The 41st Seoul International Travel Fair (SITF 2026) will take place from June 4 to June 7 at COEX Hall C in Seoul, bringing together global tourism organizations, travel companies, and destinations in what organizers describe as a more business-driven and consumer-oriented format.
Now in its 41st edition, SITF has long been recognized as one of Korea’s major international travel fairs. This year’s event will feature 423 organizations and companies from 40 countries, operating a total of 518 booths, according to the organizing committee.
Beyond Promotion: Toward a Tourism Marketplace
Shin Joong-mok, Chairman of the SITF 2026 Organizing Committee, said this year’s event aims to evolve beyond a traditional tourism promotion exhibition into a ‘Tourism Marketplace’ where visitors can explore destinations, compare travel products, and make bookings or purchases directly on-site.
“SITF 2026 is designed not only to showcase destinations but also to create practical opportunities for travel experiences to be booked and purchased,” Shin said.
The change reflects broader shifts in the global tourism industry, where travelers increasingly seek practical, experience-based travel planning rather than passive destination promotion.
Long Stay Tourism Takes Center Stage
Another key theme for this year is ‘Long Stay Tourism,’ a concept centered on longer, more immersive travel experiences that encourage visitors to spend more time in local communities.
Rather than focusing solely on short sightseeing trips, SITF 2026 plans to introduce tourism models that promote deeper local experiences and contribute to regional economies.
‘SITF will continue to develop as a global platform where tourism organizations, industry professionals, and travelers can communicate and cooperate,’ Shin added.
As tourism competition intensifies across Asia, SITF 2026 may offer a glimpse into how international travel fairs are repositioning themselves—not merely as promotional events, but as places where tourism business and consumer decision-making increasingly meet.
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