KTO steps up Korean tourism promotion in Saudi Arabia

The Ministry of Culture, Sports and Tourism, along with the Korea Tourism Organization (KTO), are accelerating their efforts to promote Korean tourism in Saudi Arabia. They plan to restore the local network, which was nearly destroyed by the COVID-19 pandemic, as soon as possible and rapidly recover the inbound tourism market.

On Thursday, the KTO announced that it will participate in the Jeddah International Travel and Tourism Exhibition (JTTX) to create a second boom in the Middle East tourism industry. The exhibition, which will take place from Feb. 19 to 21, is considered one of the most significant trade fairs in the Middle East, with 200 organizations and companies from 30 countries participating.

The KTO, along with inbound travel agencies specializing in the Middle East and local governments, will participate in the fair to promote South Korean tourism and provide consultation on product development. In particular, during the fair, 20 leading local travel agencies, including Musafir Travel, will be invited to hold Korean tourism briefings to rebuild the network with the local tourism industry, which has collapsed due to the pandemic.

After the expo, the KTO will support H2O Hospitality, a tourism startup, to participate in the Startup Venture Business Exhibition (BIBAN) in Riyadh, Saudi Arabia, next month, marking a first for Korea.

In May, the KTO will participate in the Arabian Travel Market (ATM), the largest tourism trade fair in the Middle East, which will take place in Dubai, UAE. They will also organize the "K-Tourism Road Show" to promote Korean tourism in Dubai and Abu Dhabi.

"We plan to engage in target marketing that combines the interest in the Korean Wave in the Middle East with investment in tourism ventures," said Lee Young-geun, head of international marketing at the Korea Tourism Organization.

Write to Ji-Hee Choi at mymasaki@hankyung.com