In response, the Korea Tourism Organization (KTO) is focusing on expanding local consumption through various initiatives, including attracting large corporate incentive tour groups, creating regional collaboration networks connecting airports with shopping and leisure, and utilizing K-pop fandom in local tourism campaigns, along with the K-Beauty Festival.
A notable achievement is the successful attraction of a large incentive tour group from China. The KTO recently secured a group of 5,000 employees and agents from the Chinese liquor company Wuliangye Group. They will visit Jeju and Busan in two groups of 2,500, traveling on a large cruise ship by early next month. This marks the first success since the KTO formed a strategic partnership with Adora Cruises, China’s largest cruise line, in March.
The KTO has been actively marketing to expand domestic port destinations, including Busan and Yeosu, targeting the Chinese corporate incentive tourism market. They specifically focused on regions in Sichuan and Guizhou provinces, home to six major liquor companies, conducting tailored sales efforts that led to this large influx of visitors.
The KTO is also working to connect foreign visitors' travel routes with local consumption opportunities.
The KTO’s Daegu-Gyeongbuk branch recently entered into a multi-party agreement with Daegu Airport, The Hyundai Daegu, Hyundai City Outlet Daegu, Lotte Outlet Isiapolis, and Daegu Casino to launch joint marketing tailored for foreign visitors. The goal is to create a "one-stop consumption ecosystem" that encompasses shopping and leisure, centered around regional airports.
As the KTO leads the distribution of foreigner-exclusive coupon books and hospitality events, Daegu Airport will support food and beverage vouchers, while major shopping venues and casinos will offer discounts and meal vouchers to provide tangible benefits.
To disperse tourism demand concentrated in the capital region, the KTO is also intensifying its regional tourism strategy utilizing K-content.
The KTO will launch the "BIAS (Be In Artists' Scenes)" campaign by the end of November, promoting regional tourism alongside global K-pop artists. BIAS, which means "favorite artist" among overseas fans, will feature artists like EXO's Kai and Sehun (Suncheon), Monsta X (Gyeongju), Stray Kids (Busan), and Tours (Gangneung) sharing the attractions of the regions they visit with fans worldwide.
Notably, this campaign has tightly integrated sales networks. Major online travel platforms such as NOLU Universe, Creatrip, and Klook will sell experience products linked to filming locations, supported by the Korea Tourism integrated platform "Visit Korea (VISITKOREA)." The aim is to convert the enthusiasm of fans visiting places their favorite artists have been into actual inbound tourism and local travel spending.
According to the Korea Tourism Data Lab, foreign tourists' spending in the beauty sector reached 843.3 billion won last year, a 38% increase from the previous year. To connect this beauty demand with actual inbound tourism and spending, the KTO has appointed actress Hyeri as a promotional model and gathered a variety of K-beauty content, including makeup, hair, and wellness.
On June 25, a business consultation meeting was held with 39 travel industry representatives from 16 countries and 48 beauty and medical industry participants, while a special exhibition of over 800 beauty tourism products will be operated through nine global travel platforms, including Klook and Trip.com.
Park Sung-hyuk, president of the KTO, stated, "K-pop fandom has a strong motivation to visit places their favorite artists have been, and Korea is emerging as a Glowcation destination on global social media. Through tourism marketing that encompasses large-scale MICE attraction, K-content, and beauty festivals, we will convert global interest into inbound tourism and tangible local consumption."
* This article has been translated by AI.
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