Riding K-culture wave, Korea secures massive Indian incentive tours

Korea is rapidly establishing itself as a top choice for corporate incentive travel, buoyed by the rising global popularity of its culture. The Korea Tourism Organization (KTO) announced on Tuesday that it has successfully contracted consecutive, large-scale incentive groups from India, with an estimated 2,000 corporate visitors arriving in September alone.

This surge is spearheaded by Herbalife India, a global health and wellness enterprise, which plans to dispatch around 1,400 employees to Seoul and Gangwon Province through three separate trips from September 6 to 11. The achievement is attributed to the relentless promotional efforts of the KTO’s New Delhi office, which initiated talks with the company in 2024 and hosted a focused MICE briefing in Bengaluru.

Despite initial interest in Georgia as a primary destination, Herbalife ultimately opted for Korea following a site visit in June and strong assurances of government support. More than 90 percent of participants have already confirmed their travel arrangements, and the Korean Embassy in India is expediting visa procedures. Meanwhile, Birla Opus, an Indian paint manufacturer, is also set to participate in the incentive tour.