Major League Baseball Hits South Korea with the Seoul Series

The first-ever Major League Baseball game to be held in South Korea took place on March 20–21, 2024, featuring the Los Angeles Dodgers and the San Diego Padres. Recognizing the potential and significance of this historic event, the Los Angeles Tourism & Convention Board (LATCB), San Diego Tourism Authority (SDTA), MLB and Visit California partnered on multiple in-market events, successfully drawing over 200 trade partners, celebrities, media, and travel influencers.

Prior to the first game, a VIP Trade Event was held at Habib House, the U.S. Ambassador’s residence, hosting over 100 attendees including trade and media VIPs, the U.S. Ambassador to South Korea Philip S. Goldberg, celebrities, MLB representatives and California partners. The event provided the perfect opportunity for Visit California to unveil The Ultimate Playground, emphasizing Korean travelers’ growing interest in sports tourism. Also in attendance was beloved actor, Lee Byung-hun, speaking about his love of California and baseball ending the speech with a toast to Julie Coker, President & CEO of San Diego Tourism Authority, and Adam Burke, President & CEO of Los Angeles Tourism & Convention Board, and the games ahead.

On March 20, Visit California, LATCB and SDTA, hosted a viewing party drawing over 70 trade, media and influencers eager to immerse themselves in the excitement of the MLB Seoul Series opener. Divided into sections dedicated to the Dodgers and Padres, the party fostered a sense of camaraderie and competition, led by famous sportscaster Lim Yong-Soo, who provided commentary, destination insights and bits of trivia along the way.

Through the partnership with the MLB, 80 tickets were provided to celebrities, trade partners, media and influencers to experience first-hand the passion and excitement of major league baseball. The viral buzz these partners have created around the games is introducing California as a leading destination for sports travel and helping California become the next dream destination for their followers.

To maintain the momentum gained from these games, a strategic co-op with travel agency LOTTEJTB and Asiana Airlines will run from April through June with a travel period of April through September 2024 capitalizing on the current MLB season.

The MLB Seoul Series Opening Games underscored the significance of sports in Korean culture, emphasized the importance of play and showcased California as the Ultimate Playground.