[Herald Economy = Reporter Kim Myungsang] The 4th All That Travel fair wrapped up today after a lively three-day run.Opening April 30 at COEX D Hall in Samseong-dong, Seoul, the show brought together 237 organizations and companies — from local governments to travel agencies — across 361 booths. This year the focus expanded on foodie experiences, special travel deals, and hands-on activities. Startups and tech firms also showcased how K-tourism is evolving by combining data and artificial intelligence.
Closing-day TT workshop... Tourism reshaped by AI and data
On the final day, May 2, the Korean Smart Tourism Association hosted a “Tourism Technology” workshop from 10 a.m. to noon to close out the event. The program featured three sessions. Kim Bada, chairman of the Korean Smart Tourism Association, spoke on “Tourism Technology Driven by Data, Technology and Networks.” Hwang Sang-chul, CEO of EspressoBook, presented “A Day in the Life of a Travel Company in the Age of AI Agents,” and Lee Woo-seok, director of MeokgoNol Lab, talked about “Gastronomy Tourism: Now a Data Business.”Kim said the workshop \"marks a milestone in showing how technology is reshaping the tourism industry.\" He added it offered industry professionals a chance to reassess business models and gave consumers a preview of next-generation travel services.
Tech, gastronomy, deals... K-tourism all in one
The exhibition floor was full of tech-forward travel services from startups. Lifestyle brand keek ran an interactive zone to try functional products, while eSIM provider kosim showcased digital travel solutions. Hyundai Marine & Fire Insurance staffed an information booth to emphasize the value of travel insurance. Resorts and guesthouses such as Sutra Harbor Resort, Heritique Jeju and Gukjejang Guesthouse hosted participatory events to promote their brands.Local governments and public agencies highlighted smart tourism offerings. The Hwaseong City Culture & Tourism Foundation operated a roulette and quiz game featuring the character “Koriyo.” The Chungnam Culture & Tourism Foundation used an intelligent kiosk to recommend ideal travel routes and handed out eco-friendly amenity sets as part of its “smart tourism” service. The nonprofit Korea’s Paths & Culture ran a stamp rally using tarot cards and distributed books and keyrings.
Food and festival experiences were front and center. The show featured a “K-Gastronomy Belt” and a “Gourmet Travel” pavilion where visitors sampled regional specialties. Products on display included local gourmet passes from five areas — including Tongyeong, Yeosu and Incheon — Gyeongju’s Hwangnam bread, and the Fisheries & Coastal Management Corporation’s “Seohae Omyeon.” Promotion booths also spotlighted global festivals such as the Boryeong Mud Festival, the Andong International Mask Dance Festival and the Sunchang Fermented Soy Festival.
On the travel deals side, Hana Tour offered an extra 100,000 KRW (approximately USD 75) off for on-site bookings, and small-business travel platform AtTrip held consultations on themed products from around 20 companies. Global platform Klook, discount membership service “Sosok,” and culture platform YES24 also demonstrated booking tools and related services.
Prize events abound for Family Month
To mark Family Month, organizers ran family-focused events on the closing day. Attendees who brought children under middle school age could enter prize draws for domestic hotel stays, waterpark and museum tickets, and car-rental vouchers.The fair also tied purchases and social reviews to rewards. Visitors who submitted receipts for travel-related purchases of at least 10,000 KRW (approximately USD 7.5) were eligible for prizes like Southeast Asia hotel vouchers, travel apparel and car-rental vouchers. Those who posted their impressions on social media could also receive domestic hotel stays and admission tickets.
Exhibitors handed out a variety of branded giveaways. AtTrip and the camping zone offered hotel meal vouchers to customers who bought travel packages or camping gear. Individual booths distributed free travel tickets, high-speed ferry passes, wine, tumblers, power banks and eco-friendly amenity sets.
For more details about the event, visit the fair’s website or Instagram.
