From June 4 to 7, the 2026 Seoul International Travel Fair (SITF 2026) was held at the Convention and Exhibition Center (COEX) in Seoul. The fair brought together 423 cultural and tourism organizations and enterprises from over 40 countries and regions, serving as a highly influential platform for cultural and tourism exchanges and cooperation in Northeast Asia.

Under the guidance and support of the Bureau of International Exchange and Cooperation of the Chinese Ministry of Culture and Tourism and the China National Tourist Office in Seoul, the Hunan Provincial Department of Culture and Tourism led a delegation consisting of cultural and tourism departments from Changsha, Zhangjiajie, and Chenzhou, as well as six key provincial cultural and tourism enterprises, to participate in the travel fair. With the theme "Welcome to Charming Hunan," the delegation carried out a series of overseas promotional activities to continuously consolidate traditional inbound tourism market of South Korea and further enhance the international influence of Hunan's cultural and tourism sector.

At the exhibition site, the Hunan booth showcased fine intangible cultural heritage items such as Hunan embroidery and distinctive ceramics, vividly presenting the distinctive characteristics of Hunan culture. The booth staff showcased Hunan's cultural and tourism products and travel routes to South Korean visitors and exhibitors, handing out over 1,000 copies of Korean-language promotional materials and souvenirs. The efforts effectively boosted the popularity and reputation of Hunan's cultural and tourism sector in South Korea.

On the afternoon of June 4, the "Hunan Cultural Tourism Promotion Event in Seoul, South Korea" event was held on the stage of the China Exhibition Area. Featuring distinctive programs such as Miao ethnic dance performances and interactive experiences, the event vividly showcased Hunan's folk customs, attracting over a hundred attendees and creating a lively atmosphere. Concurrently, the Hunan Chamber of Commerce in Korea specially invited Go Eun Ja Rak, a traditional Korean culture brand, to participate in the promotion event. Through displays of traditional Hanbok (Korean clothing) and performances of court culture, the event added a strong humanistic touch to cultural and tourism exchanges between Hunan and South Korea, further promoting mutual cultural learning and people-to-people bonds between the two regions. Related activities were featured in special reports by mainstream media outlets such as South Korea's Daily News.

During the exhibition, the Hunan delegation conducted targeted engagement with industry organizations and carried out a series of visits and exchange activities. The delegation visited the China National Tourist Office in Seoul to learn about demands of South Korean market and to discuss key tasks such as international cultural and tourism exchanges. They also visited Hunan-based catering brand outlets in South Korea, engaging in in-depth discussions on topics such as the global expansion of Hunan cuisine brands and the development of culinary tourism. In addition, the delegation specifically connected with mainstream South Korean media outlets. The delegation members met with heads of relevant departments at the Xinhua News Agency in South Korea, Korean Broadcasting System (KBS), and Joongang Tongyang Broadcasting Company (JTBC), engaging in in-depth discussions on topics such as joint cultural and tourism promotion, the creation of special content, the mutual influx of tourist flows, and regular media cooperation. They reached consensus on multiple areas of cooperation, laying a solid foundation for a South Korean media delegation to Hunan for field visits and joint promotional activities in the second half of this year.

Participating in SITF 2026 represents an important measure for Hunan to deeply cultivate the Northeast Asian overseas market and expand its opening up in the cultural and tourism sector. It has effectively broadened Hunan's overseas outreach channels for cultural and tourism promotion and strengthened collaboration and media partnerships between Hunan and South Korea. Moving forward, the Hunan Provincial Department of Culture and Tourism will continue to focus on key tourist source markets in South Korea, innovate overseas promotion models, carry out Hunan-South Korea cultural and tourism exchanges and cooperation on a regular basis, and make every effort to promote the high-quality development of the province's inbound tourism.

Chinese source: Hunan Provincial Department of Culture and Tourism