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) is aggressively expanding its international tourism presence beyond Asia by hosting a high-profile event aimed at Western and Oceanian travel agents. Over eight days, the KTO brought together 20 representatives from 10 high-potential countries, including Spain, Sweden, Poland, Brazil, Canada, and New Zealand.
The initiative focused on developing premium, experiential travel packages, with participants engaging in business matchmaking and regional tours across Seoul, Busan, and Andong. A highlight of the campaign was the 2026 Americas, Europe & Oceania Travel Mart, held at The Plaza Hotel Seoul. This B2B event facilitated 315 individual business consultations between international buyers and 30 local entities, including destination management companies, regional governments, and hotel chains.
For many small-to-medium Korean agencies lacking global marketing networks, this gathering provided a crucial direct connection to Western markets. Unlike traditional tourists who prioritize conventional sightseeing, the focus of this event was on offering unique, immersive experiences to attract a new customer base.
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.
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