South Korea Sets New Milestones in Tourism Growth with Strategic Seattle-Incheon Flight Launch and Dynamic Travel Partnerships

Wednesday, June 11, 2025

South Korea is taking bold steps to strengthen its tourism ties with the U.S. by partnering with Hawaiian Airlines for a groundbreaking new non-stop route from Seattle to Incheon. This strategic move is designed to enhance accessibility to South Korea, offering American travelers an effortless gateway to experience the country’s rich culture, history, and vibrant tourism offerings. With the growing popularity of Korean entertainment, the new route is set to spark a surge in U.S. tourism, providing a seamless travel option and opening the door to exciting new travel experiences. Through this collaboration, South Korea and Hawaiian Airlines aim to create unprecedented opportunities for cultural exchange, making it easier than ever for U.S. visitors to explore Korea’s diverse and unique attractions.

On Tuesday, June 10, 2025, the Korea Tourism Organization (KTO) Los Angeles office, in collaboration with Incheon International Airport Corporation (IIAC), hosted an impactful B2B tourism briefing titled “Discover Your Korea in Seattle 2025.” The event took place at the Lotte Hotel Seattle and was designed to commemorate the launch of Hawaiian Airlines’ new non-stop route between Seattle and Incheon, scheduled to begin in September. This gathering sought to expand the demand for inbound travel to Korea by fostering networking and collaboration with local travel industry professionals, further cementing the ties between the U.S. Pacific Northwest and Korea.

The event garnered a positive response, attracting around 60 attendees. Representatives from Hawaiian Airlines, Alaska Airlines, Incheon International Airport Corporation, and major local travel agencies, as well as tourism professionals from the Seattle area, were present. The turnout underscored the growing interest in fostering greater connectivity between the two regions and expanding tourism offerings to Korea. The high level of participation highlighted the event’s strategic importance in boosting bilateral tourism and encouraging the development of new travel products tailored to the evolving needs of U.S. travelers.

The event kicked off with a luncheon briefing, where Hawaiian Airlines took center stage to present their new route. The airline highlighted the significant convenience this non-stop service between Seattle and Incheon would offer travelers. Hawaiian Airlines emphasized that this route would enhance accessibility to Korea, making it easier for U.S. tourists to experience the country’s rich cultural and historical offerings. The non-stop flight is expected to create a seamless connection for travelers eager to explore Korea, as well as foster deeper ties between the U.S. and Korea, especially within the Pacific Northwest area.

Following Hawaiian Airlines’ presentation, the KTO Los Angeles team gave a comprehensive overview of the latest trends in Korean tourism. One of the key topics discussed was the emerging phenomenon of “K-Content Tourism,” which has gained traction as a major driver for global tourism to Korea. K-Content Tourism is centered around the immense global popularity of Korean entertainment, including K-pop, Korean dramas, films, and the rapidly growing interest in Korea’s rich cultural history. KTO explained how this trend presents an exciting opportunity to link Korea’s entertainment culture to tourism, allowing international visitors to engage with the country in new and exciting ways.

KTO also provided a deeper dive into the theme-based travel approach, which is gaining popularity as tourists seek more personalized and immersive experiences. Regional attractions in Korea, such as historical sites, scenic landscapes, and culturally significant landmarks, were presented as potential focal points for customized travel packages. The presentation emphasized how these regional themes could be integrated into tour offerings, allowing U.S. travelers to curate their travel experiences based on their interests, whether it be exploring Korea’s traditional temples, discovering vibrant K-pop landmarks, or enjoying Korea’s natural beauty in the countryside.

The presentation by KTO was met with enthusiastic responses, as many local travel professionals expressed interest in developing new travel products that align with these trends. By actively encouraging the creation of tailored travel experiences, KTO is seeking to position Korea as a top destination for travelers from the U.S., particularly in light of the growing popularity of “themed” vacations and personalized itineraries.

Incheon International Airport Corporation also played a significant role in the briefing by highlighting its status as a premier global hub. The presentation shed light on the airport’s world-class infrastructure, emphasizing its efficiency, passenger-friendly services, and seamless transfer options. Boasting cutting-edge facilities and outstanding customer service, Incheon International Airport stands as a primary gateway to Asia, providing seamless access to key destinations across the region. This message was particularly relevant to the U.S. market, as Incheon is an ideal transit point for American travelers heading to other parts of Asia.

IIAC also underscored its commitment to providing a smooth and hassle-free travel experience for passengers, with numerous services designed to enhance convenience and comfort. These services include fast-track immigration, extensive airport amenities, and a wide range of dining and shopping options. The airport’s status as a hub for international travelers reinforces its role as a critical part of Korea’s tourism infrastructure, and the presentation helped solidify its appeal as a preferred choice for travelers heading to Korea.

The event wrapped up with an exciting raffle giveaway, providing a fun and interactive experience for all participants. This activity provided a lighthearted conclusion to the formal presentations and offered additional opportunities for attendees to connect with one another. Networking sessions before and after the presentations facilitated further collaboration, allowing participants to discuss potential partnerships and explore opportunities to expand travel offerings to Korea in the future. These interactions played an important role in laying the groundwork for continued collaboration and mutual support among travel industry professionals in the Pacific Northwest and beyond.

The “Discover Your Korea in Seattle 2025” briefing was a resounding success, fostering meaningful exchanges and establishing a solid foundation for future tourism development between the U.S. Pacific Northwest and Korea. The event showcased the growing interest in Korean tourism, particularly as new travel routes and creative travel products are developed. It highlighted Korea’s appeal as a top destination for American travelers and underscored the importance of fostering collaborative relationships between tourism organizations, airlines, and local travel agencies.

South Korea is partnering with Hawaiian Airlines to launch a non-stop route from Seattle to Incheon, making it easier than ever for U.S. travelers to explore the country’s rich culture and vibrant tourism offerings. This strategic collaboration aims to boost U.S. tourism and create exciting new travel opportunities to South Korea.

By providing a platform for local professionals to engage with Korean tourism stakeholders and learn about emerging trends, the event served as a catalyst for deeper engagement and increased tourism to Korea. As the Seattle-to-Incheon route nears its launch, there is a renewed sense of optimism and excitement about the future of U.S.-Korea travel, with opportunities for growth and innovation on the horizon.