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South Korea has officially declared its intent to become a top-tier global tourism powerhouse, moving its target of 30 million inbound visitors forward to 2028—two years ahead of the original government schedule.
At a landmark press conference in Seoul, Park Seonghyuk, the newly appointed President of the Korea Tourism Organization (KTO), defined 2026 as the “Year of Execution.” The message is clear: Korea is no longer just counting heads; it is re-engineering the very DNA of the travel experience through high-signal data, AI transformation, and a shift toward high-value, “stay-oriented” content.
The 16% Growth Challenge: Why the Deadline Moved Up
To hit the 30-million mark by 2028, Korea must sustain an annual growth rate of over 16% tourism. While ambitious, the confidence stems from record-breaking momentum. In 2025, South Korea welcomed 18.9 million international visitors, surpassing pre-pandemic peaks by over 8%.
“This is a matter of structural transformation, not just numbers,” President Park emphasized. The KTO is pivoting away from one-off promotional events toward a data-driven ecosystem that treats tourism as a core national industry, on par with semiconductors and automobiles.
Korea Tourism 2028 – Key Data Signals
- Target: 30 million visitors by 2028.
- Momentum: 18.9 million visitors in 2025 (15.7% YoY growth).
- The “Japan Gap”: Korea currently trails Japan by 2–3x in visitor volume; the new strategy aims to close this through “depth marketing” and analytical frameworks.
Beyond Seoul: The Rise of “Stay-Oriented” Content
A major pillar of the new strategy is the “length of stay.” The KTO has identified that “tourism that ends in Seoul is a failure.” To combat this, the organization is redesigning regional destinations into “places to stay” rather than just “places to visit.”
This involves:
- K-Life Tourism: Immersing visitors in authentic daily rhythms—neighborhood markets, hanok stays, and local craft workshops.
- High-Value Verticals: Aggressive expansion into Medical, Wellness, and MICE (Meetings, Incentives, Conferences, and Exhibitions) sectors to increase per-capita spending.
- Regional Synergy: Leveraging the phenomenon where places popular with locals (like Busan’s beach culture or Gyeongju’s heritage alleys) become the next global hotspots.
AI Transformation: The “Visit Korea” Super-Platform
By 2028, the KTO will consolidate 13 fragmented B2C digital channels into a single, unified AI-based platform. This isn’t just a website; it is a technological “Travel Butler” designed to remove every friction point of a journey.
- sLLM (Small Large Language Model): Korea is building a dedicated AI model trained on local tourism data to provide “human-like” emotional and logistical support.
- Multilingual AI Travel Assistant: A real-time chatbot will handle everything from nuanced cultural explanations to transport logistics.
- Unified Transport & Payment: A seamless digital pass for foreign visitors to navigate and pay across the country with ease.
Strategic Market Refinement
The KTO’s global marketing is moving toward a surgical, headquarters-level approach:
- China & Japan: Focusing on repeat visits and secondary city exploration.
- Southeast Asia & Middle East: Expanding K-culture-linked luxury and lifestyle products.
- North America & Europe: Strengthening digital touchpoints to capture the surging interest from “Young Westerners” and premium travelers.
The Bottom Line for Travelers and Operators
For the global traveler, Korea in 2026 and beyond will feel more accessible, personalized, and “hyper-local.” For founders and investors, the “Year of Execution” signals a massive opportunity in TravelTech, Wellness Infrastructure, and Regional Content Development.
“Technology is the tool, but the human experience is the end.”
President Park, KTO
Korea is betting that by combining high-tech efficiency with deep cultural “humanity,” it can redefine what it means to be a global destination in the 21st century.
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