Korea Tourism Organisation (KTO) made a strategic push into the US medical tourism market with its first large-scale roadshow, held 17 September at the JW Marriott Los Angeles LA LIVE. The event, branded as the 2026 K-Medical Tourism B2B LA, brought together Korean medical institutions and US travel and healthcare professionals to forge cross-border partnerships.
Approximately 180 attendees participated, including representatives from 12 Korean medical and wellness institutions, US healthcare providers, and airline partners such as Korean Air and Delta Air Lines. The roadshow underscored Korea's ambition to position itself as a leading destination for medical and wellness travel, leveraging its reputation in advanced healthcare and K-beauty.
B2B meetings drive collaboration
A central feature was the Pre-Scheduled Appointment-based B2B meetings, which facilitated over 150 one-on-one sessions between Korean institutions and US partners. These meetings aimed to explore joint ventures, patient referral programs, and travel packages that combine medical treatment with tourism experiences.
David Cho, CEO of CloudAA Academy, delivered a keynote titled "K-Glow Era: The Rise of Korean Aesthetic Medicine & Medical Tourism," highlighting why US consumers are increasingly choosing Korea for aesthetic procedures. Cho noted that Korea's combination of cutting-edge technology and cultural appeal makes it a compelling option for medical travelers.
The event also featured the K-Medi Wellness Trail Experience, an interactive showcase offering AI-powered skin analysis and VR-based cultural experiences. These activities gave attendees a taste of Korea's innovative approach to wellness tourism.
Korea's medical tourism sector has been growing steadily, with the government and tourism bodies actively promoting it. The roadshow aligns with broader efforts to attract international patients, particularly from the US, where demand for cosmetic and wellness procedures remains high.
The US is a key market for Korea's medical tourism ambitions, and this roadshow marks a significant step in building relationships with US travel agents, healthcare facilitators, and airlines. Korean Air's extensive network, including its recent daily Delhi-Seoul service, supports the growing flow of medical travelers.
KTO's commitment to expanding global partnerships is evident in its ongoing initiatives, such as the upcoming K-Travel Fest in Toronto, which will further promote Korean tourism in North America.
The roadshow also highlighted the synergy between medical tourism and the broader travel industry. As the medical tourism market is projected to exceed $200 billion, destinations like Korea are well-positioned to capture a share of this lucrative segment.
For travel professionals, the event underscored the importance of integrating medical services into travel packages. Agents and tour operators can leverage Korea's healthcare offerings to create unique itineraries that appeal to health-conscious travelers.
KTO's Los Angeles office played a pivotal role in organizing the roadshow, reflecting the organization's focus on the US market. The event's success lays a foundation for ongoing collaboration between Korean and US professionals, with KTO committed to promoting Korea's medical tourism offerings and expanding its global reach.
As interest in health, beauty, and wellness continues to grow worldwide, Korea is positioning itself as a distinctive destination that merges advanced healthcare technology with K-Beauty and wellness experiences. The roadshow was a clear signal of Korea's intent to become a top choice for medical travelers from the US and beyond.
