112 Delegates from China’s Top 100 Travel Agencies Participate in Mega Fam Tour, Driving Commercialization of Local Airport-Connected Travel Products

In a strategic move to decentralize inbound tourism away from the capital region and revitalize local economies, the Ministry of Culture, Sports and Tourism (MCST), alongside the Korea Tourism Organization (KTO), has launched an intensive initiative linking six regional international airports across South Korea with top-tier Chinese travel networks.

From September 8 to 15, the KTO invited a high-profile delegation of 112 key figures, including executives from China’s top 100 travel agencies, online travel agencies (OTAs), and prominent media personnel from major hubs such as Beijing, Shanghai, Guangzhou, Shenyang, and Chengdu. Divided into six specialized teams, the participants shadowed actual immigration and transit routes tied to local airports—namely Gimhae, Daegu, Muan, Yangyang, Jeju, and Cheongju. They explored diverse regional destinations including Gyeongju, Gimhae, Daejeon, Samcheok, Jeju, and Cheonan. 

As part of the itinerary, the delegation visited the historic UNESCO World Heritage site, Andong Hahoe Village, on September 12 to witness the traditional "Seonyu Julbulnori" (fireworks) festival, deeply immersing themselves in Korea's unique cultural heritage.

A representative from a major travel agency in East China remarked, "Arriving directly through regional airports rather than passing through Seoul offers a refreshing, differentiated experience for Chinese consumers, featuring localized cuisine, pristine nature, and rich traditions." The official added, "We plan to promptly launch innovative outbound products tailored to these unique regional assets discovered during our field inspection."

Building on the momentum of this mega fam tour, the KTO aims to develop over 100 new group tour packages connected directly to regional airports. To solidify this foundation, the organization is rolling out targeted promotional content for each of the six regional airports and securing regional tourist interpretation guides to assist Chinese travel agencies in product development and marketing. This systematic approach is designed to translate business exchanges between Korean and Chinese travel sectors into actual visits and long-term foreign tourist attraction. 

A cornerstone of the initiative took place on September 11 at the Andong International Convention Center, where the "Korea-China Travel Mart" B2B event was successfully held. Seven local regional governments—Gangwon, South Gyeongsang, North Gyeongsang, Daegu, North Jeolla, North Chungcheong, and South Chungcheong—showcased specialized local tour courses and tourism content tightly bound to regional airports with direct flights from China. 

During the subsequent networking and business matching sessions, approximately 700 B2B consultations took place between Chinese travel agencies, OTAs, media, influencers, and Korean local governments and domestic tourism stakeholders, resulting in 79 on-site contracts.

At the "Korea-China Tourism Industry Exchange Night" held on the evening of September 11, KTO President Park Sung-hyuk emphasized, "Regional airports serve as new gateways for international visitors to discover the multi-faceted charms hidden across South Korea." He further stated, "We will actively support ensuring that these exchanges do not remain a one-off event, but rather evolve into high-quality, stay-type regional tourism products anchored by local airports."

Industry analysts note that this aggressive multi-lateral cooperation between the Korean government, regional municipalities, and the Chinese tourism sector marks a pivotal turning point. By shifting the paradigm from Seoul-centric tourism to localized, airport-linked itineraries, South Korea is expected to draw a steady wave of repeat visitors eager to explore the authentic depths of Korean culture and regional landscapes.

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