- K-tourism investment presentations held in UAE, “Yanolja” starts attracting investments from UAE sovereign wealth fund

 - K-tourism promotion booth at Arabian Travel Market from May 1 to 4, followed by K-Tourism Roadshows from May 5 to 6

 - “Second Korea–Middle East Economic Cooperation Shuttle Group” dispatched to explore export markets for tourism and content companies

K-tourism ventures visited Abu Dhabi to hold a road show aimed at attracting investment from government agencies and investors. Some companies have achieved tangible results, entering into formal contract negotiations. Concentrated marketing efforts, such as K-tourism promotion booths and Korea Tourism Night, were operated to raise awareness of K-tourism’s charm in the Middle East.

The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST) in cooperation with the Korea Tourism Organization (CEO KIM Jang Sil, KTO), organized the “K-Travel Week in UAE” from May 1 to 6 in Abu Dhabi and Dubai, United Arab Emirates (UAE), to boost K-tourism companies’ presence in the Middle East market and increase demand for K-tourism.

The event was a follow-up to President YOON Suk Yeol’s visit to the UAE in January, supporting local capital investment in Korean tourism businesses while creating a surge in K-tourism throughout the region. Two tourism companies, H2O Hospitality and Yanolja, which were included in the first “Shuttle Group,” had previously signed memorandums of understanding (MOUs)[1] with organizations such as the Abu Dhabi Investment Office (ADIO).

MCST Minister PARK Bo Gyoon said, “The UAE, a key gateway to the Middle East market, is enthusiastic about the unique charm of K-culture. By integrating the unique appeal of K-culture with tourism, we aim to add K-tourism to Middle Eastern tourists’ bucket lists. Furthermore, MCST will support Korean tourism companies as ‘One Team,’ helping them grow into unicorns leading the export market in the Middle East.”

 “Second Korea–Middle East Economic Cooperation Shuttle Group” was dispatched to Abu Dhabi to hold K-tourism venture investment presentation

MCST, along with the Ministry of Trade, Industry and Energy (MOTIE), dispatched the “Second Korea–Middle East Economic Cooperation Shuttle Group” to Abu Dhabi under the leadership of KIM Sang Ug, MCST Director General of Tourism Industry Policy Bureau, to hold the “K-Tourism Venture Investor Relations (IR) Roadshow.”

The “Korea-Abu Dhabi Tourism Partnership Forum” took place during the first part of the event on May 3 (Wed) at Erth Hotel in Abu Dhabi, with attendees such as the Abu Dhabi Investment Office (ADIO), Abu Dhabi Department of Culture and Tourism (DCT), and Mubadala (sovereign wealth fund). They discussed topics such as “Korean startup collaboration initiatives” and “suggestions for successful entry into the Middle East market.” In the second part of the event, 15 K-tourism and content companies held investment presentations for leading investors, such as Mubadala (sovereign wealth fund), Shorooq Partners, and Abu Dhabi Development Holding Company PJSC (ADQ).

“Cloud Hospital” and “Himedi,” participants in the investment presentation, introduced a medical tourism platform connecting global medical tourists to domestic hospitals and a platform providing concierge services for medical tourists’ departure and arrival, thereby attracting the attention of Middle Eastern investors with high medical tourism demand. Offering ICT-based nonpowered racing experience content, “Monolith” also garnered significant interest from Middle Eastern investors, focusing on creating experiential landmarks.

In addition, “Yanolja” became the first Korean company to join the “Global Unicorn Center,” established by the UAE government last February. Through the Roadshow, Yanolja signed a nondisclosure agreement (NDA) with the UAE sovereign wealth fund “Mubadala” to attract investments. Yanolja CEO KIM Jong Yoon announced the company’s business vision in partnership with the local global online travel agency (OTA) “Wego,” stating, “Yanolja will go beyond being a platform, providing innovative technological solutions to grow together with global partners, including the UAE.” A representative from “Miral,” a local real estate company responsible for developing Abu Dhabi’s landmarks such as Ferrari World and Warner Bros. World, said, “Abu Dhabi is developing tourism resources with its unique natural resources, such as the sea and desert, by dividing each island into cultural and entertainment areas. We expect that combining Korean tourism technology with Abu Dhabi’s large-scale tourism districts will be mutually beneficial.”

Additionally, the KTO pledged to provide seamless follow-up support by signing an “MOU for tourism partnership” with ADIO to maximize the outcomes of this achievement.

 K-tourism promotional booth was operated at largest Middle East international tourism fair, “Arabian Travel Market”

 “Korea Tourism Night” and “K-Tourism Roadshow in UAE” held in Dubai

Meanwhile, the Middle East is an indispensable next-generation market in terms of attracting foreign visitors, with an average expenditure of USD 1,700 per person and an average stay of 10.5 days[2] as of 2019. The MCST has launched various K-tourism marketing initiatives to proactively attract Middle Eastern tourists in line with the Arabian Travel Market (ATM), the largest international tourism fair in the Middle East held in Dubai from May 1 to 4, and “Visit Korea Year 2023–2024.”

A K-tourism promotional booth was operated at the fair, with participation from about 26 companies, including domestic medical institutions specializing in dentistry, ophthalmology, and plastic surgery; travel agencies; local governments; and tourism ventures. In addition to showcasing leading medical tourism products combining specialized medical services, such as “medical checkups followed by forest trekking tours” and “58 recommended wellness tourism destinations,” the booth actively promoted “51 Hallyu-themed tourism courses” and “10 tourist routes around the Blue House,” which were newly developed for “Visit Korea Year 2023–2024.”

On May 4 (Thur) at 5:00 p.m., “Korea Tourism Night” took place at Address Sky View Hotel in Dubai. With the participation of the heads of Dubai and Sharjah Tourism authorities, a K-tourism presentation was introduced on three topics: business-to-business (B2B) travel marts, medical wellness and tourism ventures, and hub cities, involving more than 200 travel companies.

The “K-Tourism Roadshow” was also held at Dubai Festival City Mall on May 5 (Fri) and 6 (Sat), targeting UAE citizens. Various K-contents were displayed by genre, and movies such as “Little Forest” were screened during “K-Cinema Day.” In collaboration with the Korea Agro-Fisheries & Food Trade Corporation (aT), a “K-Food Experience Zone” was operated, allowing visitors to try Korean dishes such as candied chestnuts from the film “Little Forest.”