The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO) announced that they held the Korean Culture and Tourism Festival 'Love Korea 2026' in Bangkok from August 21 to 23. The event aimed to connect the popularity of K-culture in Thailand with interest in Korean tourism, ultimately driving demand for travel to Korea.
During the three-day event at Bangkok's CentralWorld, 70,000 Thai consumers attended. Concurrently, the Korea-Thailand Travel Mart featured 142 domestic and international organizations, resulting in over 7,000 consultations and an expected revenue of approximately 2.1 billion won.
At the opening ceremony on August 21, KTO unveiled a promotional teaser video featuring popular Thai actor and K-pop idol Yorch. Known for his work in Thai dramas and films, Yorch showcased the allure of traveling to Korea through a short-form drama format that highlighted the unique and friendly Thai sensibility. Additionally, actor Lee Chae-min, known for the drama 'The Chef of the Tyrant,' introduced various attractions in Korea, such as hiking and gourmet travel, to spark interest in visiting Korea.
The event included a K-Food Zone in collaboration with Samyang Foods, a K-Beauty and Wellness Zone, a Korean calligraphy experience zone, and a Han River Park-themed relaxation area, all of which attracted local consumers. The K-Travel Zone promoted unique travel products, including the Jeju Tangerine Marathon, RunTrip, and PetTrip. Furthermore, new industrial tourism experiences featuring advanced industries and future technologies, such as motor studios and smart farms, were also introduced.
KTO plans to launch travel products aimed at converting the interest generated by this event into actual visits to Korea from September through the end of the year. In collaboration with Klook, they will develop over 30 products, including 'Yorch's Korean Travel,' which connects advertising filming locations through Gimhae and Daegu airports, and will promote these products with 50 creators.
Han Yeo-ok, head of KTO's International Tourism Content Division, stated, "This initiative was designed to maintain the solid growth of the Thai inbound market by reflecting the preferences and local trends of Thai consumers through tailored promotions. We are committed to continuously presenting attractive Korean travel content and products to achieve our goal of attracting 410,000 visitors, a 23% increase from the previous year."
Meanwhile, KTO has strengthened cooperation between the two countries through on-site sales led by President Park Seong-hyeok in July. They invited over 40 local journalists to promote a joint inbound campaign in collaboration with Thailand's largest financial company, Krungthai Card (KTC), and the national airline, Thai Airways. This campaign includes special discount promotions for flights to Korea, including those on Thai Airways, and the launch of travel products themed around K-beauty and wellness, which are popular among Thai consumers.
Additionally, KTO has partnered with Thailand's largest fintech company, TrueMoney, to offer shopping and K-beauty clinic benefits targeting the 2030 generation. They have also developed a local gourmet package centered around Daegu and Gimhae airports in collaboration with major travel agency Quality Express. This initiative aims to attract 30,000 visitors to Korea over the next three years and support local travel agencies in launching inbound products.
* This article has been translated by AI.
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