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[Yanolja Research Insights] Vol.23 South Korea's Global Tourist Attraction Strategy

🌏 South Korea’s Path to Becoming a Global Tourism Powerhouse

To thrive in the post-pandemic travel era, South Korea is charting a bold new course—one that blends smart branding, strategic partnerships, and deep cultural understanding. Here's a quick look at the nation's forward-thinking approach to elevating its global tourism profile.


🇰🇷 A Unified National Brand is Key

  • A strong, government-led tourism brand is essential to distinguish Korea from competitors.
  • Just like top-performing companies, leading tourism countries build identity through targeted storytelling and market-specific strategies.
  • The strategy: Align ministries, local governments, and private players under a single, consistent vision.


📌 Market-Specific Targeting Drives Results

  • Rather than a one-size-fits-all model, Korea aims to analyze and tailor offerings to key markets.
  •  Learnings from global peers:
    • 🇦🇺 Australia’s China Strategy included local partnerships and staff training.
    • 🇯🇵 Japan's approach focused on promoting seasonal themes to different Western markets.

🤝 Global Partnerships Make It Personal

  • Collaborating with foreign travel agencies, media, airlines, and influencers builds trust and reach.
  • Korea plans to expand incentives and co-create campaigns with local entities in target countries.


📱 Winning on Platforms: The Digital Edge

  • Digital platforms are the new tourism battleground.
  • Korea will leverage OTAs, social media, and even TikTok to engage travelers across all stages—from inspiration to booking.
  • Real-time data will help customize experiences and refine messages dynamically.


⚖️ Dual Strategy: Neighboring vs. Distant Markets

1️⃣ Neighboring Countries: Encourage Repeat Visits

  • Visitors from Japan, China, and Taiwan form the core market.
  • Focus: shopping, food, convenience—Korea as a familiar, easy getaway.
    • 💳 Loyalty perks
    • 🛍️ Everyday travel experiences
    • 📲 Digital booking convenience

2️⃣ Non-Neighboring Countries: Maximize “Experience on Investment” (XOI)

  • Western and distant travelers seek unique, immersive experiences.
    • 🎤 K-culture content (K-pop tours, drama filming sites)
    • 🌿 Natural beauty (Jeju Island, DMZ eco-tours)
    • 🎪 Major global events as attraction points


🔁 Why It Matters

This strategy is more than just numbers. It’s about building emotional connections through:

  • Cultural storytelling
  • Smart use of tech and data
  • Deep international collaboration

South Korea’s tourism future lies in being both familiar and fascinating—and making every trip worth remembering.


📍 For a full breakdown of strategic directions, real-world benchmarks, and actionable plans, visit the official Yanolja Research website:

👉 Yanolja Research Insights Vol.23

Let’s build the next chapter of global travel—together.

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Location: Seoul, South Korea

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