When The World Comes To North Asia: Ensuring The Success Of Mega Events Continues Long After The Party Is Over

The 2018 Winter Olympics may have come and gone in Pyeongchang but the hard work continues for destination marketers, with the Korea Tourism Organisation aiming to leverage on extensive Games coverage to further boost awareness of the country among the event planning community. With the next few editions of the Olympics returning to Tokyo and Beijing, the region needs to not only create the capacity and infrastructure to handle the massive influx of travellers but also ensure inbound markets remain healthy in the longer term – a challenge which many event host cities have faced.

Korea Culture & Tourism Institute, Chief Researcher, International Tourism Research Division, Dr. Sung Tae Lee