Travel Alberta

CTC Brings Influencers to Bear in South Korea Market

The fully independent traveller (FIT) sector is growing rapidly in South Korea. These travellers want to plan their own trips, seeking off-the-beaten track experiences in contrast to Canada’s traditional icons.

To capitalize on this adventurous independent spirit, the South Korea office of the Canadian Tourism Commission (CTC) has launched its 2015 SNS (social networking services) Influencer Program. This year’s bloggers are the best of the best from previous programs, allowing CTC and partners to invest more significantly in content distribution. Another subtle change will see the influencers travelling in groups, rather than by themselves, to help them capture better photos and videos.

The influencers will fan out across Canada for the rest of 2015, on the hunt for unique experiences in Yukon, British Columbia, Alberta, Saskatchewan, Ontario, Quebec, Nova Scotia and New Brunswick. Those exciting tales will then be shared with a substantial and eager South Korean audience via stories, images and videos on their blogs, social media and CTC’s Facebook wall.

Since South Koreans are some of the world’s most avid internet users, which has a major bearing on how they research and share travel experiences, the 2015 program aims to show off the rich variety of Canadian cultural, culinary and urban travel experiences.

Cue drum roll: meet the 13 bloggers: Park, Jaejin, Lee, Jong Seok, Lim, Jin Oh, Jo, Seong-min, Song, Eunah, Son, Manki, Lee, HyunJu, Lee, Minji, Park, JoonYeub, Park, Chulmin, Lee, Jooyoung, Jung, Jihyun and Jun, Hyewon.

CTC-South Korea drew in a broad cross-section of Canadian tourism-industry partners for the SNS Influencer 2015 Program: Destination British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Tourisme Québec, Tourism Saskatchewan, Tourism Yukon, Tourism New Brunswick, Tourism Nova Scotia, Air Canada, Delta Air Lines, VIA Rail and Alamo.

  • Sales pitch: Looking to keeping awareness of Canada high among South Korean consumers, CTC’s South Korea team led a two-day roadshow in Seoul and Busan in April. Working alongside Canadian tourism industry partners, the program highlighted new products in Canada, and enabled a series of one-to-one meetings and informal evening networking for more than 110 South Korean travel agents, tour operators, airlines and media.
  • Independent thought: CTC-South Korea has added a new blog, aimed at fully independent travellers, to its consumer website, which is already drawing plenty of traffic. Here, South Korean travellers can find travel itineraries, media articles, events and lots more Canada travel inspiration. Later in the year, CTC-South Korea will introduce stories around restaurants, local tours and attractions.


Canadian Tourism Commission