The Ministry of Culture, Sports and Tourism (MCST) of Korea, in collaboration with the Korea Tourism Organization, has launched the K-Tourism Roadshow in Japan. This initiative aims to capitalize on the surge in Japanese visitors to Korea, which reached a record 3.65 million in 2023. The Roadshow is strategically timed to coincide with Japan’s Golden Week holiday period, a peak travel season from April 29 to May 6. The goal is to further stimulate Japanese interest in Korean travel and highlight Korea as an accessible and attractive destination.
The Roadshow targets Japanese travelers considering trips to Korea, as well as tourism industry stakeholders in both countries. Key events are being held in Osaka, Tokyo, and Fukuoka, with participation from 12 regional governments, local tourism boards, and related industry partners. Activities include tourism briefings, business meetings, and cultural festivals featuring Korean cuisine, beauty products, and K-culture experiences. Notable Korean celebrities such as singer Sung Si-kyung and actor Hwang Min-hyun are participating to draw local attention.
The program began on April 9 in Osaka with a tourism seminar and business networking event attended by approximately 170 industry professionals. On April 10, Tokyo hosted a large-scale seminar and exchange night, with around 300 participants including influencers and travel agencies. From April 11 to 12, a public festival in Tokyo’s Roppongi district is expected to attract about 30,000 visitors. The Roadshow concludes on April 30 in Fukuoka, where Deputy Minister Kim Dae-hyun will meet with Japanese travel agencies to discuss further cooperation.
Frequently asked questions include: Why is Japan a key market for Korean tourism? Japan accounts for about 20% of foreign visitors to Korea, second only to China. What are the main attractions for Japanese tourists? The Roadshow promotes diverse experiences such as Korean food, beauty, and regional travel. How can Japanese travelers participate? They can attend public events in Tokyo and Fukuoka, and access information through local travel agencies and online platforms.
The K-Tourism Roadshow is a strategic response to the growing interest of Japanese travelers in Korea, especially following a record year for arrivals. By aligning with Japan’s Golden Week and involving both public and industry stakeholders, the initiative maximizes exposure and engagement. The focus on K-culture, food, and beauty aligns with Japanese preferences and current travel trends. This approach is likely to further strengthen Korea’s position as a top destination for Japanese tourists.