Korea courts Western travel agents with temple stays, beach yoga, B2B networking
In an aggressive move to expand its international tourism footprint beyond traditional Asian markets, the Korea Tourism Organization (KTO) hosted top travel buyers from emerging Western and Oceanian markets for an intensive eight-day showcase aimed at developing premium, experiential travel packages. The initiative, which wrapped up Friday, brought 20 prominent travel agency representatives from…
The Korea Tourism Organization (KTO) made a bold effort to broaden its international tourism reach beyond usual Asian markets by hosting a week-long showcase for budding Western and Oceanian travel agents. This intensive program concluded on Friday, welcoming 20 key representatives from 10 nations with high tourism potential, such as Spain, Sweden, Poland, Brazil, Canada, and New Zealand. The travel agents engaged in business matchmaking and explored regions in Seoul, Busan, and Andong through practical tours.
A central part of this campaign was the 2026 Americas, Europe & Oceania Travel Mart, an event held on Thursday at The Plaza Hotel Seoul. This B2B gathering facilitated 315 one-on-one business meetings between the international buyers and 30 local organizations, such as Korean destination management companies, regional governments, and hotel chains.
For many small and medium-sized Korean agencies that lack global marketing networks, this gathering provided a vital direct connection to Western markets. Unlike conventional tourists who prioritize traditional sightseeing, these travelers are more interested in immersive experiences.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
