Mongolian Tourism Industry Expands Global Reach at KOTFA 2025 Under the "Go Mongolia" National Brand

"Go Mongolia" National Brand, Mongolia tourism companies taking part in the Korea World Travel Fair.

Mongolia is showcasing its tourism potential at the Korea World Travel Fair 2025 (KOTFA) under the "Go Mongolia" national brand. As one of the world's leading travel exhibitions, KOTFA offers a crucial opportunity for Mongolia to strengthen international tourism partnerships and expand market reach.

In 2024, Mongolia welcomed 727,000 tourists, with 194,000 (26.7%) arriving from the Republic of Korea, making South Korea one of Mongolia’s largest inbound tourism markets. Over 80% of Korean tourists travel for leisure, signaling a robust and growing tourism exchange. To further enhance Mongolia’s visibility, delegates from the Ministry of Culture, Sports, and Tourism, Ulaanbaatar Tourism Department, Ulaanbaatar Theatre, and nine major tourism companies are engaging in business negotiations, promotional initiatives, and cultural showcases.

Korean Influencers and Media Driving Tourism Growth

South Korea’s digital media landscape has played a vital role in increasing Mongolia’s popularity. A 320.2% rise in South Korean visitors in the first half of 2024 underscores the impact of influencer-driven campaigns, viral content, and immersive tourism experiences.

Recently, 15 top South Korean influencers from The Star NCO participated in the "One Tourist, One Sheep" program, which allows visitors to adopt a sheep and experience Mongolia’s nomadic lifestyle firsthand. These influencers, with followers ranging from 300,000 to 17 million, shared compelling content that significantly increased interest among Korean travelers.

Additionally, MBC’s "I Live Alone" and JTBC’s "Delivery to Mongolia" have highlighted Mongolia’s landscapes and unique cultural experiences, drawing attention from millions of South Korean viewers.

Strategic Advantages for Future Growth

Key factors contributing to Mongolia’s accessibility include:

• Visa-free travel policies

• Reduced airfare costs

• Digital marketing and social media presence

• Cross-border business collaborations in tourism

With the Korea World Travel Fair serving as a major networking platform, Mongolia is solidifying its position as a premier tourism destination for South Korean visitors, ensuring long-term growth in cultural exchanges and tourism investments.

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