Published on
January 25, 2026
The Seoul International Sports Tourism Forum took place at Seoul City University’s 100th Anniversary Memorial Hall International Conference Hall. The Korea Sports Promotion Foundation together with major organizations held the event which served as a crucial step for the city to develop its identity as an international sports tourism destination.
The forum was a major gathering for both domestic and international sports and tourism experts, drawing approximately 300 participants from across the globe. The discussions revolved around the future of sports tourism, with a focus on how Seoul can enhance its role as a key destination for sports events and tourism. During the event, Seoul’s strategic initiatives for sports tourism were highlighted, solidifying its growing reputation as a prominent player in the international tourism scene.
Fostering International Collaboration
A key moment in 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 aims to expand sports tourism exchanges between South Korea and Japan, opening doors for further collaboration between the two nations. This partnership is set to enhance mutual exchange, especially in the areas of tourism and sports.
Additionally, Seoul is planning to strengthen its long-standing relations with China’s Beijing Sports Association, which has been nurtured over 30 years since the signing of their initial MOU in 1993. These trilateral sports exchanges between South Korea, Japan, and China are expected to play a vital role in shaping the future of sports tourism in East Asia.
Shaping the Future: Key Insights from Experts
The forum featured keynote speakers, including Yoo Byung-chae, Director of the Public Communication Office at the Ministry of Culture, Sports and Tourism, and Professor Fang Yan of Beijing Sport University. Both speakers discussed the global trends shaping the future of sports tourism and how Seoul can further integrate its sports culture with tourism.
Professor Park Jae-hyun from Korea National Sport University delivered a presentation that focused on the use of AI and big data to analyse Seoul’s sports tourism demand. He emphasised the importance of data-driven strategies in targeting specific sports enthusiasts and tourists, enhancing the overall experience for visitors to the city.
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The forum also spotlighted emerging trends such as e-sports, with Professor Song Seok-rok from Kyungdong University sharing his insights on how Seoul can leverage e-sports to attract global audiences. The rapid rise of digital sports presents a unique opportunity for Seoul to capture the attention of a younger, tech-savvy demographic, thus diversifying its sports tourism offerings.
Promoting Seoul’s Sports Infrastructure
Seoul’s sports infrastructure was another focal point of the forum, with exhibition booths showcasing the city’s world-class venues, stadiums, and tourist attractions. Notably, the Han River, a key feature of Seoul’s tourism appeal, was highlighted as an essential element in the city’s sports tourism development. The river not only offers picturesque views for tourists but also hosts major sports events such as marathons, triathlons, and water sports competitions.
Furthermore, new sports experiences were introduced during the event, including laser shooting and other innovative activities aimed at engaging both domestic and international visitors. These activities, along with Seoul’s diverse range of sports facilities, offer a glimpse into the city’s commitment to creating a comprehensive sports tourism ecosystem that caters to various interests.
Seoul’s Global Marketing Strategies
Seoul’s tourism authorities are also taking steps to raise awareness of the city’s potential as a sports tourism destination. Ham Chang-ho, Deputy Director of the Korea Tourism Organization, shared insights into the city’s global marketing strategies, designed to promote Seoul’s sports tourism offerings to a broader international audience.
These marketing efforts aim to highlight Seoul not just as a place for sightseeing but as a hub for sports enthusiasts. With a focus on global mega-events and tourism strategies, Seoul is working to attract high-profile international sports events that will further solidify its standing on the world sports tourism map.
The forum underscored the importance of collaboration between governmental bodies, private organisations, and international sports communities to achieve this ambitious goal. By forging these key partnerships, Seoul is positioning itself as a must-visit destination for sports lovers from around the world.
The Road Ahead for Seoul’s Sports Tourism
Chairman Kang Tae-seon of the Seoul Metropolitan Sports Council reflected on the forum’s success, stating that Seoul is already well on its way to becoming a global K-tourism city. With a rich history of hosting world-class sports events and an abundance of tourism resources, Seoul is poised to lead the way in sports tourism.
Through initiatives such as the Seoul International Sports Tourism Forum and its strategic partnerships with Japan and China, Seoul is laying the groundwork for a future where sports and tourism are seamlessly integrated. By fostering international collaboration and investing in innovative sports experiences, Seoul is shaping itself into a city that not only hosts sporting events but also celebrates the cultural and economic value that sports tourism can bring.
As the forum concluded, the overarching sentiment was clear: Seoul is ready to embrace the future of sports tourism, and this event was just the beginning of an exciting journey towards becoming a top-tier global sports tourism hub.
Bottom Line
Seoul has successfully progressed its sports tourism development project through its international collaborations and its innovative approaches and its top-tier athletic facilities. The city will experience increased international tourism as it develops into one of Asia’s most exciting and friendly sports destinations.
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