The Korea Tourism Organization staged the 2026 France B2B Travel Mart in Paris and Lyon over two days from June 10, courting about 130 French travel industry figures as Korea and France mark the 140th anniversary of diplomatic relations. The opening day in Paris unfolded at the Guimet Museum, where the agency tied its sales pitch to two Korean exhibitions on view there, "K-Beauty. Korean Beauty, Story of a Phenomenon" and "Silla : Gold and the Sacred. Royal Treasures of Korea." Juliette Morillot