Airlines take part in tourism promotion


Flying is one of the key factors in the tourism industry, and the nation’s two flag carriers are vying with each other in tourism promotion in cooperation with the tourism authorities.

Such moves are expected to help attract foreign travelers and improve the “tourism balance” in a win-win strategy taking advantage of the airlines’ global networks and the authorities’ official support.

Korean Air and Seoul Metropolitan City have agreed on joint overseas marketing to attract tourists.

Korean Air President Lee Jong-hee and Seoul Mayer Oh Se-hoon signed a contract at Oh’s office Tuesday to hold joint promotions for Korea in major overseas tourism markets.

The carrier will promote tourist packages for Seoul through its 115 branch offices worldwide and in 500,000 monthly copies of its in-flight magazine Morning Calm, as well as develop travel programs, such as those for stopover passengers, jointly with the city government.

When Seoul holds press trips for foreign journalists, the carrier will provide them with airfare discounts. Foreign passengers on the airline’s flights bound for Korea will also be given an English guidebook to Seoul, which will introduce its tourist attractions and up-to-date trends.

To passengers who use the airline’s stopover program, the city will offer discounts for admission at attractions run by the local government. It will also introduce Korean Air on a special edition of Lonely Planet, which it plans to make together with the world’s most famous travel guidebook company.

“We’ll spread Seoul’s attractiveness by actively using Korean Air’s international network, Morning Calm, and in-flight video programs,” Lee said.

Asiana Airlines has also joined hands with the Korea Tourism Organization (KTO).

Asiana Vice Chairman Park Chan-bup and KTO President Oh Jee-chul signed a contract at the KTO headquarters, Tuesday.

The carrier’s 50 aircraft operating to 65 cities in 21 countries will be adorned with the symbol of “Korea, Sparkling,” the nation’s tourism brand, for one year. Asiana’s corporate identity (CI) and images of its aircraft will also be used in KTO’s overseas advertisements.

The airline will promote Korea’s tourism through its in-flight magazine and Web site.

The two will also develop travel programs and have joint promotions. The airline will offer plane tickets to overseas journalists and travel agents when the carrier and the tourism body jointly invite them.

“With these detailed, practical agreements, this cooperation will be a model win-win strategy, creating synergy by cross-using the two sides’ promotional methods,” Asiana vice chairman Park said.