KATHMANDU: Nepal made a strong pitch to Korean travellers and trade partners this week at the 41st Seoul International Travel Fair (SITF 2026), showcasing the country's trekking, mountaineering, cultural heritage, and wellness offerings at one of Asia's premier travel exhibitions.

The fair, inaugurated on June 4 at COEX Hall C in Seoul, runs through June 7 and brings together 423 organisations from 40 countries across 518 booths. Nepal's delegation, led by the Nepal Tourism Board (NTB), includes representatives from seven private-sector tourism companies presenting the country's diverse tourism experiences to Korean trade and consumers alike.

The Nepal stall drew early attention from VIP delegates, including the Chairman of the Korea Tourism & Travel Federation (KOTFA) and the event's chief guest, who visited the pavilion following the inauguration. Highlights on display included Nepal's Everest experience, Buddhist heritage sites, and the country's growing range of adventure and cultural activities.

Korea represents a high-value source market for Nepal, with arrivals exceeding 23,500 in 2025. Korean travellers are noted for their strong interest in trekking, mountaineering, cultural tourism, and wellness — segments that align closely with Nepal's core tourism offerings.

Direct air connectivity supports the bilateral tourism relationship, with Korean Air operating twice-weekly flights between Incheon International Airport and Tribhuvan International Airport in Kathmandu. Enhanced connectivity, tailored packages, and expanded trade and consumer promotions are expected to drive further growth in Korean arrivals in the coming seasons.

Nepal's participation at SITF 2026 is aimed at strengthening its market presence in Northeast Asia, deepening business ties between tourism operators in both countries, and positioning Nepal as a destination of choice for the growing Korean outbound travel market.