and nature offerings, featuring activities such as Sunset City Yoga, Urban Night Running, and Dragon's Back Trekking.
- Exposure in 30+ online media
- Over 100 organic social post through outdoor KOLs
