Unlock Exclusive Travel Deals: Must-See Highlights from the 2026 All That Travel Expo

Translation result. [Herald Economy = Reporter Kim Myung-sang] The hands-on travel fair 2026 All That Travel, which moves beyond listing facts to invite visitors to participate, opens today (the 30th). It’s the place to see the hottest travel trends—food, sports, and tech—served up together.

Now in its fourth year, 2026 All That Travel runs for three days, from the 30th through May 2, at COEX Hall D in Samseong-dong, Seoul. Two hundred thirty-seven organizations and companies from across the country—including local governments and travel agencies—are operating 361 booths. This year’s show puts more emphasis on gourmet travel, special offers, and interactive on-site experiences.

The fair features special deals aimed at travelers hesitating because of high prices and exchange rates. Hana Tour is showcasing package trips ranging from short-haul destinations like Japan, China, and Southeast Asia to long-haul options in Europe, the Americas, Australia, and New Zealand. Bookings made at the event receive an additional discount of ₩100,000 (about $75) off the listed price.

The small travel agency pavilion aTTrip is also on site. Launched last year through a collaboration between All That Travel and tourism venture Odding, aTTrip is an online platform dedicated to small travel agencies that offers domestic and international products year-round. At the group pavilion, visitors can design individual or packaged trips to China, Japan, Southeast Asia, Europe, and the Americas based on their schedules and preferred routes.

About 20 travel agencies will present themed packages—hot springs, golf, cinema getaways, and retro trips. On-site, you can have one-on-one consultations at each agency booth. There’s also a service that plays promotional videos created by AI, tailored to suggested itineraries and routes, to help attendees decide on the right package.

New this year are dedicated gourmet and festival sections—two top reasons people travel these days. Attendees can sample regional specialties such as traditional liquors, craft beers, wine, coffee, noodles, han-gwa (traditional sweets), honey, and jeotgal (salted seafood), and pick up tips for food-focused trips, including offerings from the “K-gourmet belt.”

At the Gourmet Travel Theme Hall near the exit, five local gourmet mobile passes will be introduced: Tongyeong Local Table, Yeosu Daldidan, Incheon Noodle, Jeonju Hansang, and Hello Insadong. Buy two passes and you’ll get an Insadong pass; buy five and you’ll earn a local accommodation reward.

Regional highlights span a wide range. Visitors can taste Gyeongju’s Hwangnam bread—first made in 1939—served warm just like at the source. The Ministry of Oceans and Fisheries, the Korea Fisheries Infrastructure Public Agency, and MekgoNol Lab will display the premium cup noodle Seohae Omyeon, which captures the flavor of clams from the Gunheon fishing village in Boryeong using freeze-drying.

Sunchang, famous for fermented foods, will offer a hands-on area using a gochujang-making kit and promote linked events such as the Sunchang Jangryu Festival (Oct. 15–18) and the Sunchang Korea Tteokbokki Festa (Nov. 21–22).

Gyeongju will showcase local legacy brands like master seafood producer Kim Heon-mok’s anchovy sauce and Ahhwa noodles. The Chungbuk Cultural Foundation will present its Chungcheong Yuram brand—focusing on Confucian heritage sites like seowon academies and old houses—and stage a traditional-liquor themed event called the “Oh My God Party.”

Newly designated global festivals—the Boryeong Mud Festival and the Andong International Mask Dance Festival—will run promotional booths and introduce festival-linked travel packages. Events participating as “preliminary global festivals,” including the Sunchang Jangryu Festival and the Jeongnamjin Jangheung Water Festival, will also promote themselves on site. Riding the wave of growing K-food interest, Sunchang will offer foreign-friendly experiences like a Global Gochujang Cooking Class led by master makers.

Global travel and activity booking platform Klook has set up a dedicated booth. Since debuting the “Failed Travel Photo” exhibition in 2023, Klook has joined the fair annually with giveaways and program sponsorships; this year it’s showcasing core services and specialized packages matched to domestic destinations, covering lodging, leisure, telecom, and transport.

Bluefrog, operator of the discount membership platform Sosok, partners with about 170,000 merchants and more than 400,000 members, and runs roughly 300 themed local passes. At the fair, it will introduce five local passes for Tongyeong, Yeosu, Incheon, Jeonju, and Seoul’s Insadong. Cultural content platform Yes24 will provide real-time search and ticketing for performances, exhibitions, and sporting events aimed at travel lovers.

The fair is packed with prize-driven events. Visitors who come with children younger than middle school age can enter a Family Month giveaway for domestic lodging vouchers, water park and museum tickets, rental car vouchers, and discount coupons. Shoppers who submit receipts showing they spent ₩10,000 (about $7.50) or more on travel-related items at the venue can win Southeast Asia hotel vouchers, travel apparel, rental car vouchers, and discount coupons in the purchase-receipt giveaway. Posting a visit review on social media will enter you in a visit-review giveaway with prizes like domestic lodging, water park, and museum tickets.

aTTrip and the camping zone will hold prize events for visitors who buy travel packages or camping gear, with rewards such as luxury hotel meal vouchers. Exhibitor booths will run three-day giveaways featuring prizes like a free trip to Mangystau, Kazakhstan; high-speed ferry tickets to Jeju from Mokpo or Jinju; wine; tumblers; key rings; portable chargers; umbrellas; postcards; tote bags; and eco-friendly amenity sets. For more details, check the fair’s website or Instagram.