2024 Korea Tourism, Medical and Culture Festival kicks off

The ‘2024 Korea Tourism, Medical, and Culture Festival’ kicked off on Friday at Mall of Qatar, captivating attendees with live performances, interactive activities, and an array of offerings immersed in Hallyu themes, notably K-pop.
Hosted by the Ministry of Culture of the Republic of Korea and organised by the Korea Tourism Organisation (KTO), the two-day festivity marks the 50th anniversary of diplomatic relations between Qatar and South Korea. In a press statement, KTO’s executive vice-president Hakju Lee said the festival aims to strengthen the growing tourism interactions between the two nations.
“The 2024 Korea Tourism, Culture, and Medical Festival in Qatar aims to enhance the continuously growing tourism exchanges between the two nations. This event underlines the varied attractions of Korean tourism, encapsulated under the theme Korea Tourism, All in One,” he said.
Lee highlighted strategic initiatives aimed at enticing more Qatari tourists to South Korea, including the appointment of 10 local travel agencies as ‘Private Travel Sellers’ tasked with expanding travel options to South Korea. He noted that more than 40 promotional booths, showcasing diverse themes such as travel, medical services, and the Korean Wave, were set up within Mall of Qatar, affording visitors a preview of Korean offerings.
Lee noted a remarkable resurgence of Qatari inbound tourism to South Korea, saying a substantial recovery with visitor numbers climbing steadily. In 2022, he said there were 919 visitors from Qatar, marking a 43% rise from pre-pandemic levels. “In 2023, it further increased to 1,866, reaching approximately 87% of the demand seen in 2019. This figure significantly exceeds the overall recovery rate of 63% for inbound tourism in 2023, indicating a rapid rebound in the Qatari inbound market,” he said.
Eyeing further growth, KTO plans to intensify promotional efforts, particularly through the organisation of the Qatar Cultural Medical Tourism fair. In addition, partnerships with local outbound travel agencies and airlines will be strengthened to craft and promote enticing tour packages to South Korea.
The festival’s inauguration witnessed a one-of-its-kind performance by K-Travel Junior Leaders, introducing attendees, particularly fans of Korean culture from the MZ generation, to the charm of Korea.
K-pop sensation MCND lit up the stage with a live concert, engaging the audience in the dynamic beats of the Korean Wave.
Attendees were also treated to themed zones, each offering a glimpse into various facets of Korean ingenuity. From the K-Tourism Zone showcasing the best of Korean travel experiences to the K-Medical Zone offering consultations in traditional Korean medicine, the festival captured the richness of Korean culture and innovation.
In a statement, South Korean ambassador Lee Joon-Ho said: “The year 2024 has been designed as the ‘Visit Korea Year’ following last year. Witnessing the recovery of international tourism, we have pledged to exert all our efforts to attract visitors to Korea from all over the world this year”.
Citing South Korea’s diverse landscapes and state-of-the-art medical facilities, the ambassador described South Korea as an unparalleled destination for cultural exploration and medical tourism.