Business Overview
The Korea Tourism Organization strives to discover and foster diverse and captivating tourism contents to achieve pleasant tourism in Korea.
Strategic Directions
- Discover and foster Korean tourism contents to spread digitally and through data
(Goal for 2024: 16,800 foreign visitors invited through Hallyu events and 3 million digital tourism contents)
- Implementation Directions
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- Diversify and expand K-tourism contents
- Strengthen data-based tourism competitiveness
- Collaborate with digital tourism ecosystem and strengthen contents sharing
- Assignments
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- Discover and foster K-tourism contents that merge heterogeneous industries to create tourism demands
- Convert demands and expand Hallyu fandom by utilizing Hallyu contents
- Contribute to attracting 20 million foreign visitors by strengthening brand communication
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- Lead innovative growth of companies through in-depth data support based on levels of data maturity
- Contribute to attracting 20 million inbound tourists by reinforcing characteristic analyses on potential visitors
- Innovative assistance tailored to the development of local tourism through data utilization
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- Vitalization of digital transformation and cooperation of tourism companies through the Korea Tourism Industry portal
- Increase supply and opening of quality K-contents through the Korea Tourism Content Lab
- Renovate DX infrastructure in KTO's organization management sector for innovation in efficiency and safety
Implementation Direction
Diversification and Expansion of K-tourism Contents
- Discover and foster tourism contents that fuse heterogeneous industries to create tourism demands both in Korea and overseas, and support the vitalization of local tourism with tourism contents tailored to each region
- Focus on global promotion of attractive K-content, such as Hallyu to generate demand conversion for Korean inbound tourism
- Create promotional content targeting Gen Zers worldwide, and also promote K-content through theme-specific advertisements intended for major inbound markets
Strengthen Data-based Tourism Competitiveness
- Expand collection, analysis, and opening of detailed data through the Korea Tourism Data Lab corresponding to hyper-personalization trends, and support scientific marketing through analyses of major seasonal themes
- Provide in-depth data support based on levels of data maturity of tourism companies to lead their innovative growth and expedite data-based open innovation
- Reinforce surveys and analyses of overseas tourism markets and potential visitors to help establish tourism policies and inbound tourism marketing plans
- Support customized innovation of local tourism through issue diagnosis, analysis, and identification of potential issues in local tourism by utilizing data
Reinforce Collaboration with the Digital Tourism Ecosystem and Content Sharing
- Execute digital transformation for tourism companies and vitalize cooperation through the Korea Tourism Industry Portal
- Increase supply, sharing and opening of quality digital contents that meet consumers' needs through the Korea Tourism Content Lab
- Establish a collaborative network between tourism and heterogeneous industries to promote the utilization of digital contents and expand the creation of convergence tourism services