Ministry of Culture, Sports and Tourism and Korea Tourism Organization Launch Performance Tourism Campaign to Attract Foreign Visitors

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Introducing discounted performances and unique experiences with actors

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (hereinafter "the KTO"), in collaboration with the Korea Performance Tourism Association, will launch a performance tourism activation campaign titled "Korea In Motion" for foreign tourists from the 16th of this month through November 30.

Even before the current surge in foreign visitors to Korea, Korean performances have been a popular essential course for tourism in the country. For example, Nanta performances have attracted popularity from both domestic and foreign tourists due to their unique, thrilling scale. Additionally, performances featuring traditional court music and court dance held at Gyeongbokgung Palace have greatly appealed to foreign tourists with their distinctly Korean charm, contributing significantly to the increase in tourist numbers.

In this context, the campaign was organized to prepare a wider variety of "performances" and introduce them as tourism products that can be enjoyed during travel in Korea. In particular, this campaign adds appeal points by including programs for direct participation, going beyond mere viewing and appreciation.

During the campaign period, online travel agencies (OTAs) and performance tourism special exhibitions will be operated targeting major inbound markets such as China, Japan, Taiwan, the United States, Hong Kong, and Singapore. The special exhibitions include non-verbal performances that convey stories through body movements, sounds, and music without dialogue, as well as performances with dialogue that can be easily enjoyed by foreigners through AI smart subtitle glasses.

The KTO will also introduce special experience products for the first time in collaboration with performance companies, allowing audiences to participate directly. After the "Painters" performance, visitors can enjoy an experience of learning marbling art techniques from the cast and creating keepsakes. At the "Nanta" performance, visitors can try making souvenirs of stage props, while diverse programs such as a taekwondo experience at "Jump" and a traditional Korean musical instrument experience at "Youngjae Hanumhoe" will also be offered.

From the 17th to the 18th and from the 24th to the 25th of this month, highlight showcases of major performances participating in the campaign, such as "Anarchist" and "Finding Kim Jong-wook," will be held at the outdoor courtyard of KTO Hiker Ground (located in Jung-gu, Seoul). Additionally, pop-up booths will be operated at Hiker Ground and the Daehak-ro area until the 29th to conduct various on-site promotions, including performance information guidance, events linked to OTA special exhibitions, and AI smart subtitle glass experiences.

Baek Man-seong, Head of the Hallyu Content Team, stated, "We will strengthen promotional marketing so that Korean performances can become not just an attractive tourist course visited during travel, but a new reason and purpose for visiting Korea in themselves."

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*This content was translated by AI.View Original