Friday, May 2, 2025
The Korea Tourism Organization (KTO) is collaborating with the tourism industry to present a series of K-Tourism Roadshows across prominent U.S. cities. The roadshows will take place in New York and Denver in April, followed by Washington, D.C. in August.
The United States, which ranks as Korea’s fourth-largest source of inbound tourists after China, Japan, and Taiwan, has demonstrated impressive recovery in tourism following the pandemic. In 2023, Korea saw a record-breaking influx of over 1.3 million American visitors, marking a 21.5% increase from the previous year.
New York, a key hub for the U.S. East Coast travel sector, is home to many leading professionals and media outlets in the tourism industry, solidifying its role as a trendsetting region in American tourism. For the past four years, KTO has hosted annual roadshows in New York to showcase fresh and diverse tourism offerings from Korea.
The 2025 New York K-Tourism Roadshow, held on April 25 at Cipriani Hall, was centered around the theme “Unveiling Korea’s Hidden Gems,” focusing on lesser-known destinations throughout Korea.
The event attracted more than 300 attendees, including representatives from major global OTAs like TripAdvisor, luxury cultural agency Arrangements Abroad, and other specialized travel companies. This turnout highlights the growing interest within the U.S. travel industry in Korea. During the event, the Korea Tourism Organization (KTO) presented the prestigious Korea Tourism Awards to Student Universe, a travel agency focused on students that has pioneered new market segments in the U.S., and Sky Vacations, the first U.S.-based agency to create K-vegan travel products.
The morning session featured the Korea Travel Mart, where 19 Korean organizations—ranging from airlines and travel agencies to local government representatives—engaged in approximately 240 business meetings with U.S. travel professionals. The focus of these discussions was particularly on regional tourism offerings and K-culture-related products.
On April 28, KTO co-hosted a promotional event and travel mart in Denver in collaboration with Delta Air Lines, marking the launch of a new direct flight route between Salt Lake City and Incheon, set to begin in June. This will be the first direct connection from Salt Lake City to an Asian city, targeting increased travel demand from the U.S. Midwest, including Denver and neighboring areas.
In August, KTO will continue its efforts with the K-Tourism Roadshow in Washington, D.C., where it will promote Korean culture and tourism to influential leaders and consumers in the U.S. capital.
Seo Youngchung, Acting President of the Korea Tourism Organization, stated, “We are focused on developing premium travel products that align with the preferences of mainstream American markets. From K-art tours for art lovers to targeted promotions for vegans, classical music groups, and digital nomads, we aim to deliver lifestyle-tailored tourism marketing to American travelers.”
The Korea Tourism Organization (KTO), operating under South Korea’s Ministry of Culture, Sports, and Tourism (MCST), is at the forefront of promoting South Korea as a premier year-round travel destination. As a government agency, KTO actively works to enhance South Korea’s image on the global tourism stage, highlighting the country’s diverse offerings for travelers of all interests. Through innovative marketing campaigns and partnerships, KTO helps showcase South Korea’s unique blend of history, culture, and modernity to the world.
Renowned for its rich cultural heritage, South Korea offers a myriad of attractions that draw visitors year after year. From the tranquil beauty of Bulguksa Temple, a UNESCO World Heritage site nestled in the mountains, to the bustling streets of Seoul, where traditional palaces sit alongside cutting-edge skyscrapers, the country’s ability to blend the ancient and contemporary is unmatched. South Korea’s history comes to life through its temples, palaces, and museums, offering a deep dive into its rich cultural tapestry.
Alongside its cultural and historical landmarks, South Korea’s cuisine is a major attraction for food enthusiasts. Known for its bold flavors, dishes like kimchi, bibimbap, and bulgogi are celebrated both locally and globally. The warmth and hospitality of the Korean people further enhance the visitor experience, making South Korea not only a place of exploration but also one of connection and unforgettable memories. Whether exploring the serene countryside or the vibrant city life, South Korea promises a dynamic and unforgettable travel experience.
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