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Japan & South Korea

Tourism Australia’s activities in Japan and South Korea are managed from offices in Tokyo and Seoul.





Japan

In 2016, Japan was Australia’s sixth largest inbound market for visitor arrivals, fifth largest market for total visitor spend and ninth for visitor nights. Visitors from Japan generated $1.7 billion in total expenditure in 2016. The Tourism 2020 strategy estimates that the Japan market has the potential to grow to between $2.7 billion and $3.3 billion in total expenditure by 2020.

Japan Market Update 2017

Market profile and trends

Consumer insights

  • Consumer profile research into how Japanese consumers view Australia and what motivates them to visit the country.
     



South Korea

In 2016, South Korea was Australia’s ninth largest market for visitor arrivals, sixth largest market for total visitor spend and visitor nights. Visitors from South Korea generated $1.6 billion in total expenditure in 2016. The Tourism 2020 strategy estimates that the South Korean market has the potential to grow to between $2.8 billion and $3.4 billion in total expenditure by 2020.

South Korea Market Update 2017

Market profile and trends

Consumer insights

  • Consumer profile – research into how South Korean consumers view Australia and what motivates them to visit the country.

Case study

South Korea Campaign Case Study