Targeting Customized Tourism (DIY) and Special Interest Tourism (SIT) Trends
Over 450 Participants from 210 Korean and Chinese Tourism Companies
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 22nd that they held the ‘K-Tourism Roadshow’ in Shenyang (17th) and Chengdu (19th) to accelerate the recovery of Chinese inbound tourism.
Chinese consumers are showing great interest in traveling to Korea by participating in the 'Chengdu K-pop Hallyu Fan Festival' hosted by the Korea Tourism Organization. [Photo by Korea Tourism Organization]
A total of 54 Korean travel industry participants took part in this K-Tourism Roadshow, including 19 local governments and public institutions such as Daegu Metropolitan City and Gangwon Special Self-Governing Province, 21 dedicated Chinese travel agencies, and 14 travel companies in sectors such as airlines, hotels, and performances.
On-site, 973 business consultations were conducted with 168 local Chinese travel companies and tourism-related organizations. A KTO official explained, "Due to the recent increase in Chinese consumer spending levels, diversification of travel purposes, and a tendency to prioritize individual preferences, practical product development discussions among professionals regarding travel linked to leisure, sports, and hobbies took place."
Qu?n Xi?ngm?i, General Manager of Liaoning Century International Travel Agency in Shenyang, who participated in the roadshow, said, “Recently, there have been many consumer inquiries about customized (DIY) products for sports club units,” and added, “We were able to hold practical discussions with Korean industry players for the development of customized (DIY) products such as the ‘Shenyang Mountaineering Association’s Seoraksan trekking product’ scheduled for a visit to Korea in May.”
Additionally, to attract special interest tourism (SIT) inbound visitors, various hobby clubs and associations were identified, and the scope of invited buyers was expanded to lead to related special interest tourism visits in the future. Han Dan, head of the Baekman Mama Mom Community, said, “It was a meaningful time to learn about Korean travel agencies that can cooperate to commercialize theme-based customized groups such as Taekwondo exchanges and wellness,” and added, “We plan to participate in the Korea Beauty Festival held in June to attempt further commercialization of diverse wellness content products.”
On the 19th, the Korea Tourism Organization also signed a memorandum of understanding with the Consulate General of the Republic of Korea in Chengdu and the Chengdu Taekwondo Sports Association, an organization under the Chengdu Sports Bureau, to promote Taekwondo in the southwestern region including Sichuan Province and to activate Taekwondo exchange inbound tourism. Taking this opportunity, they plan to develop related inbound tourism products linked to events such as the World Taekwondo Culture Expo to be held in Muju in July and cooperate in attracting customers.
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