KTO

Business

인쇄
공유

International Tourism Support

Business Overview

The Korea Tourism Organization is endeavoring to facilitate the early recovery and revitalization of the slowed inbound tourism market caused by COVID-19.

Strategic Directions

Early recovery and revitalization of the inbound tourism market
(attract 10 million foreign tourists)

Strategic Directions

Attractive storiesDevelop Korean tourism contents for a valuable travel experience
Segmented positioningStrengthen the competitiveness of K-tourism through strategic market-customized marketing
Differentiated brandingRevitalize the inbound tourism market through comprehensive demand creation.

Strategic Tasks

- Diversify tour products to expand high value-added FIT demand
- Expand sustainable content that offers a new travel experience
- Spread “stories” of Korean tourism through various Korea contents
- Diversify strategic markets to expand demand for inbound tourism
- Draw attention to new target-customized Korean tourism
- Lead future MICE market based on global networks
- Stimulate demand for Korean tourism by leveraging digital platforms
- Expand promotions for tours in Korea through a public-private partnership
- Attract more foreign tourists by strengthening local tourism branding

Implementation Directions

Support International Marketing

(Market diversification) Diversify strategic inbound tourism markets
(Vitalization of local tourism) Disperse demand, which is mainly concentrated in the Seoul metro area, to other regions and provinces by strengthening regional tourism branding and attracting tourists through regional airports to lay the foundation for attracting 30 million foreign tourists in 2027
(K-content) Expand Korean contents, which are corrently concentrated on popular culture, to cover traditional/living cultural heritage and culture in everyday life
(Target Marketing) Contribute to reducing tourism deficit by creating high added value through qualitative and quantitative growth of the inbound tourism market

Content Development and Marketing

Develop high-value added Korean tourism contents that lead the new normal in tourism trends and implement strategic marketing by market
Implement aggressive marketing to attract foreign tourists as inbound tourism is headed to a full recory.

Support for the MICE Industry and Related Businesses

(Response to the new normal) Help companies in the tourism industry cope and response to circumstances after COVID-19
(Raise the value of MICE) Strengthen the unique value of MICE by attracting more MICE events
(Increase Korea’s value for hosting MICE events) Expand and upgrade the MICE industry to strengthen Korea’s competitiveness to host MICE events