Participants of the Visit Seoul: Discover More event pose at the Amari Hotel in Bangkok, Tuesday. Courtesy of Seoul Tourism Organization
Seeking to turn Southeast Asia’s booming appetite for Korean pop culture into steady foot traffic, the Seoul Tourism Organization hosted a major promotional showcase in the Thai capital on Tuesday, making a pitch to local travel buyers and media for longer, immersive stays in the Korean capital.
Tuesday's Visit Seoul: Discover More event held at the Amari Bangkok brought together 182 industry representatives, including media outlets and major Thai travel agencies, alongside 13 prominent Seoul-based tourism companies ranging from hoteliers and tour operators to medical tourism clinics.
Thailand remains a crucial centerpiece for Korea's inbound tourism strategy in Southeast Asia. Boosted by high air connectivity — including roughly 222 direct weekly flights operated by 10 carriers across seven routes — the market has shown a swift postpandemic recovery and a strong preference for Korean cultural exports.
The delegation focused heavily on experiential and seasonal offerings designed to drive repeat visits and extended itineraries. Presentations highlighted year-round signature events, including the Seoul Spring Festival, Seoul Summer Beach and the Gwanghwamun Market. The organization also spotlighted major infrastructure attractions like "Seouldal" — a tethered hot-air balloon offering aerial views of the city skyline — alongside the Seoul Culture Lounge and the Discover Seoul Pass, an all-in-one smart transit and admission card celebrating its 10th anniversary this year.
