Love Korea: Boosting Thai Tourism to Korea

 

 

 

Love Korea: Boosting Thai Tourism to Korea

 

The Ministry of Culture, Sports, and Tourism (MCST) and the Korea Tourism Organization (KTO) organized the "Love Korea" promotional event in Bangkok from April 22-23, targeting Thailand’s peak travel season during the Songkran holiday (April 12-16).

 

Korea Tourism Organization(KTO) /사진=한국관광공사

 

The event aimed to revitalize Thai tourism to Korea and enhance Korea’s image by leveraging the ongoing popularity of K-culture in Thailand.

 

1. Reviving Thai Tourism to Korea

In 2019, Thailand was South Korea’s largest inbound tourism market in Southeast Asia, with 570,000 Thai visitors. However, due to the COVID-19 pandemic and K-ETA (Korea Electronic Travel Authorization) restrictions, Thai arrivals dropped to 320,000 in 2023, with a recovery rate of just 56.7%. Concerns over entry denials discouraged Thai travelers, despite their continued enthusiasm for Korean culture.

Recognizing this trend, the MCST and KTO initiated this event to restore confidence in traveling to Korea.

By promoting attractive tourism products and positive experiences, they aimed to encourage more Thai tourists to visit Korea.

 

2. Highlights of the Love Korea Event

the cherry blossom tours in Gyeongju

 

Held at Siam Paragon, one of Bangkok’s largest shopping malls, the event featured 25 organizations, including airlines, travel agencies, regional tourism offices (RTOs), and global OTAs. Special promotional offers on Korean travel packages were a major draw.

Popular springtime travel packages, such as the cherry blossom tours in Gyeongju (host city of APEC 2025) and the canola flower tours in Jeju, gained significant attention. The event resulted in 3,400 travel consultations, with an estimated revenue of 1.52 billion KRW ($1.15 million), including pre-event online promotions.

In addition to travel promotions, the event featured diverse cultural programs:

• K-pop Mini Concert: A live performance by Minnie, a Thai member of (G)I-DLE, thrilled local fans.
• Korea Tourism
• Talk Show: Experts shared travel tips and cultural insights.

bibigo

 

• K-Food Experience: The event showcased Bibigo’s Korean cuisine, attracting food lovers.
• K-pop Dance Contest: Many Thai participants joined to express their love for Korean pop culture.

With an estimated 50,000 visitors, the event demonstrated Thailand’s strong interest in Korean culture and travel.

 

3. Future Marketing Strategies for Thai Tourists

KTO’s 2024 Global Hallyu Survey revealed that 83% of Thai respondents had a positive perception of Korean cultural content, ranking Thailand third among 26 countries. KTO aims to leverage this strong K-culture enthusiasm to drive tourism recovery.

To encourage travel to Korea, KTO is collaborating with global OTAs like Traveloka and KKday for a special promotion until late May. A major highlight is the "1+1 Flight Package", offering a free domestic flight within Korea for travelers purchasing an international ticket. This initiative is expected to boost regional tourism beyond Seoul, promoting cities like Busan, Gyeongju, and Jeju.

By expanding partnerships with private companies and enhancing local marketing efforts, KTO is committed to restoring Thailand’s pre-pandemic tourism levels and further strengthening the connection between Korea and Thai travelers.