'Traditional Culture, Gourmet, and Wellness' Korea Tourism Organization Launches Luxury Tourism Promotion

Participation in Asia's Largest Luxury Travel Expo 'ILTM Asia Pacific'
Invitation for Members of the Americas Luxury Travel Network to Visit Korea

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization are launching a global promotion of luxury Korean tourism featuring various themes such as traditional culture, wellness, and gourmet experiences.

Jeonnam Jangseong Forest Center, home to the largest cypress forest in Korea.
[Photo by Korea Tourism Organization]

The Korea Tourism Organization announced on the 16th that it will participate in the International Luxury Travel Market (ILTM) Asia Pacific, held from the 19th to the 22nd (local time) at Marina Bay Sands in Singapore. This event is the largest B2B luxury travel fair in Asia, with over 500 tourism brands from more than 20 countries participating.

The organization will promote Korea’s unique luxury tourism with diverse themes such as traditional culture, premium leisure and wellness, and gourmet experiences, together with 10 luxury travel industry companies including domestic travel agencies and hotels, as well as the Seoul Metropolitan Government. On the 20th, it will also hold the "Night of Korean Luxury Tourism" event to facilitate close networking between influential overseas buyers and domestic participating organizations.

In the second half of this year, a "Korea Themed Tourism Expo" will be held, encompassing high value-added tourism themes such as luxury, medical and wellness, performances and Hallyu, and cruises. Over 120 influential buyers by theme from around the world will be invited to conduct business consultations with domestic tourism industries and organizations. The expo will also operate exhibition and experience halls featuring themed and regional tourism content. This expo will utilize global luxury travel networks such as Virtuoso and Signature Travel to selectively invite key buyers.

In October, members of the largest luxury travel network in Europe, Serendipians, will be invited to Korea. Through collaboration with domestic member companies, support will be provided to experience various Korean K-content, from specialized cultural tourism content in Seoul, Busan, and Gyeongju regions to beauty and high-end wellness, encouraging the development of inbound travel products.

Seo Young-chung, Director of the International Tourism Division at the Korea Tourism Organization, said, "We hope that business consultations and network building between domestic industries and overseas luxury travel agencies will lead to the development of luxury travel products to Korea." He added, "We will continue to focus on promoting Korean luxury tourism to raise Korea’s recognition as a luxury travel destination and expand the discovery of new content that can only be experienced in Korea."