KTO promotes Korean tourism in Abu Dhabi, targets Middle Eastern travelers

The Korea Tourism Organization (KTO) has stepped up efforts to attract travelers from the Middle East.

In collaboration with the Ministry of Culture, Sports and Tourism, KTO hosted the 2025 K-Tourism Roadshow in Abu Dhabi from November 6 to 8, highlighting K-Beauty as the main theme, the organization announced on November 10.

The B2B networking session held on November 6 at the Rixos Marina Hotel drew around 300 participants, including industry professionals and government officials from both countries. Later that evening, the “Night of Korean Tourism” event showcased the latest travel trends in Korea.

From November 7 to 8, a wide range of Korean tourism promotional programs, including K-Beauty and hanbok experiences, were held at Umm Al Emarat Park, a popular leisure spot for Abu Dhabi residents. A total of 22 Korean companies, including travel agencies and medical institutions, participated in the event to promote travel packages to Korea to local consumers.

The roadshow generated 351 business consultations, with 72 agreements expected to be signed.

Kim Jong-hoon, head of KTO’s International Marketing Division, said, “The Middle Eastern travel market is shifting from traditional business and family travel toward individual tourism focused on women and younger generations. This roadshow was designed to align with that trend, and we anticipate a strong response locally.”