From April 24 to May 9, major gateways across South Korea — including Incheon and Jeju international airports and the ports of Busan and Seogwipo — will be turned into welcome hubs for inbound travelers. The Ministry of Culture, Sports and Tourism and the Korea Visit Year Committee said they will run the 2026 first-half Welcome Week, themed around K-food, during the peak spring travel season. The plan combines public-private discounts with promotions tied to local small businesses to boost visitor spending.
◆ Welcome hubs at airports and cruise ports
The ministry and the committee will hold the event from April 24 to May 9 to coincide with East Asia’s busy travel period, including Japan’s Golden Week and China’s Labor Day holiday. Organizers said the program is aimed at building a positive first impression from the moment visitors arrive, as part of a national goal of attracting 30 million foreign tourists.
Welcome booths will be set up at Incheon International Airport, Jeju International Airport, the Busan Port Cruise Terminal and the Seogwipo Gangjeong Cruise Port. Incheon’s booth will run April 24 to May 9, while Jeju’s will operate April 25 to May 9. Cruise-port events will be staged in line with ship arrival schedules.
◆ K-food theme, linked to the SME ministry’s “Companion Festival”
This year’s central theme is K-food. Visitors to the booths will be offered multilingual guides to regional dining, along with hands-on programs such as traditional tea tastings and roulette-style events. Organizers said the effort goes beyond information, with discounts tied to private-sector partners across food and beverage, shopping and exhibitions.
Tourists will receive a “welcome card” with a QR code, a Korea travel map and a welcome kit featuring K-food and beauty items. The program will also be linked to the Ministry of SMEs and Startups’ “Republic of Korea Companion Festival,” aiming to promote products from small merchants and encourage purchases that support local economies.
◆ Additional booth at Busan Station tied to BTS “ARIRANG” concerts
Organizers also plan to align the campaign with major K-pop events. A separate welcome booth will be added at Busan Station to match the Busan dates of BTS’ world tour “ARIRANG,” scheduled for June 1-15, targeting fans traveling to Korea for the shows.
Cooperation with local governments will be expanded as well. Working with the city of Yeosu in South Jeolla Province, organizers plan a hospitality campaign involving workers in food and beverage, lodging and transportation, as well as residents, to encourage repeat visits.
A committee official said the Welcome Week is intended to give foreign tourists “a special experience that leaves a positive first impression of traveling in Korea,” adding that close coordination with private partners and local governments will be used to build a cycle in which visitor satisfaction leads to return trips.
* This article has been translated by AI.
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