Korea Tourism Organization eyes early tourism boom
Tourism body to focus on overseas road shows in first half of 2025
The Korea Tourism Organization said it will wrap up 14 of the 20 overseas road shows planned for this year by June to hasten the recovery of the tourism sector.
'Going forward, travel spending isn't rosy given the escalating US-China trade conflict,' said Seo Young-choong, the state-run KTO's acting president, during a press conference in Seoul on Wednesday, referring to potentially shrinking Chinese travel spending.
China, which accounts for the largest number of foreign tourists to Korea, suffered weak consumer spending last year, Seo said, noting that led to a smaller-than-expected increase in the tourist tally. Last year's figure totaled 16.37 million, shy of the projected 20 million.
Seo said holding most of the KTO road shows in the first half of this year was aimed at fostering an early travel boom.
Of the 20 cities where the roadshows are planned, five are in China, another five in Japan, six elsewhere in Asia, three in the US and one in Germany. The roadshows will involve promoting Korea as a tourism destination to foreign tour agencies and locals there.
The KTO said it will target those countries with themed tours, with food and beauty taking center stage in proposing Korea as a travel destination.
'Korea has long been known for its variety of beauty treatments and interest in its food has risen recently,' a KTO official said, adding influencers would be enlisted to promote such themes.
The KTO also plans to work with foreign buyers in Singapore, the US and France over organizing 'luxury trips' to Korea including cruise tours.
The KTO considers travel plans involving $5,000 and more as high-end.
At Wednesday's press conference attended by over 200 government tourism officials, agencies and practitioners, officials from South Jeolla Province asked for more support from the KTO to boost travel to the region, which recently saw the deadly Jeju Air Flight crash in Muan County that killed all passengers on board.
The provincial government is injecting cash into tour agencies close to bankruptcy prompted by declining travel, but that has not been enough, according to officials from the provincial government.
Seo said his agency will proactively address difficulties faced by municipalities, rolling out a clearer road map soon.
One hopeful sign for the industry, he added, is that Chinese tourists are increasingly traveling individually rather than in groups. The shift in travel patterns would work in the KTO's favor because it reduces Chinese authorities' sway over group travel packages.
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