SITF 2026 at COEX: Practical Guide to the Seoul Travel Fair Dates, Venue, Booths, and Programs

SITF 2026 at COEX was held from June 4 to 7, 2026, in Hall C at Seoul’s COEX, giving visitors a concentrated look at international and domestic travel options in one venue. Officially presented as the 41st Seoul International Travel Fair, the event brought together tourism boards, airlines, travel agencies, hotels, local governments, and cultural institutions for public travel information, business meetings, and destination promotion.¹

Because June 9, 2026, falls after the event dates, this guide is written as a practical recap for readers checking what SITF 2026 offered, how the Seoul Travel Fair was structured, and which visitor details were officially available.

SITF 2026 COEX Schedule and Visitor Basics

The core visitor information was straightforward. COEX listed the 41st Seoul International Travel Fair for June 4-7, 2026, at Hall C. Visitor hours were 10:00-18:00 from June 4 to June 6, and 10:00-17:00 on June 7. General admission was listed at 10,000 won, while student admission was listed at 5,000 won.²

The organizer information also matters for readers checking whether they are looking at the correct event. COEX identified the hosts as the Seoul International Travel Fair Organizing Committee and the International Tourism Forum, with KOTFA listed as the event manager.² The official Seoul International Travel Fair site also described the event as a tourism exchange platform with participation from tourism offices, airlines, travel agencies, hotels, local governments, and cultural organizations, and it included guidance on B2B travel mart and pre-registration information.¹

For visitors, the main takeaway is that SITF 2026 was not only a general exhibition. It combined consumer-facing destination browsing with industry-facing networking. That meant the same venue supported casual visitors comparing trip ideas, regional tourism offices presenting local attractions, and travel professionals discussing product development or visitor-attraction partnerships.

What Visitors Could Find Inside Hall C

The 2026 fair’s reported theme was “sustainable long-stay travel,” with the event taking place in COEX Hall C in Gangnam, Seoul. Donga Ilbo reported that the fair included 40 countries, 423 participating organizations and companies, and 518 booths.³ These figures show why the event functioned as a broad travel marketplace rather than a narrow promotional showcase.

The range of participants was also wide. Overseas tourism boards and embassies, domestic local governments, hotels, resorts, airlines, and travel agencies provided travel information, cultural experiences, and product consultations.³ For a visitor, that translated into several practical uses: comparing destinations, asking about regional travel routes, gathering package or accommodation information, and trying destination-linked cultural programs.

The Travel News described the 41st Seoul International Travel Fair as evolving beyond a tourism promotion exhibition into a marketplace-style event where visitors could compare, reserve, and purchase travel products on site.⁴ That framing is important for anyone searching after the event, because SITF 2026 was positioned not just as a place to collect brochures, but as a venue for direct travel decision-making.

Two themes were especially prominent in the available reporting: longer-stay travel and regional tourism consumption.⁴ In practical terms, that means the fair’s value was not limited to short overseas trips. It also supported interest in slower itineraries, local destinations, regional festivals, city tours, heritage tourism, and tourism products linked to specific regions.

Regional Programs and B2B Travel Mart Activity

Domestic regional promotion was a clear part of SITF 2026. Daegu City and Gyeongbuk Province jointly operated a “2026 Daegu-Gyeongbuk Travel Promotion Hall” during the June 4-7 event at COEX. Daegu introduced city tours, festivals, and event information, while Gyeongbuk presented night-view destinations as well as UNESCO World Heritage and documentary heritage tourism resources.⁵

The Daegu-Gyeongbuk booth also included visitor participation programs such as a stamp tour, photo kiosk, tourism keyring-making, and tourism quizzes.⁵ These activities matter because they show how the fair combined information gathering with hands-on destination promotion, making the venue useful for families, individual travelers, and domestic travel planners as well as industry attendees.

A short official comment from Daegu’s tourism office captured the cooperation angle: Lee Sun-ae, head of Daegu Metropolitan City’s tourism division, said the city would “continue to expand tourism cooperation” so Daegu and Gyeongbuk could grow together as competitive global tourism cities.⁵

Busan also used the fair to promote its tourism content and tourism-industry competitiveness. News1, carried by Financial News, reported that Busan City and the Busan Tourism Organization participated in the 2026 Seoul International Travel Fair, and that Busan operated a joint promotion hall in its role as a TPO chair city with Gimhae, Andong, Hue in Vietnam, and Kota Kinabalu in Malaysia.⁶

On the business side, the Busan Tourism Organization discussed tourism product development and tourist-attraction cooperation with domestic and international travel agencies and tourism platform representatives through the B2B travel mart.⁶ That points to one of the fair’s most practical industry functions: connecting destinations and travel businesses that may later shape actual travel products.

작성자 소개

Patrick Choi

Administrator

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