The Gulf Time Newspaper One of the finest business newspapers in the UAE brought to you by our professional writers and editors.
ABU DHABI / GULF TIME
The Ministry of Culture, Sports and Tourism and Korea Tourism Organization (KTO) successfully hosted the 2025 K-Tourism Roadshow Abu Dhabi from 6 to 8 November 2025, celebrating the beauty, wellness, and cultural appeal of Korea in the UAE.
Held at Rixos Marina Abu Dhabi and Umm Al Emarat Park, the event highlighted Korea’s diverse tourism offerings, from K-beauty and medical wellness to K-content and cultural performances, attracting numerous local visitors and industry professionals.
The UAE, as a key hub in the GCC and one of the region’s most influential travel markets, served as an ideal stage to showcase Korea’s growing appeal among female and MZ-generation travelers, reflecting the shifting trend toward independent and experience-driven tourism.
On 6 November, the B2B Travel Mart at Rixos Marina brought together leading players from Korea and the UAE for one-on-one business meetings, fostering new partnerships between medical institutions, travel agencies, and government representatives. The evening’s Korea Tourism Night introduced the latest K-tourism trends and celebrated the 2025 UAE Korea Tourism Awards, recognizing regional partners who have actively promoted Korean travel products. A Special Contribution Award was also presented to a local influencer for helping KTO’s Arabic YouTube channel surpass 500,000 subscribers.
From 7 to 8 November, the Korea Festival at Umm Al Emarat Park transformed the venue into a vibrant showcase of Korean culture and lifestyle. Twenty-two Korean exhibitors, including travel agencies, medical centers, and beauty brands, promoted tourism and medical travel to Korea through on-site consultations and interactive experiences. Visitors enjoyed K-beauty makeovers, hanbok try-ons, nacre craft grip-making, and pinball games themed around Korea’s major attractions.
Spectacular live performances added to the festival’s appeal, including the world-renowned non-verbal performance Nanta, a Taekwondo demonstration by Kukkiwon, and a K-pop concert themed K-Pop Demon Hunters, which captivated young and female audiences alike.
Under the theme “Feel the K-Travel & Beauty of Korea,” the event was jointly organized by the Korea Tourism Organization, the Korean Cultural Center in the UAE, and the Korea Creative Content Agency (KOCCA), delivering a large-scale Korea Week that maximized cultural impact and visibility across the region.
According to Mr. Namchun Kim, Acting Executive Vice President of the Tourism Content Strategy Division at KTO,
“With the rising demand for independent travel among Middle Eastern women and the growing interest from MZ-generation travelers, the K-Tourism Roadshow serves as a new bridgehead for promoting Korea’s tourism, beauty, and medical sectors in the region.”
The success of the 2025 K-Tourism Roadshow in Abu Dhabi underscores Korea’s commitment to deepening its partnership with the UAE and expanding its presence in the Middle East’s luxury, wellness, and cultural tourism markets, reaffirming Korea’s position as a global powerhouse of beauty, culture, and innovation.