KATHMANDU: Nepal's participation in the Seoul International Travel Fair (SITF) 2026 concluded on Sunday with strong interest from Korean travellers and trade professionals, as the Nepal Tourism Board (NTB) led a seven-company private sector delegation to one of Asia's largest travel exhibitions.

Held from June 4 to 7 at COEX in Seoul, SITF 2026 attracted nearly 45,000 visitors over four days. The Nepal Pavilion drew consistent footfall throughout the fair, with visitor inquiries centring on trekking opportunities, visa procedures, and air connectivity — reflecting the Korean traveller's well-established appetite for Nepal's adventure and heritage offerings.

High-profile attention from day one

The Nepal Pavilion received a high-level visit on the opening day from Korea Tourism Organization for Travel Agents (KOFTA) Chairman and CEO Shin Joong Mok immediately after the inauguration. Nirmal Prasad Bhattarai, Chargé d'Affaires a.i. at the Nepali Embassy in Seoul, also visited the pavilion with his team and interacted with guests and participating companies.

In a lighter moment that drew attention, popular Korean artist Hwang Mansok — known for his Gangnam Style sculptures — presented NTB with a photograph of one of his celebrated works. Special guests were welcomed at the pavilion and presented with Nepali souvenirs.

NTB officials engaged with multiple Korean media groups throughout the fair, sharing travel updates and promotional materials to amplify Nepal's visibility across local publications and social media platforms.

Private sector at the fore

Seven Nepali tourism companies participated alongside NTB: Journey DMC, Alpine Club of Himalaya, Himalaya Safety Treks & Expedition, Pearl Holidays, Taleju Adventure, The Trek Nepal, and Himalayan Guides Nepal Treks & Expedition. The fair provided them with a platform to reconnect with existing Korean partners and forge new business relationships.

NTB Senior Manager Archana KC Rana and Senior Officer Sushila Kumari Baral represented the board, coordinating with organisers, delegates, and visitors throughout the event.

A market worth pursuing

South Korea represents a compelling target for Nepal's tourism promotion efforts. The country generates nearly 30 million outbound travellers annually, and Korean arrivals to Nepal crossed 23,000 in 2025. Korean travellers are known for their interest in trekking, mountaineering, and Buddhist heritage — a profile that maps closely onto Nepal's core tourism strengths.

Coinciding with the fair, NTB also participated in the 5th World Tourism Industry Conference (WTIC) 2026, held in Seoul and Suwon from June 4 to 6. NTB Officiating Director Sunil Sharma delivered a presentation on global mega travel trends and their relevance to Nepal's tourism sector, under the conference theme of long-stay tourism as a new business frontier.