Madrid Roadshow in Japan & Korea

The Madrid Destino Tourism Area organized last September the first Madrid Roadshow in Asia and, along with nine companies from the Madrilean tourism sector, visited the cities of Seoul and Tokyo. This action allowed us to strengthen ties between the professionals of Madrid and the Asian countries, to know better the local tourism sector of Korea and Japan, and to promote the city among the most prominent agencies and tour operators in each market.

The realization of these workshops, organized by Madrid Destino in collaboration with the Tourist Office of Spain in Tokyo, had among its objectives to improve the knowledge of Madrid as a top tourist destination in Europe for both markets.

To this end, Madrid Destino, under the umbrella of Culture, Tourism and Sports Area of ​​the Madrid City Council, developed a very complete program of activities that included sales visits to the central offices of HanaTour in Seoul and JTB, NTA and HIS in Tokyo with training about the Korean and Japanese markets; networking activities between the nine participating Madrid companies and the professionals of each market; and workshops with more than 50 Korean companies and 80 Japanese companies, including agencies, tour operators, airlines and specialized media.

Also during the first day in Korea, the Madrid delegation was received by the Tourism Area of ​​the Metropolitan Government of Seoul. This meeting highlights the willingness to continue strengthening ties between Madrid and Seoul, after the signing of a Memorandum of Understanding in March 2019.

It should be noted that in the visit to Hana Tour, the most important tour operator in Korea, the Madrid delegation was received by the president of the company, thus demonstrating the interest of Hana Tour in boosting Madrid as a top destination in its marketing strategy.

The satisfaction level of all the Madrilean companies was very high and some of them are already working directly in these markets after having attended this roadshow , even with personnel hired there directly.

All this places great value on the organization and the importance of working with the private sector together.