Seoul Operators Hold 140 Trade Meetings to Pitch Nighttime Tourism in Tokyo

Seoul tourism authorities and nine commercial operators held more than 140 trade meetings in Tokyo, pitching late-night retail, hotel, and entertainment packages directly to Japanese travel agencies. The push took place at Tourism EXPO Japan 2026. Organizers targeted an event crowd of roughly 130,000 visitors at Tokyo Big Sight to drive spending past standard daytime sightseeing.

During the fair’s first two days, municipal promoters met alongside South Korean luxury hotels, duty-free retailers, performing arts producers, and yacht operators. The public booth drew approximately 3,200 Japanese consumers over the weekend. Visitors tested transit and attraction packages tailored for after-dark shopping and dining.

Targeting High-Yield Nighttime Spending

Organizers want longer visitor stays and higher evening spending across Seoul’s commercial districts. To sell the idea, the Seoul Tourism Organization built its pavilion around round-the-clock city access. The displays paired daytime sightseeing with late-night food markets and illuminated retail streets.

The Discover Seoul Pass took center stage as it marked its 10th operational year. The foreign-exclusive card combines public transit with entry to major tourist sites. Officials want the card to steer independent Japanese travelers into local shopping districts.

Commercial Exposure for Retailers and Hotels

Nine hospitality and retail enterprises joined the delegation to negotiate direct slots in Japanese tour packages. Direct inventory commitments give South Korean operators steady booking flows. That consistency matters as cross-border travel shifts toward independent, experience-driven trips.

Structured group itineraries and curated evening tours help department stores and duty-free outlets defend foot traffic against regional competitors. Luxury hotels and entertainment venues also count on these packages. They help fill mid-week rooms and theater seats.

Bilateral Travel Demand Surges

Japanese outbound travel to South Korea continues to rise, driven by steady interest in Korean music, television shows, and food. Asian travel demand shows uneven recovery across other routes. Still, the Tokyo-Seoul corridor delivers dependable visitor numbers.

Japan remains a crucial market with immense affection for Korean culture. By inviting travelers to experience Seoul by day and night, we aim to drive regional economic growth through sustained tourism momentum.

Contract Execution and Tour Rollouts

Following the 140 Tokyo trade meetings, Korean operators and Japanese buyers are turning initial agreements into autumn and winter tour products. Participating agencies will track booking conversions and pass redemptions ahead of peak fourth-quarter holiday travel.