Korea MICE Tourism

Baojian Case

- Republic of Korea -

Ⅰ

I. Baojian Case

I. Baojian Case

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

I. Baojian Case

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

I. Baojian Case

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

I. Baojian Case

2009. 3

Obtain information

from Beijing Office

Intent to Bid is sent

in the name of KTO’s

CEO

Japan is chosen

as the final

destination

Receive letter from

Baojian’s CEO

on hopes to host

event during CEO’s

Presidential term

KTO’s CEO visits

China and meets with

CEO of Baojian

2009. 11 2010. 3 2010. 3 2010. 5

I. Baojian Case

KTO’s CEO

Invites

Baojian’s CEO

Baojian’s CEO

accepts KTO

CEO’s invitation

Baojian group

cancels event

in Japan

Hallyu star’s

welcome

message delivered

KTO’s CEO

invitation letter

delivered

2010. 8 2010. 9 2010. 9 2010. 10 2010. 10

I. Baojian Case

2nd Bidding of

Agency

Successful bidding

Baojian sends

written confirmation

2010. 11 2010. 12

1st pre-visit

by Baojian

(Japan’s radiation

danger dispelled)

Support event

celebrating 15th

anniversary of

Baojian

2nd pre-visit

by Baojian

(Sign agreement)

2011. 4 2011. 5 2011. 5

I. Baojian Case

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

I. Baojian Case

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

I. Baojian Case

Visa Application Simplified

Simplified visa application process for Baojian tourists

Provided independent visa application qualification to the Korean Embassy in China

I. Baojian Case

Baojian’s 1st 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

I. Baojian Case

Support 15th 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

I. Baojian Case

Baojian’s 2nd 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

I. Baojian Case

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 Baojian St. unveiling ceremony

-Welcome speech by KTO’s CEO

4 Duty-free shopping, Everland tour 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)

I. Baojian Case

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

I. Baojian Case

Airport Welcome Event

Baggage claim multi cube advertisement

Large welcome sign

Hanbok help and group picture

Bouquet of flowers to group representatives

I. Baojian Case

VIP Special Airport Greeting

Location: Incheon International Airport, Gimpo International Airport, Jeju International Airport

27 VIP guests from Sep 13-17, 19-20, 22-23

Special gate and guide (Premium Pass)

Souvenir (Samsung Digital Camera)

Welcome Letter

I. Baojian Case

Baojian General Meeting

I. Baojian Case

Factors Baojian

(A)

China

(B)

Difference

(A)-(B)

Overall satisfaction on visit to Korea 4.59 4.00 0.59 15%

Immigration procedure 4.80 4.10 0.70 17%

Accommodations 4.74 3.97 0.77 19%

Food 4.54 3.88 0.66 17%

Shopping 4.47 4.06 0.41 10%

Attractiveness of tourist attractions 4.58 3.82 0.76 20%

* (12% of total participants, 1,412 persons)

Satisfaction increased 15 %

I. Baojian Case

Production Effect 51.6 bil won

Direct Expenditure 28.6 bil won

Published Articles 127 articles

Baojian

Satisfaction 4.59 / 5.0

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)

I. Baojian Case

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

II

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)

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

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

Korea MICE Bureau

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