The Tourism Promotion Master Plan 2023-27 drives tourism policies and programmes in Korea. Its objective is to position the country as an attractive destination with a strong emphasis on K-Culture. The strategy underscores four main pillars to enhance Korea's appeal as a global tourism destination:
Creating an attractive destination for international visitors.
Innovating the tourism industry together with local communities.
Domestic tourism growing hand in hand with the people.
Achieving an era of local tourism where visitors stay longer and visit more often.
The Tourism Promotion Master Plan lays a foundation for a dynamic and resilient tourism sector, aligned with the evolving needs of visitors and the industry itself. The Master Plan sets out clear targets for the tourism sector to be achieved by 2027, including reaching 30 million international arrivals, USD 30 billion in tourism revenue, 15 days of domestic travel for Koreans and KRW 50 trillion in spending by domestic tourists.
The Master Plan focuses on four key strategies:
Promoting the charms of K-tourism to attract diverse markets from around the world.
Fostering innovation in the tourism sector by easing regulations and laying the foundations to lead the industry into the future.
Building a sustainable tourism ecosystem that encourages domestic tourism.
Developing tourism models that incentivise longer stays.
To support the implementation of the Master Plan and to meet its objectives, Korea is implementing key tourism initiatives on digital transformation, venture development and local tourism.
Korea has initiated a comprehensive digital transformation programme for tourism businesses to support the sector remain competitive in a digital world. The Smart Meetings, Incentives, Conferences and Exhibitions Industry (MICE) Activation programme implemented by the Korean MICE bureau under the Korean Tourism Organisation focuses on strengthening SMEs in the MICE industry by connecting them with digital experts. In 2023, KRW 6.34 billion in vouchers were awarded to SMEs enrolled in the programme. Additionally, the Korea Tourism Data Lab platform provides since 2021 access to private data, promoting granular analysis for customised tourism products and addressing issues like overcrowding. In 2023, KRW 12.600 million were allocated by the government.
On tourism venture development, Korea launched the Innovation Voucher in 2020 to help tourism businesses create digital and virtual offerings for visitors. The programme financially supports startups with innovative ideas for digitalisation and aims to create additional digital tourism jobs. In 2023, 140 companies were supported at different stages, including on funding, education, consulting, and promotion. In addition, the Tourism Business Connection Week facilitated discussions between investors and startups, fostering collaboration and attracting investments. In 2023, a total of KRW 5.94 billion in vouchers was awarded. In 2020, Korea launched the International Tourism City programme, which aims to promote destinations outside Seoul to international tourists, given that 80% do not venture outside the capital during their stays. Four destinations were labelled Regional Tourism Hub Cities and given a unique local tourism brand. To stimulate domestic tourism and tourism dispersion, Korea launched the Digital Tourism Residency Card project. After a successful trial in 2022, the project is expanding in 2024. This innovative card, which can be acquired online, encourages longer stays in areas facing population decline to foster economic growth. (see box below).
