The Ministry of Culture, Sports, and Tourism and the Korea Tourism Organization participated in the China International Travel Mart (CITM), the largest international tourism fair in China, held at the Shanghai National Exhibition and Convention Center from November 22 to 24. During the event, “Grandpa Panda Keeper,” Kang Cheol-won, who is known for raising the first Korean-born panda “Fubao” now residing in China, led efforts to promote Korean tourism.
Kang held a panda parenting talk concert that received a great deal of applause from the Chinese audience, symbolizing the friendly relations between Korea and China. The Korea Tourism Organization showcased a variety of attractions to the Chinese travel industry and consumers, appealing to China’s MZ generation with trendy and digital elements in a pastel-toned Korean Pavilion for individual tourists from the Chinese-speaking regions.
Additionally, experiential zones featuring Korean-inspired dining, beauty and wellness, local travel, and K-culture drew in about 30,000 visitors. The pavilion, which included a live K-cuisine cooking show from the recently popular “Lunch Master” chef Lee Mi-young, won awards for being the best participating organization and having the best promotional pavilion.
A local 26-year-old, Cheng Wen, expressed her interest in Korean fashion and makeup and said she now wants to visit Korea for shopping and beauty experiences. Meanwhile, the business meetings saw active participation, with 53 Korean travel agencies engaging in 398 consultations with 60 local Chinese companies.
Seo Young-chung, acting president of the Korea Tourism Organization, mentioned plans to expand Korea’s travel spectrum as an “everyday travel” destination to satisfy diverse consumer demands from students to women aged 20 to 50.
Furthermore, the Ministry of Culture, Sports, and Tourism, alongside the Korea Tourism Organization, plans to host a “2024 China Inbound Activation Forum” on December 6 in Seoul to discuss strategies for attracting Chinese tourists. Industry stakeholders interested in the 2025 strategy can register via Touraz, the Korea Tourism Industry Portal, by November 27.