'Shanghai Roadshow' Held... Boosting Busan Tourism and Attracting Chinese Tourists

Exclusive Roadshow at Major Shopping Mall in Shanghai, China from 21st to 23rd

Boosting Marketing in Core Chinese Market Following Qingdao in May

Busan City, together with the Busan Tourism Organization, will hold a solo roadshow for general consumers at Raffles City, a large shopping mall in Shanghai, China, for three days from the 21st to the 23rd.

May Qingdao Roadshow.

This event is being held with the aim of promoting exchanges between the Korean and Chinese tourism industries and creating a tourism boom for Busan.

In line with the rapidly changing tourism trends in China, which are shifting towards individual free travel and rapid digitalization, the city is actively conducting local marketing, prioritizing cities with direct flights, to attract potential tourists from Greater China during the summer vacation season.

At the end of May, a roadshow was held in Qingdao, where more than 5,000 locals and international tourists visited the booth, and the event’s live broadcast ranked first in real-time on Weibo, making it a great success.

Continuing this momentum, the city will hold its second tourism roadshow in Shanghai, which is the second most populous provincial-level city in China, has daily direct flights to Busan, has long been a sister city with Busan, boasts a high rate of repeat visits to Korea, and leads travel consumption trends.

This roadshow is expected to attract more than 5,000 participants, including local travel agencies, online travel agencies (OTAs), duty-free shops, airlines, and consumers. Over the three days, there will be a sales call, partner day, and Busan tourism promotion booth in operation.

On the first day, the 21st, a business-to-business (B2B) "Partner Day" event will be held on the central stage of the shopping mall. This event is designed to provide business consultation opportunities between industries, paving the way for the local industry to enter the Chinese market and promote the development of Korea-bound travel products for local travel agencies.

From the Busan side, hotels and travel agencies will participate, while from the Chinese side, local airlines, OTAs, travel agencies, duty-free shops, media, and influencers will attend, totaling around 60 participants.

For three days on the first floor of Raffles City, visitors can find the Busan tourism promotion booth, where promotional materials will be distributed, on-site events will be held, and travel product consultations will take place.

In addition, various side events such as a K-pop random dance performance, Busan tourism quiz event, and photo zone have been prepared.

In particular, during this event, the city will be awarded the "2024 Global Top 100 Destinations" selected by the world-renowned OTA, Trip.com Group.

This award is one of the word-of-mouth awards announced by Trip.com on May 31, given to 100 global destinations selected based on popularity, actual visit numbers, search volume, and other criteria.

Following last year’s two awards?“2023 Trending Destination” and “2023 Best Overseas Partner”?the city’s selection as one of the world’s top 100 destinations again this year further raises the profile of Busan as a great city to visit.

This year, to expand the attraction of international tourists, the city is actively conducting on-site marketing overseas to diversify the tourism market and respond to demand-driven tourism trends.

While only two roadshows were held last year during the post-COVID recovery period, this year, the city is making every effort to quickly recover tourism demand by holding six solo roadshows and brand stores in six key and emerging markets, thereby attracting the attention of international tourists.

Park Geunrok, Director General of Tourism and MICE at Busan City, said, “Through this roadshow, we will strengthen business cooperation with the local tourism industry in China to achieve tangible results in attracting tourists, and we will actively promote Busan’s charm through local consumer-focused marketing so that many Chinese tourists can visit Busan during the summer vacation season.”

This content was produced with the assistance of AI translation services.