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) has taken proactive steps to broaden its international tourism appeal beyond its traditional Asian markets, hosting a comprehensive eight-day event for top travel agents from Western and Oceanian regions. The initiative, concluding on Friday, attracted 20 representatives from 10 high-potential nations such as Spain, Sweden, Poland, Brazil, Canada, and New Zealand.
The event featured business matchmaking, hands-on tours in key cities like Seoul, Busan, and Andong, and the 2026 Americas, Europe & Oceania Travel Mart, which took place at The Plaza Hotel Seoul. This B2B event facilitated 315 individual consultations between international buyers and 30 local entities, including Korean destination management companies, regional governments, and hotel chains.
The gathering provided a vital direct link for many small-to-medium Korean agencies that lack global marketing networks, offering them crucial access to Western markets.
Brief written by urgent.news from The Korea Times's own syndicated text. Machine-written — may contain errors; check the original before relying on it.
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