Seoul kicks off Korea Grand Sale 2024 to double foreign tourists

South Korea on Thursday kicked off a push to nearly double the number of foreign tourists visiting the country this year to 20 million by hosting a nationwide shopping festival.

The Ministry of Culture, Sports and Tourism said the ministry and the Visit Korea Committee have launched Korea Grand Sale 2024. The nationwide megasale aims to promote shopping, tourism and the Korean Wave to international tourists during January and February, the country's tourism off-season.

More than 1,650 businesses — the most since the festival began in 2011 — are joining in this year's event, which runs through Feb. 29.

“We will jumpstart moves to increase the number of foreign tourists this year through the Korea Grand Sale 2024 to 20 million,” said Minister of Culture, Sports and Tourism Yu In Chon in his congratulatory remarks.

An estimated 10 million international tourists visited Korea in 2023, data showed last month. Authorities in the country have been pursuing diverse strategies to attract more foreigners in an effort to shrink Korea's travel account deficit and boost domestic consumption.

BEYOND SHOPPING

During this year's Korea Grand Sale, foreigners are offered nationwide discounts and benefits not only in shopping but also in flights, accommodations and tourist attractions.

Department stores, duty-free shops, mega-marts and shopping outlets provide discounts of up to 60% at their branches in major cities such as Seoul and Busan.

Foreigners who hold a UnionPay card are eligible for discounts at all member stores of the Chinese credit card throughout Korea and some 300 restaurants nationwide if they register their membership information during the festival.

Festival organizers have set up tourist information centers in tourism hot spots across Seoul such as Myeong-dong, Hongdae and Seongsu.

The country’s air carriers, including Korean Air Lines Co. and Asiana Airlines Inc., offer discounts of up to 91% for inbound flight tickets, while major hotel companies, such as Hotel Shilla Co., provide discounts on accommodations of as much as 80%.

The ministry has also ramped up events aimed at allowing foreigners to experience Korean culture up close and personal.

Foreign tourists are being offered dance classes at 1Million Dance Studio, one of Korea's most popular dance academies among foreigners. Meanwhile, Ottogi Co., a food manufacturer, is hosting events on making gimbap, or Korean rice rolls, and Able C&C, the parent of Korea’s low-priced cosmetics brand Missha, is running makeup classes for international guests.

Write to Yeon-Su Shin at sys@hankyung.com
 
Jongwoo Cheon edited this article.