Bangkok has become a focal point for Korean tourism promotion this week, with events showcasing travel opportunities to South Korea drawing large crowds at Thailand’s largest travel exhibition.

Between January 21 and 25, the 2026 Thailand International Travel Fair at the Queen Sirikit National Convention Center attracted around three hundred thousand visitors, where the Korea Tourism Organization and its partners presented Korean destinations, culture and lifestyle experiences under the theme “K-Lifestyle.” Thai enthusiasts responded enthusiastically to interactive zones featuring Korean beauty, fashion, traditional dress and local destinations, highlighting the growing outbound interest in Korea among Thai travellers.

Actor Park Bo-gum, serving as an honorary ambassador for Korean tourism, was a headline presence at the 2026 Korea Tourism Showcase on January 24, introducing his personal recommendations for travel in Korea and engaging directly with fans and potential tourists.

Thai music idol group DICE and influencer Bangkokboy also hosted segments on Korean travel trends, from cuisine to fashion, demonstrating the broad cultural appeal Korean destinations hold among Thai consumers.

These promotions correspond with upward trends in Thai outbound tourism, particularly to Korea, where visitor numbers as of the second half of 2025 were reported to be more than ten percent higher than the previous year, suggesting strong momentum in the market.

Thailand’s broader tourism industry remains dynamic, with authorities targeting tens of millions of foreign arrivals in 2026 and leveraging cultural soft power — including music, food and lifestyle experiences — to support its recovery and growth objectives in the face of regional competition and shifting travel patterns.