South Korean TV to market local tourism attractions

13Mar 2018
Beatrice Philemon
The Guardian
South Korean TV to market local tourism attractions

Tanzania is set to lure more holidaymakers and business travellers from South Korea following the decision by a top travel channel in the Asian country to market and promote East Africa’s second largest economy as a top notch tourism destination in Africa.

Tanzania’s new Ambassador to the Republic of Korea, diplomat Matilda Masuka, welcomes the delegations of the two countries when they visited the Tanzania Embassy in Seoul after the first business forum between them in January. Photo: Courtesy of TTB

As part of that strategy, a team of 11 crew members from SKY TV and a top celebrity will visit the country in June to shoot films of different tourist attractions that are only unique to Tanzania.


This travel trade breakthrough is an outcome of the recent Tanzania-Korea Forum that was held in Seoul to promote business and investment opportunities available in the country. The first official forum of its kind between the two countries that took place in January sought to strengthen commercial and economic ties between them.


Currently Tanzania hosts less than 6,000 South Korean tourists. According to latest available data from the Immigration Services Department, Kenya was by 2016 the main source for tourists arriving in Tanzania as it accounted for 18.2 per cent of all international tourist arrivals.


“This is an increase of 18.3 per cent to 233,730 compared to 197,562 visitors recorded in 2015, largely on account of increasing socio-economic interactions. The United States of America was the second largest source market with 6.8 per cent followed by India, which replaced the position of the United Kingdom,” reads the latest Tanzania Tourism Sector Survey titled: The 2016 International Visitors’ Exit Survey Report.


China was the other Asian country in the 2016 top 15 source markets with a share of 2.7 per cent. The 34,472 Chinese tourists were nearly six times more than the 5,941 South Koreans who visited Tanzania in that year.


According to Tanzania Tourist Board (TTB)’s Marketing Director Ernest Mwamwaja, the SKY crew and TV celebrity Jeon Hye-Bin are expected to shoot videos in Zanzibar, Serengeti National Park, Kilimanjaro National Park, Ngorongoro Crater and other areas for marketing and promoting destination Tanzania.


Thereafter, Mwamwaja told Smart Money, the team will produce a film of the country’s tourism potential and the unique attractions it offers that will be aired on the Korean channel. He said Hye-Bin runs a popular adventure travel programme in Korea and has millions of TV and social media fans not only in South Korea but across Asia and the Far East.


Mwamwaja said TTB struck the marketing blitz deal with the management of SKY TV during the first Tanzania -Korea Business Forum, which was held on January 31. Under it, the Koreans agreed to market and promote Tanzania’s tourism attractions in their country and other parts of the world.


The TTB official also said that they expect more South Koreans to visit Tanzania after airing of the film. He said the investment is part of TTB’s strategy to explore and develop new travel trade markets especially in non-traditional visitor sources.


“Tanzania’s tourism industry is thriving and continues to be among the key activities in generating foreign exchange,” notes the survey.


“The tourism industry continued to grow in 2016, with the number of tourist arrivals increasing by 12.9 per cent to 1,284,279 from 1,137, 182 recorded in 2015,” it adds. “Consequently, the country’s tourism earnings rose by 12.1 per cent to US$2,131.6 million in 2016 from US$1,902 million recorded in 2015.”


Currently the sector directly employs close to half a million people and contributes to almost 25 per cent of total export earnings and is one of Tanzania’s fastest growing economic sectors that account for 17.5 per cent of the gross domestic product (GDP).




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