Portugal Courts Korean Travelers with K-Pop Connections & Diverse Appeal
Seoul, South Korea – Portugal is actively targeting the growing Korean travel market, leveraging the popularity of K-pop groups like New Jeans and Rise, alongside its natural beauty, culinary scene, and vibrant cultural offerings. Lydia Monteiru, Portuguese Tourism Director, highlighted these attractions at a recent road show in Seoul, emphasizing a shift in travel trends post-pandemic towards experiences rooted in nature and unique cultural immersion.
Monteiru explained that many Koreans are unaware of Portugal’s status as a world-class surfing destination,boasting renowned spots like Nazaré – famed for its massive waves – and the World Surfing Reserve of Ericeira. Though, it’s the visual appeal of Portugal that’s already capturing attention, with several K-pop groups choosing the country as a backdrop for their music videos. “New Jeans and Rise, many popular K-pop idol groups, have filmed the music video against Portugal’s sea, small alleys, and even subway,” Monteiru stated.
The appeal extends beyond surf and scenery. Portugal’s gastronomy, especially its seafood, and wine regions like Alentejo and Douro are also key draws. Alentejo offers a blend of vast plains, wineries, and customary villages, while Douro is the birthplace of port wine, offering opportunities for grape picking and winemaking.
Cities like Lisbon and Porto are becoming “pilgrimage” destinations for K-pop fans,drawn to locations featured in music videos and the cities’ thriving art and music scenes. Monteiru noted lisbon’s frequent music festivals and events. Looking ahead, the Portuguese Tourism Office plans to develop themed travel packages in collaboration with partners met at the Seoul Road Show, focusing on gourmet experiences, sports, and street art to further attract young Korean travelers.
