The Korea Tourism Organization, led by President Park Seong-hyeok, successfully concluded a large-scale K-Tourism Roadshow in Taipei aimed at attracting Taiwanese tourists, a key market for South Korea, and promoting regional tourism. Taiwan has a high preference for regional tourism, with nearly half of its visitors to South Korea using local airports, making it a crucial target to overcome the crisis of regional decline.
According to the Korea Tourism Organization on May 18, the "2026 K-Tourism Roadshow" held from May 15 to 17 at the popular cultural space Huashan 1914 in Taipei drew significant local attendance.
Last year, 1.89 million Taiwanese tourists visited South Korea, setting a record for the second consecutive year following 2024. In the first quarter of this year, the number of Taiwanese visitors to South Korea also surged by 37% compared to the same period last year, reaching 540,000.
◆ Focus on Central Tourism Year with Cheongju Airport as a Hub
The central theme of this roadshow was the "Central Tourism Year." Following last year's "Southern Tourism Year" centered around Gimhae Airport, this year’s focus shifted to Cheongju Airport, highlighting six regions: Gangwon, Chungbuk, Sejong, Daejeon, Chungnam, and Jeonbuk.
Each local government set up special booths to showcase their unique content. Notably, cast members from the popular Taiwanese variety show "Hi Business Season 7," which recently filmed in Gangneung and Sejong, took the stage to share their experiences, boosting local interest in central region tourism.
◆ Monsta X and Chef Jung Ho-young Promote K-Lifestyle
Marketing efforts featuring well-known personalities in Taiwan proved effective. Monsta X's Minhyuk introduced cycling destinations in South Korea during the opening talk concert, while Chef Jung Ho-young, popular from the show "Black and White Chef 2," demonstrated signature dishes from the central region, including Daejeon kalguksu, Sejong fried chicken, and Jeonju bibimbap. Cheerleader Nam Min-jeong, active in the Taiwanese professional baseball scene, also contributed to promoting her hometown of Daejeon.
Additionally, a lifestyle pop-up booth themed "K-everything" received positive feedback. Hyundai Department Store and BGF Retail (CU) showcased K-fashion and cuisine, while a K-musical showcase featuring "Uncomfortable Convenience Store" added to the attractions.
Hoo Soo-young, head of the Korea Tourism Organization's Taipei office, stated, "Taiwan is a key market for regional tourism, recording the highest growth rate in the first quarter for visitors to South Korea. With a goal of attracting 2.32 million visitors this year, we will continue to develop tailored products like 'Taiwan Only' to drive foreign tourist inflow to the regions."
* This article has been translated by AI.
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