The Korea Tourism Organization (KTO) has teamed up with Shinsegae Co., Ltd. and Shinsegae Duty Free to enhance K-content tourist attractions and invigorate South Korea’s tourism industry. This collaboration was formalized through a business agreement signed on the 20th at Shinsegae Duty Free’s headquarters.
Aimed at Elevating Korean Tourism
The partnership focuses on creating innovative tourism experiences by integrating Korea’s vibrant shopping, dining, and cultural offerings. It also seeks to attract more international visitors by promoting unique K-content-themed attractions and marketing campaigns.
The three organizations involved plan to work together on:
- Developing tourist attractions centered around K-content experiences.
- Launching campaigns and promotions to highlight Korea as a premier travel destination.
- Collaborative marketing efforts to increase international tourism.
Enhancing Shopping Tourism
The KTO plans to strengthen shopping tourism through its integrated tourism platform, Bizit Korea, offering comprehensive information on experiences and services. Shinsegae Department Store and Duty Free offer foreign tourists added value through discounts, promotions, and convenient services.
We aim to enhance foreign tourists’ satisfaction by enriching their shopping and travel experiences. Through this partnership, we will work closely with the private sector to ensure visitors enjoy an unforgettable journey in Korea.
Lee Hak-joo, head of KTO’s International Tourism Headquarters
Promoting Shinsegae’s Cultural Transformation
Shinsegae Department Store and Duty Free have transformed into cultural spaces combining shopping with arts and experiences. These spaces are now being featured on Bizit Korea’s web, app, and social media channels as “Korea’s hottest shopping destinations.”
Shinsegae and Korea Tourism Organization is attracting international travelers with perks like free beverage coupons, shopping discounts, and souvenirs.
Potential Impact on South Korea Tourism
The partnership between the Korea Tourism Organization (KTO) and Shinsegae aims to revitalize South Korea’s tourism sector by leveraging the global appeal of K-content. This collaboration is likely to have several significant impact on tourism.
- South Korea has set an ambitious target to attract 30 million international visitors by 2027, nearly doubling pre-pandemic levels. The development of K-content attractions is a key strategy to achieve this goal.
- By integrating interactive K-content experiences, such as K-pop performance simulators, K-drama filming location tours, and behind-the-scenes showcases, the initiative aims to create unforgettable memories for tourists.
- The initiative could help balance tourist inflows year-round, especially during off-peak seasons. K-content attractions are not weather-dependent and can attract steady visitor traffic through curated events, exhibitions, and campaigns.
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