Operation of Korean Tourism Promotion Booth in Berlin, Germany from 7th to 9th
The government is set to actively promote Korean tourism based on K-culture.
Booth design of the Korea Pavilion at the Berlin International Tourism Fair. [Photo by Korea Tourism Organization]
On the 6th, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced that they will operate a Korean Tourism Promotion Pavilion at the Berlin International Tourism Fair (ITB Fair), held from the 7th to the 9th at the Berlin International Exhibition Center in Germany, and conduct aggressive marketing to promote inbound tourism to Korea.
The 'ITB Fair' is held every March and is the world's largest tourism fair, attracting about 160,000 visitors on-site. It will be held offline for the first time in four years since the pandemic.
The Korea Pavilion will be located in the center of the Asia Hall at the exhibition venue. It is designed with motifs of hanok, traditional window frames, and saekdong hanbok. The scale of domestic institutions participating in this year's fair is the largest among international tourism fairs supported by the Korea Tourism Organization since the pandemic.
The Korea Tourism Organization has set the sales target for inbound tourism products at this fair to approximately 2.5 billion KRW (based on consultation performance), the highest record before COVID-19. They plan to conduct comprehensive local marketing, including expanding joint sales with local governments and industries and introducing new travel products.
Additionally, at the fair, 24 organizations including local governments such as Busan, Gwangju, Jeonbuk, Gyeongbuk, and Jeonju, travel agencies, and airlines will introduce various themed inbound tourism products linked with K-culture.
These include 'K-Drama & MV Filming Location Tours' connected with K-pop and K-dramas, 'Seoul Michelin Tour' and 'Exploring Restaurants Like a Korean' introducing Korea's diverse food culture. Also featured are 'Korea's Hidden Outdoor Activity Tours' that let visitors experience Korea's beautiful nature from the heart of Seoul to Jeju Island's Olle Trails, 'A Day at a Temple' linked with temple stays, and 'Exploring Korean Architecture and History,' all showcased at the Korea Pavilion.
Lee Jae-hwan, Vice President of the Korea Tourism Organization, said, "It is highly meaningful to participate directly in the world's largest tourism fair, which is resuming offline after four years, to promote Korea." He added, "Through the 2023-2024 Visit Korea Year, we will combine Korea's rich cultural heritage with K-culture and carry out comprehensive public-private cooperative joint marketing in areas such as aviation, accommodation, shopping, and dining to create a 'Korea you want to visit' and a 'Korea you want to experience.'"
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