Lauren Arena
Dec 15, 2017

Selling Seoul: A lesson in destination marketing

South Korea’s capital is shaking off its geopolitical curse to win business ahead of the PyeongChang Winter Games.

Dongdaemun Design Plaza, Seoul

In a year characterised by uncertainty and disruption, geopolitics has unduly influenced tourism and the business events industry. And nowhere is this more evident than across the Korean Peninsula.

For destination marketers and convention bureaus in South Korea, battling economic sanctions from China while weathering a growing threat of nuclear war has proved difficult, but in the country’s capital, the Seoul Tourism Organisation STO remains steadfast in its quest to attract business, especially from the...

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