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Ajankohtaista tietoa Etelä-Korean matkailusta

Olemme keränneet Suomen matkailuelinkeinolle ajankohtaista tietoa, tulevaisuuden näkymiä ja muuta hyödyllistä materiaalia Etelä-Koreasta matkailumarkkinana. Englanninkielinen markkinakatsausmateriaali päivitetään kaksi kertaa vuodessa

Updated August 2021

Finland's position in the market

Finland is not well known as a travel destination, and many consumers do not know what they can do if they travel to Finland. However, Finland is famous in the market for it's education system, nature, welfare, and cleanliness. Finland is often visible on TV in various documentaries, often as a benchmark country, and even in some entertainment shows. Visibility in papers and social media to a lesser extent.

Accessibility to Finland is one of our strengths as we have direct flights via Finnair, with shortest flights among European countries. Korean travelers are also visa-free to visit Russia, which is a boost for travelers continuing to Finland from Russia.

Finland is often combined with other Nordic countries in a multi-country itinerary, thus we are mainly competing with the other Nordic countries for overnight stays. Russia is also commonly combined with the Nordics. In the winter season we have the advantage as Finland is during winter considered more as single-country destination, and other Nordic countries are less popular in the winter. During winter we compete with Iceland and Canada for visitors. In terms of our offering, Switzerland can be considered as another year-round competitor with similar travel motivations.

The pandemic has not yet influenced our position, but we expect that Finland and the Nordics will gain more popularity in the post-Corona era as we are considered more safer countries to travel to.

Consumer trends and behavior

Consumers have been focused on domestic travel and very much avoiding overseas travel during the pandemic. Overseas holidays have been virtually non existant during the whole pandemic. Instead, consumers have been turning to domestic resorts in Jeju, Busan, Yeosu, Gangreung, etc. and many of them have been fully booked during the popular travel times. Staycations and relaxing stays in local hotels without travel have also been highly trending. Travel agencies have been unpopular as majority book their domestic travel independently through platforms such as, yanolja,, etc.

What consumers look from Finland in the post-corona era is clean air and nature, unique activities, and once-in-a-lifetime experiences (auroras, white nights). The best way to serve the travelers is by providing clear and detailed information about services and arrangements, preferably having it available in Korean language.

Industry update and distribution channels

Majority of outbound travel agency employees are still on leave until September. Some employees have started returning to plan marketing activities for countries with no quarantine requirements and the post-Corona era. Biggest distribution channels are more or less the same as pre-Corona, the largest travel agencies include Hanatour, Modetour, Yellow Balloon Tour, Interpark Tour.

Accessibility update: Finnair is expected to open new direct flight route between Korea's 2nd biggest city Busan and Helsinki during Q4/2021. Depending on the corona situation it may be delayed to Q1 of 2022. Flights with a transfer remain unlikely option until corona situation improves globally.

Finland travel USP's

Most relevant USPs for South Korean market are: Healthy & Safe travel, reconnect with the nature, and find your happiness. For the healthy & safe travel, we have a clear advantage in the market due to our country image in consumers' minds. Our nature and happiness are strong points for marketing, but need more work to raise consumer awareness in how that can be felt and experienced through travel.

Our natural phenomenons of auroras and white nights are another very strong selling points, especially for the winter season auroras are the most important selling point.

Sustainability is still a lesser theme in travel in South Korea with low awareness of sustainability when it comes to the travel industry.

Future outlook and upcoming season

As the vaccination has been slow in South Korea, we don't expect many Korean visitors during the latter half of 2021. We expect the demand to pick up from spring season of 2022 when majority of the population will have been vaccinated. Currently the destinations sold by local travel agencies is limited to quarantine-free destinations for fully vaccinated travelers, such as Hawaii, Guam, Maldives.

Finland and the Nordics will have an advantage as we are thought of as more safer countries than majority of global destinations. There are no major changes in target groups; younger generations (20-30s) and families with children remain the main target groups. Group travel is expected to decrease even more, as travelers prefer independent travel (still booked through local TA:s for safety reasons).


Etelä-Korea matkailumarkkinana

Talvella revontulet houkuttelevat Suomeen. Kohderyhmiä ovat nuoret 20-30-vuotiaat sekä lapsiperheet.

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Edustajamme markkinalla

Account Manager

Tarja Koivisto

+358 40 546 4949

Kiina, Japani, Korea, Intia, lentoyhtiöyhteistyö, isot projektit

Program Coordinator

Jani Toivanen