Korea Tourism Organization Launches Hospitality Campaign for BTS Global Fandom
by Kim Heeyun
Published 17 Mar.2026 11:48(KST)
Promotional Videos and Hospitality Booths at Gwanghwamun on the 21st
Extended Hours at Hiker Ground
Tourism Information and Discount Benefits Also Available
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on March 17 that, taking the opportunity of BTS's comeback concert to be held at Gwanghwamun Square in Seoul on the 21st, they will launch a hospitality campaign and promotional activities targeting the global fandom and promoting tourism in Korea.
The Korea Tourism Organization plans to strengthen its integrated online and offline marketing so that BTS fans’ concert attendance can lead to actual tourism, hands-on experiences, and visits to local areas.
First, in the Gwanghwamun area, promotional videos for Korean tourism will be displayed on outdoor electronic billboards, and a large banner welcoming global fans will be hung on the outer wall of the Government Complex Seoul. Near the standing section on Sejong-daero, in front of Exit 6 of Gwanghwamun Station, a promotional booth will be operated together with the Korea Creative Content Agency to introduce K-content and travel information, and there will also be experience events and souvenir giveaways.
The nearby Korea Tourism Promotion Center, "Hiker Ground," will be decorated with a purple-themed interior. Various events will be held here, including beverage discounts, dance and singing competitions, and more. On the day of the concert, the center will extend its hours until midnight, and will provide access to restrooms, mobile phone charging services, and free Wi-Fi.
Online tourism promotions will also be conducted. The integrated Korean tourism platform "VISITKOREA" will feature a special exhibition introducing nearby tourist attractions at music video filming locations and concert venues. On NOL World, a platform for foreigners operated by Nol Universe, discount benefits on tourism and experience products will be offered to foreign visitors. The organization's overseas office social media channels will distribute card news containing necessary information for foreign tourists, such as entry procedures, concert details, payment methods, and transportation options.
In addition, the Korea Tourism Organization will support global influencers in producing promotional content about Korea. Selected influencers will receive experience vouchers allowing them to directly explore K-culture, tourism, and food, along with recommendations for filming routes and hands-on concierge services, including assistance with filming.
Tourist convenience and safety support will also be strengthened. The Korea Tourism Organization will expand the operation of the 1330 Tourist Information and Interpretation Service and tourist information centers, providing essential information in multiple languages regarding concert venue transportation, late-night travel, and nearby medical facilities. In addition, VISITKOREA's website and app will offer reference information on the concert venue and travel advisories for tourists.
Han Yeook, Director of International Tourism Content at Korea Tourism Organization, stated, "The BTS comeback concert is the perfect stage to showcase the appeal of Korean tourism to fans worldwide," adding, "We will do our utmost to ensure that fans return home with unforgettable memories of Korea by providing the best hospitality and convenience."
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