The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 2nd that they will host the 2025 Luxury Travel Travel Mart and a collaborative fam tour with local governments by inviting members of the world's two largest luxury travel networks, Virtuoso and Serendipians.
The Travel Mart was held on the same day at Conrad Seoul in Yeongdeungpo-gu, Seoul, with 17 representatives from Virtuoso and Serendipians attending. They sought cooperation plans through one-on-one business consultations with 20 domestic luxury hotels and inbound travel agencies (DMCs).
Virtuoso is a network centered in the Americas, with 21,000 luxury travel advisors in 54 countries, providing luxury travel services to 1.7 million households annually. Serendipians is a Europe-centered network with about 700 travel agencies (serving 40,000 ultra-high-net-worth households) as members, and has more than 1,500 partners including hotels and wholesale travel agencies.
Representatives from Virtuoso and Serendipians will also experience luxury tourism content that highlights the characteristics of each region through fam tours in major cities such as Seoul, Busan, Jeju, and Gyeongju. They will directly experience conversations with Jeju haenyeo (female divers) whose lives were featured in the Netflix hit "Poksak Soksassuda," K-beauty experiences, and traditional Korean Makgeolli brewing.
Ban Ho-cheol, head of the Themed Tourism Team at the Korea Tourism Organization, said, "Luxury tourists often use specialized network members to establish customized travel plans that meet their needs. The Korea Tourism Organization will continue to work closely with global luxury networks to raise Korea’s recognition as a luxury travel destination and strive to increase actual visits to Korea."
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