Published on
September 12, 2025
Seoul City University’s 100th Anniversary Memorial Hall’s International Conference Hall hosted the 2025 Seoul International Sports Tourism Forum on September 11, 2025. Nearly 300 local and foreign sports and tourism experts attended the event, which was organised by the Seoul Metropolitan Sports Council. With a focus on Seoul’s potential as a major international sports tourism destination, the forum was created to investigate and create strategies for the combined growth of sports and tourism.
The Korea Olympic Committee, the Seoul Tourism Organisation, the Korean Society of Sport Science, and the Korea Sports Promotion Foundation collaborated to create this well-known event. These organisations came together with the common goal of talking about sports tourism’s future and Seoul’s place in it.
Strategic Partnerships and New Collaborations
One of the most significant outcomes of the forum was the signing of a Memorandum of Understanding (MOU) between the Seoul Metropolitan Sports Council and the Japan Sports Tourism Federation. This agreement marks the beginning of a new phase of strategic partnerships aimed at fostering sports exchanges between South Korea and Japan. These exchanges will not only boost bilateral relations but also promote regional cooperation between South Korea, China, and Japan in the realm of sports tourism.
The MOU is also seen as a stepping stone for Seoul to position itself as a central player in trilateral sports exchanges involving South Korea, Japan, and China. Seoul’s long-standing relationship with China, particularly through the Beijing Sports Association, will likely serve as a foundation for future collaborative efforts. The Seoul Metropolitan Sports Council has maintained friendly sports exchanges with the Beijing Sports Association since 1993, and this partnership continues to evolve.
This partnership represents a clear direction for Seoul as a key player in global sports tourism, with plans to develop additional strategies that will make Seoul a top destination for sports enthusiasts and tourists alike.
The Forum’s Vision for Global Sports Tourism
Keynote speakers at the event outlined their vision for the future of sports tourism and how Seoul can leverage its existing resources to become a central hub for global sports tourism. Among the featured speakers was Yoo Byung-chae, Director of the Public Communication Office at the Ministry of Culture, Sports, and Tourism, who shared insights on Seoul’s potential to serve as a leading destination for international sports events. Professor Fang Yan of Beijing Sports University also contributed valuable perspectives on the academic and practical integration of sports with tourism.
A particularly notable contribution came from Chairman Harada Munehiko of the Japan Sports Tourism Federation, who discussed Japan’s experiences in promoting sports tourism and how the city of Seoul could adopt similar strategies to boost its own tourism sector. Through these keynotes and discussions, the forum underscored the potential benefits of fostering international cooperation and leveraging the increasing global demand for sports tourism.
In-Depth Discussions on Future Strategies
The forum provided an in-depth look at several key areas crucial to the future of sports tourism. Experts in the field presented their findings and ideas on how Seoul could increase its appeal as a global sports tourism destination. Professor Park Jae-hyun from Korea National Sport University gave an insightful presentation on how artificial intelligence (AI) and big data can be used to analyse sports tourism demand and develop strategies to meet that demand.
As sports tourism continues to evolve, it is becoming clear that digital tools and data will play a critical role in understanding visitor preferences and predicting future trends. Professor Song Seok-rok of Kyungdong University shared his expertise on the future of content creation in sports tourism, particularly through the medium of e-sports. As the world of digital entertainment continues to grow, the integration of e-sports into tourism is increasingly seen as a valuable avenue for attracting new types of tourists.
Another key discussion was led by Professor Yoon Eun-ju of Hallym University, who focused on global mega-events and their potential impact on tourism strategies. Large-scale international events, such as the Olympics, offer significant opportunities for tourism growth. However, they also require careful planning and execution to ensure that the tourism benefits are maximised while minimising any disruptions.
Ham Chang-ho, Deputy Director of the Korea Tourism Organisation, gave a detailed presentation on global marketing strategies for Seoul’s sports tourism. The city’s existing infrastructure, combined with its historical and cultural attractions, places it in a strong position to capitalise on the growing global demand for sports-related tourism. He emphasised the importance of targeted marketing and the need for a coordinated approach to promoting Seoul’s sports tourism offerings.
Interactive Experiences and Promotional Opportunities
The forum also included an exhibition area with promotional booths that showcased Seoul’s sports infrastructure and its wide range of tourism attractions. These booths highlighted the city’s capacity to host international sports events and offered visitors a chance to learn more about Seoul’s offerings as a tourism destination. The exhibition was also a platform for the promotion of Seoul’s sports venues, from world-class stadiums to outdoor recreational spaces along the Han River.
One of the highlights of the exhibition was the creation of a new sports experience zone, which included laser shooting and other hands-on activities. This zone gave domestic and international visitors the chance to try out new sports and experience what Seoul has to offer. The exhibition not only showcased the city’s sports facilities but also promoted its diverse tourism offerings, blending sports with the cultural and natural beauty of the city.
Seoul’s Commitment to Global Sports Tourism
Chairman Kang Tae-seon of the Seoul Metropolitan Sports Council reiterated Seoul’s resolve to lead the world in sports tourism as the forum came to an end. Seoul is in a unique position to take advantage of the rising demand for sports tourism because of its long history of hosting top-tier sporting events and its wealth of tourism attractions, such as the famous Han River. The forum gave international sports tourism professionals a place to collaborate and acted as a spark for fresh concepts that will support the city’s expansion as a top sports tourism destination.
Seoul showed its resolve to cultivate global alliances and create strategic projects that will bolster its standing as a top sports and tourism destination through this forum. In addition to helping the local economy, this project supports the global trend toward a more dynamic and interconnected sports tourism industry.
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