The Korea Tourism Organization held more than 750 business consultations at the world’s largest travel trade fair in Germany, resulting in an estimated 335 hundred million KRW (about $22,445,000) in inbound travel product sales.
The KTO announced on the 10th that it participated in ITB Berlin 2026 from March 3–5 (local time) and achieved those marketing outcomes. Over the course of the fair it conducted 753 business meetings, which the KTO estimates generated roughly 335 hundred million KRW (about $22,445,000) in Korea travel-package sales.
This year’s show brought together about 6,000 organizations from 160 countries. The KTO curated a Korea pavilion with 28 partners — including the Seoul Tourism Foundation, Busan Tourism Organization, and Gyeongsangbuk-do Cultural Tourism Organization — and welcomed approximately 5,000 visitors.
At the pavilion, attendees assembled a wooden model of Cheomseongdae, sampled regional tourism experiences, and lined up for a K-culture quiz. The KTO also hosted 25 local partners, including leading German media outlets and travel agencies, for tourism briefings and Korean food-tasting events to highlight Korea’s appeal.
The KTO rolled out market-specific strategies for Germany, noting that 48% of German visitors to Korea travel outside Seoul and that 27% of those visitors are business travelers—an especially high-spending segment.
To spur inbound business tourism, the KTO signed a multilateral memorandum of understanding with FRM (a German investment promotion agency), medical and health-product distributor Insenio, and T’way Air. The agreement aims to strengthen collaboration to generate higher-value inbound demand.
Kim Jung-taek, director of the KTO’s Frankfurt office, said, “Germany is a strategic market with a strong interest in Korea’s history and culture and growing business demand. We will use this fair as a springboard to turn German interest into actual visits and to boost regional tourism.”
