Launching massive promotional campaigns with K-Tourism roadshows in important cities like New York (April 23rd, 2024), Los Angeles (April 25th, 2024), and Chicago (April 29th, 2024), the Korea Tourism Organisation (KTO) has stepped up efforts to attract more visitors from the United States.
The Ministry of Culture, Sports, and Tourism, in collaboration with the KTO, conducted a successful K-Tourism roadshow to invite US tourists to discover Korea on April 23rd, 2024, at the prominent Cipriani 42nd location in New York.
The KTO will contribute to creating new demand for visits to Korea by developing themed products related to K-culture, attracting student groups, and the promotion of regional travel products, among other comprehensive marketing activities.
Executive Director, Jo Hee-jin of the International Marketing Department at Korea Tourism Organization
US visitor numbers to Korea increased to 1.08 million in 2023, above the 1.04 million pre-pandemic figures from 2019. Early 2024 preliminary data shows a strong increase trend with a gain of over 30% over the same period the year before. Strategically designed, the US roadshow aimed to build on this encouraging trend by fortifying ties with important players in the American travel and tourism sector.
Over 300 people attended the New York K-Tourism roadshow, including tour operators and agencies that concentrate on luxury, active senior, vegan-themed, and educational travel. At the centre of the initiative was the Travel Mart, which set up meetings between American travel firms in the area and domestic businesses. Among the Korean tour operator delegation were ArisuTour, Cultural Corps of Korean Buddhism, Air Premia, Globaleur Co., Ltd., Busan Tourism Organization, DaOne USA, PremiumPass International Corp., D&G Tour Co., Ltd., Rye Tour Co. Ltd., Korean Air, US Travel Korea, Asiana Airlines, Kim’s M&T, Holiday Planners, Dahae DMC Korea, Holidaylink DMC, and Hanatour ITC. Among those representing the United States were WorldStrides, Student Universe, Kensington Tours, EF Study Abroad, Road Scholar, Conservancy Travel, Majestic Vacations/GTT, Embark Collective, Tailored Travel, Zorkas Travel, Scholartrip, Arrangements Abroad, Remote Lands, Pacific Holidays, Vegan Tours New York, Scenset, and Sky Vacations.
Notable awards went to Majestic Vacations/GTT and Remote Lands. The Korea Tourism Awards honoured their outstanding efforts in drawing visitors from the United States and creating a variety of vacation packages with a K-culture focus. Thanking Remote Lands CEO Catherine Heald and Majestic Vacations/GTT Executive Vice President Keng Hseuh, they mentioned the growing demand for Korean travel goods brought on by the popularity of K-culture.
Complementing the event were enthralling performances by guitarist Lee Byung-woo, who is well-known for his roles in critically acclaimed movies like “The Host” and “Mother” directed by Bong Joon-ho, as well as energetic K-Pop dancers and traditional Korean musical displays. Terry Dale, the president of USTOA, offered his congratulations and related his experiences in Korea.
The Busan Tourist Organization and the Gyeongsangbuk-do Provincial Office of Culture and Tourism, together with other partners, will lead Korean tourist promotional events on April 25, 2024, in Los Angeles. Promotion of Busan and Gyeongbuk (Andong) tourism to travel agencies and MICE agencies from Hawaii and the western United States will be the main focus. Remarkably, Park Chan-ho, a former player in Major League Baseball, will participate in a chat program aimed at encouraging Korean travel.