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 host welcome booths for inbound travelers. The Ministry of Culture, Sports and Tourism and the Visit Korea Committee said they will run the 2026 first-half “Welcome Week” during the peak travel season, using “K-food” as the theme and pairing public-private discounts with promotions tied to local small businesses.
◆ Welcome hubs at airports and cruise ports
The ministry and the committee said the event is timed to East Asia’s busy holiday period, including Japan’s Golden Week and China’s Labor Day. They said the goal is to strengthen visitors’ first impressions at the point of entry as part of a national push to attract 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. Operations will vary by location: Incheon will run April 24 to May 9, Jeju from April 25 to May 9, and cruise-port events will be scheduled around ship arrivals.
◆ K-food theme, linked to the “Korea Companion Festival”
Organizers said the main theme is K-food. Booths will provide multilingual dining information by region and offer hands-on programs such as traditional tea tastings and a roulette-style event. They also plan discount offers developed with private companies across food and beverage, shopping and exhibitions.
Visitors will receive a “welcome card” with a QR code, a Korea travel map and a welcome kit featuring K-food and beauty products, the committee said. The program will also link with the Ministry of SMEs and Startups’ “Korea Companion Festival” to promote products from small merchants and encourage spending that supports local economies.
◆ Busan Station booth planned around BTS “ARIRANG” concerts
The committee said it will add a separate welcome booth at Busan Station to coincide with BTS’ world tour “ARIRANG” concerts in Busan, scheduled for June 1-15, aiming to offer visiting fans known as ARMY a memorable experience.
Cooperation with local governments will also expand, the committee said. Working with the city of Yeosu in South Jeolla Province, it plans 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 travel in South Korea, adding that the committee will work closely with private partners and local governments so visitor satisfaction leads to return trips.
* This article has been translated by AI.
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