The City of Seoul is attending Malaysia’s largest international tourism exhibition, MATTA Fair 2018, launching into battle to attract Malaysian tourists with “Seoul citizen daily life experience” marketing.
Malaysia is a core Southeast Asian market with high potential for growth, with a yearly average growth rate in tourists visiting Korean of 10.3%. A total of 242,400 visitors from Malaysia visited Seoul last year.
MATTA Fair 2018 will be held from September 7–9 at Putra World Trade Centre located in Malaysia’s capital Kuala Lumpur, and an independent Seoul tourism publicity booth will be operated under the concept “Live Seoul Like I do.” Around 110,000 people from 14 countries will be operating 1,353 booths.
For the sake of this event’s Seoul tourism publicity, private sector-government cooperation is being pushed forward within the form of organizations related to Seoul tourism, including Espoir, SMTOWN COEX Artium, N Seoul Tower, Shinsegae Duty Free, and Sun＆Moon, going along as well and directly consulting with local consumers.
Those visiting the Seoul tourism booth can drink beverages made by a barista, watch a makeup show held at the K-Beauty Zone, learn makeup techniques and try out self-makeup at a space prepared at one side of the booth.
Through VR (virtual reality), visitors can also vividly meet, some of Seoul’s tourist attractions, from Seoullo 7017 to Yeontral Park, Hangang River’s Seoul Bamdokkaebi Night Market, and a museum with artists affiliated with SM Entertainment on display. There is also a photo wall for BTS, who are both global Hallyu idols and honorary tourism ambassadors for Seoul.
Considering the market’s characteristic high proportion of independent travelers, Seoul’s latest tourism products are also being promoted. One of them is the ‘Discover Seoul Pass’, which is a tourism pass. With only using that (one) card, it allows its holders to visit tourist sites for free and if charged, to use it as a transportation card as well, providing an opportunity to attract tourists.