Korea Tourism Organization Targets 20 Million Foreign Tourists Through K-Tourism Roadshow

Korea Tourism Organization aims to attract 20 million foreign tourists through K-Tourism Roadshow

The Korea Tourism Organization is taking steps to achieve its goal of attracting 20 million foreign tourists this year. The organization plans to showcase the appeal of Korean tourism through K-Tourism Roadshows in 25 major cities around the world and implement targeted marketing strategies.

Business Briefing and Strategies

The Korea Tourism Organization recently held a business briefing at the Dragon City Hotel in Yongsan, Seoul, inviting over 250 local government officials, regional tourism organizations, and industry representatives. Various strategies were introduced to attract 20 million foreign tourists, following the recovery of 11.03 million foreign tourists from the previous year.

Focus on Targeted Marketing and Collaboration

Acting CEO Seo Young-chung expressed the organization’s determination to enhance tourism promotion and strengthen cooperation with diverse industries. The plan includes leveraging K-contents for the activation of tourism exports and achieving the goal of attracting 20 million foreign tourists. To accomplish this, the organization will focus on target market marketing, expanding the range of tourism contents, enhancing collaboration with institutions and industries, and promoting regional travel benefits and content.

Long-term Vision and Promotions

Jung Seok-in, Director of Planning and Coordination, stated that the organization aims to become a public institution that enhances happiness through travel and promotes national wealth through tourism by 2028. To achieve this, the organization promised to provide new travel experiences to tourists, support the growth of private-led tourism industries, and contribute to regional development. The Korea Tourism Organization plans to organize K-Tourism Roadshows in 25 cities worldwide, utilizing various Korean cultural contents such as Korean cuisine and Korean dramas.

Roadshow Schedule and Target Markets

The roadshows will be held in different cities targeting specific markets each quarter. In the first quarter, roadshows are scheduled for Qingdao and Guangzhou in China, Tokyo, Osaka, and Fukuoka in Japan, and Jakarta in Indonesia. In the second quarter, roadshows will take place in Shanghai, Beijing, Chengdu, Shenyang in China, Osaka, Nagoya in Japan, Hanoi in Vietnam, Kuala Lumpur in Malaysia, New York, Los Angeles, and Paris. The third quarter will feature roadshows in Taipei, Sapporo in Japan, Ulaanbaatar in Mongolia, Manila in the Philippines, and Sydney in Australia. Lastly, roadshows in Sendai in Japan, Dubai in the United Arab Emirates, New Delhi in India, and Atlanta in the United States will be held in the fourth quarter.

Promotions and Initiatives

In addition to the roadshows, the Korea Tourism Organization plans to carry out various initiatives such as large-scale promotions to attract foreign tourists, the activation of e-sports tourism, and hosting diverse events in celebration of the “2023~2024 Visit Korea Year.” Targeted marketing will be emphasized to attract Chinese tourists, with a focus on Generation Z tourists in Beijing, upscale female tourists in Shanghai, and promoting student exchanges in Chengdu through e-sports. Customized experiences will be offered to Japanese tourists in Seoul and Busan, along with tourism promotion efforts. Domestic travel demand, regional tourism, and the growth of tourism ventures will also be actively supported.

Support for Regional Tourism and Innovation

The Korea Tourism Organization plans to support the development of regional tourism promotion organizations and tourism ventures through various projects. They will actively discover Korean Wave convergence tourism products and attractive regional tourism contents, strengthen tourism competitiveness through data utilization and digital platforms, and enhance competitiveness and cooperation within the tourism industry through enhanced collaboration with the Korea Tourism Industry Portal.

Conclusion

The Korea Tourism Organization is making every effort to achieve its goal of attracting 20 million foreign tourists this year. Through targeted marketing, collaboration with diverse industries, and promoting various tourism contents, they aim to showcase the appeal of Korean tourism to the world.