The Gyeongbuk Culture and Tourism Organization (GCTO), led by President Kim Nam-il, successfully concluded a high-impact regional tourism marketing campaign at the 2026 Malaysia International Travel Fair (MATTA Fair), held from September 4 to 6 at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. 

Organized by the Malaysian Association of Tour and Travel Agents (MATTA), the MATTA Fair stands as Malaysia's largest and most influential consumer-focused travel exhibition, drawing hundreds of thousands of visitors annually. For this year’s 59th edition, Gyeongbuk joined forces with the Korea Tourism Organization (KTO) and nine other regional tourism organizations and local governments to operate a prominent, open-concept Korea Pavilion. This collaborative space served as a vibrant hub to capture the attention of Southeast Asian travel enthusiasts looking for their next international getaway. 

Recent data from the Korea Tourism Organization highlights a steady upward trajectory in Malaysian tourism to South Korea, with visitor numbers climbing from approximately 260,000 in 2023 to 300,000 in 2024, and further expanding to 330,000 by 2025. Recognizing Malaysia as a core growth market for inbound tourism, GCTO has systematically cultivated this region through strategic partnerships. These milestones include signing a landmark Memorandum of Understanding (MOU) with MATTA in 2023, followed by an exclusive familiarization (fam) tour in 2025 that invited top MATTA executives and affiliate networks directly to Gyeongsangbuk-do to experience its heritage firsthand.

Building on these foundations, the Gyeongbuk promotional delegation showcased a diverse portfolio of regional assets during the three-day expo. The exhibition spotlighted Gyeongju—the historic host city of the upcoming APEC Summit—alongside UNESCO World Heritage sites, traditional Korean culture, and local festivals. Capitalizing on the immense popularity of K-dramas and spicy Korean cuisine ("K-Spicy") among Malaysian demographics, GCTO strategically promoted iconic filming locations and the vibrant Gumi Ramyeon Festival, tailoring its offerings precisely to modern lifestyle trends.

The localized approach yielded tangible results, attracting approximately 1,200 prospective travelers to the Gyeongbuk promotional booth. The immense foot traffic underscored a deep regional curiosity about Gyeongbuk's unique cultural landscape. Building upon consumer feedback and newly forged business-to-business networks with local travel agencies, GCTO aims to engineer customized long-stay itineraries designed to encourage Malaysian travelers to extend their duration of stay and explore deeper into Gyeongsangbuk-do's diverse municipalities.

"Malaysia represents a high-potential market characterized by a passionate demographic deeply engaged with K-content and Korea's distinct seasonal beauty," stated GCTO President Kim Nam-il. "Our participation in the 2026 MATTA Fair has allowed us to project Gyeongbuk’s distinct charm onto a global stage, and we will continue developing specialized, extended-stay tourism products that ensure visitors can deeply immerse themselves in everything our region has to offer."

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