5,000 Chinese incentive tourists to visit Korea on cruise

Some 5,000 employees of a major Chinese liquor company are set to visit South Korea on an incentive tour, in a move expected to boost high-value corporate tourism and revitalize regional destinations.

The Korea Tourism Organization announced Thursday that it had secured an incentive tour group of approximately 5,000 employees, dealers and associates of Chinese liquor giant Wuliangye Group.

The group will arrive in two waves of about 2,500 each. Departing from Shanghai aboard an Adora Cruises ship, the first group will visit Jeju and Busan from Thursday through Monday, with the second group following from Monday through July 3.

The KTO's Chengdu branch led the recruitment effort. Noting that Sichuan and Guizhou provinces are home to six of China's 10 most celebrated liquor brands, the branch developed a tailored outreach strategy targeting local liquor companies. Wuliangye Group — which had been planning an incentive trip — was identified as a key target, and on-the-ground sales efforts ultimately secured the booking.

The result marks the first tangible outcome since the KTO signed a strategic partnership with Adora Cruises, China's largest cruise operator, in March. Since then, the two sides have worked together to expand domestic port calls — including in Busan and Yeosu — and to attract MICE tourists to Korea.

"This achievement is a meaningful sign of the recovery and expansion of the incentive tourism market among major Chinese corporations," said Kim Hyo-gyeong, head of the KTO's Chengdu branch. "We will redouble our efforts to attract more leading Chinese companies and large incentive tour groups, leveraging the Korea MICE road show we are hosting here in Chengdu this September."

Meanwhile, Jeju Tourism Organization and Busan Tourism Organization plan to hold welcome events for the Wuliangye group, including samulnori (traditional Korean percussion) performances and a hanbok (traditional Korean dress) honor guard.