Korea Tourism Organization Launches Dynamic U.S. Campaign: K-Tourism Roadshows Sweep across the US

The Korea Tourism Organization (KTO) has intensified efforts to entice more visitors from the United States with the launch of expansive promotional campaigns, featuring K-Tourism roadshows in key cities such as New York (April 23^rd, 2024), Los Angeles (April 25^th, 2024), and Chicago (April 29^th, 2024).

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The Korean Traditional Music and Dance Center of New York (KTMDC) is the oldest established Korean performing arts organization in New York City. (Photo: Business Wire)

The Ministry of Culture, Sports, and Tourism, in partnership with the KTO, organized a successful K-Tourism roadshow aimed at inviting US travelers to explore Korea at the prestigious Cipriani 42^nd venue in New York on April 23th, 2024. Executive Director, Jo Hee-jin of the International Marketing Department at Korea Tourism Organization stated, "The KTO will contribute to creating new demand for visits to Korea by developing themed products related to K-culture, attracting student groups, and the promotion of regional travel products, among other comprehensive marketing activities."

In 2023, the number of US tourists visited Korea surged to 1.08 million, surpassing pre-pandemic levels recorded in 2019 at 1.04 million. Preliminary data from the first quarter of 2024 indicates a remarkable growth of over 30% compared to the previous year, signaling a robust upward trajectory. The US roadshow was strategically planned to capitalize on this positive momentum by strengthening relationships with key partners in the U.S. travel industry and media.

The New York K-Tourism roadshow attracted over 300 attendees, including Tour Operators and Agencies focusing on education, luxury, active senior, and vegan-specialized themed trips. At the heart of the program, the Travel Mart facilitated meetings between domestic companies and local U.S. travel agencies. Among the Korean Tour Operator delegation were ArisuTour, Cultural Corps of Korean Buddhism, Air Premia, Globaleur Co., Ltd., Busan Tourism Organization, DaOne USA, PremiumPass International Corp., D&G Tour Co., Ltd, Rye Tour Co. Ltd., Korean Air, US Travel Korea, Asiana Airlines, Kim's M&T, Holiday Planners, Dahae DMC Korea, Holidaylink DMC, and Hanatour ITC. Representing the U.S., included Worldstrides, Student Universe, Kensington Tours, EF Gap Year, EF Study Abroad, Road Scholar, Conservancy Travel, Majestic Vacations/GTT, Embark Collective, Tailored Travel, Zorkas Travel, Scholartrip, Arrangements Abroad, Remote Lands, Pacific Holidays, Vegan Tours New York, Scenset, and Sky Vacations.

Noteworthy accolades were bestowed upon Remote Lands and Majestic Vacations/GTT. Their exemplary efforts in attracting tourists from the U.S and crafting diverse K-culture-themed travel offerings were recognized with the Korea Tourism Awards. Catherine Heald, CEO of Remote Lands and Keng Hseuh, Executive Vice President, Majestic Vacations/GTT expressed appreciation, citing the increased demand for Korean travel products, driven by the popularity of K-culture.

The event was further enhanced by captivating performances by guitarist Lee Byung-woo, renowned for his contributions to acclaimed films like "The Host" and "Mother" by director Bong Joon-ho, alongside dynamic K-Pop dance acts and traditional Korean musical showcases. The President of USTOA, Terry Dale, expressed congratulatory messages and shared his experiences while in Korea.

On April 25^th, 2024, in Los Angeles, the Busan Tourism Organization and the Gyeongsangbuk-do Provincial Office of Culture and Tourism, along with other partners, will spearhead Korea tourism promotional events. The focus will be on promoting tourism in Busan and Gyeongbuk (Andong) to Travel Agents and MICE Agencies from the western U.S. and Hawaii. Notably, former Major League Baseball player, Park Chan-ho will partake in a talk show promoting Korean tourism.

About Korea Tourism Organization

Korea Tourism Organization (KTO) is an organization of the Republic of Korea (South Korea) under the Ministry of Culture, Sports and Tourism (MCST). KTO serves the interests of Korea’s tourism economy by marketing the country as an all-season visitor destination. Fascinating history, rich culture, amazing food, and friendly people combine to make South Korea one of the most visited countries. The Visit Korea Year 2023-2024 campaign promotes K-Culture. Located in East Asia, South Korea is a country of contrasts, with tourist attractions ranging from ancient mountaintop Buddhist temples such as Bulguksa Temple to the ultra-modern skyscrapers as Lotte World Tower in Seoul.

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