120 Million Won-Spending 'Luxury Tourists' Continue Traveling to Korea

On the 9th, 47 high-end tourists from Brazil arrived by charter flight
On the 30th, 16 participants of Malaysia's 'Korean Gourmet Tour' arrived

Brazil Latitude Private Charter Flight. Photo by Korea Tourism Organization

[Asia Economy Reporter Kim Heeyoon] As international tourism, which had been stagnant due to COVID-19, is actively resuming, so-called “luxury tourists” who seek the best and willingly pay high travel costs are visiting Korea.

According to the Korea Tourism Organization on the 9th, luxury tourists will enter Korea through travel products supported and promoted by the organization from mid-May to early June.

Luxury tourists typically fly business class or higher and stay at 5-star or above hotels or equivalent high-end traditional accommodations. They are defined as tourists who spend roughly over USD 10,000 during their stay or more than USD 1,000 per day on average.

First, on the 16th, 47 Brazilian tourists will arrive at Incheon Airport on a private jet. The travel product they joined is “Latitudes Private Jet Expedition Around Asia 2022,” developed by the Brazilian travel agency Latitude, a high-priced product costing about USD 100,000 per person.

The itinerary, themed around history, culture, religion, and tradition, is scheduled from May 5 to 29, covering eight countries in Europe and Asia. Among the Northeast Asian destinations are Korea and Mongolia. Their stay in Korea is from the arrival date, the 16th, to the 19th, for 3 nights and 4 days.

The schedule in Korea is also designed to experience traditional culture and history. It includes visits to Gyeongbokgung and Changdeokgung Palaces, where traditional architecture and history breathe, Gwangjang Market, Korea’s first permanent market with a 100-year history, and a course to experience temple food and the food philosophy of Venerable Jeonggwan, famous from Netflix’s “Chef’s Table.” It also includes watching a traditional performance by “Jijidaeak,” a tourism venture company selected by the Korea Tourism Organization and a customized traditional arts troupe.

Additionally, from May 29 to June 5, a high-priced package group from Malaysia will visit Korea for 6 nights and 8 days. This travel product named “KOREA GRAND TOUR IN-DEPTH + DELICACY HUNTING” is a Korean gourmet travel theme product led personally by Lee San, founder of Apple Vacations, a Malaysian travel agency specializing in luxury overseas travel products.

The selling price is about 3 to 4 times higher than the typical Korean travel package price in Malaysia, averaging about 7.5 million KRW per person. The 16 customers will use Korean Air business class and stay at 5-star hotels in Korea, visiting Michelin 3-star restaurants and famous eateries in Seoul and Busan to taste the true essence of Korean cuisine such as Hanwoo beef and Ogolgye Samgyetang (Korean ginseng chicken soup).

The Korea Tourism Organization and Apple Vacations have been promoting this product and joint advertising since the second half of last year, and following the announcement on April 1 of the resumption of visa-free travel to Korea, they proceeded with this group’s visit first.

The organization and the travel industry expect that the arrival of overseas luxury tourists will contribute to revitalizing the domestic travel industry. Since luxury tourists typically △ fly business class or higher △ stay at 5-star or above hotels or high-end traditional accommodations △ and spend over USD 1,000 (about 1.27 million KRW) per day during their stay, it helps the tourism balance. The organization explained that especially synergy effects combined with the Korean Wave are anticipated.

Yoo Jinho, head of the Tourism Product Division at the Korea Tourism Organization, said, “During the promotion of travel products to Korea, foreigners’ interest in Korea, heightened through Korean dramas and movies such as BTS, Squid Game, and Minari, is now extending to the high value-added luxury market. We will actively promote Korea’s high-quality cultural tourism content worldwide tailored to market characteristics and focus on promoting Korea as a luxury tourism destination.”