On October 2, the Korean tourist delegation checked in at the National Museum in Stockholm under the auspices of Aviareps. TravelReport was treated to an unforgettable evening of traditional music and dance, a well-arranged workshop and an interview with Ruby James, marketing manager for the Korean Tourism Organization in London.
General information about tourism in Korea right now?
– In 2023 and 2024, we have launched ”The Korean Wave” and the interest is great. Previously, Korea was often a destination that was combined with visits to, for example, China or Japan – now many choose Korea as their main destination. The film ”Parasite”, which won 7 Oscars in 2020, and the Netflix series ”Squid Game” have also had a great impact, in addition to the entire K-Culture with K Pop, K Drama and K Beauty, says Ruby James.
What is it that makes you choose to focus on the Swedish market right now?
– It is part of the #The Korean Wave# strategy to focus on new markets with potential. The Nordic region is one such region, and here Sweden is in focus. For example, we have arranged the Korean Cultural Festival in Kungsträdgården and opened the Korean Cultural Center on Kungsholmen in Stockholm. There has been great interest. Tonight, several of our DMCs are on site to meet the Swedish travel industry.
What are your short-term and long-term goals? CASE?
– Our short-term goal is that this year we will have welcomed 20 million tourists, by 2027 we want to have reached up to 30 million visitors. We also want to encourage those tourists who will discover more places than the classic ones: Seoul, Busan and Jeju Island. This year it has also been possible to travel to Korea without a VISA, in 2025 an electronic VISA will return – but it is a simple registration that is done immediately online.
What do you offer that makes the long journey a good investment?
– Korea is a unique destination with accessible adventures. You meet tradition and the modern and the traditional. Safety also stands out, Ruby James highlights.
What should I not miss when I go to Korea?
– Then I would probably like to highlight a Temple Stay, the experience is easy to book and is truly unique. Traditional meditation and vegan food are the key ingredients, the Zero-waste concept is also implemented, concludes Ruby James.
The evening's exhibiting companies included:
Holiday Planners
Hanatours ITC
H&T
Danim Group Inc.
US Travel Korea
Golden Tour Korea DMC
Etourism
Sally Tour
Lotte Hotels
Korean Air
Tonight's dinner
Signed by Chef Jennie Walldén who runs the restaurant Namu in Malmö.
We thank you for an inspiring evening!
