Korea Tourism Organization Announces Major Restructuring Including Establishment of Tourism Content Strategy Headquarters

Strengthening Overseas Marketing Functions
Additional Opening of Tourism Enterprise Support Centers

The Korea Tourism Organization is establishing the Tourism Content Strategy Headquarters to strengthen its overseas marketing capabilities.

Kim Jang-sil, President of Korea Tourism Organization
Photo by Yonhap News

On the 29th, the Tourism Organization carried out a major organizational restructuring as the first step toward achieving its 2024 goals of attracting 20 million foreign tourists and reaching 40 trillion won in domestic travel expenditure by Korean citizens.

The most notable aspect of the restructuring is the establishment of the "Tourism Content Strategy Headquarters." Until now, digital transformation innovation had been promoted through a separate headquarters, but as it has entered an advanced stage, the organization transferred the digital platform business that provides tourism information to both domestic and foreign tourists to each respective headquarters.

Instead, the newly established "Tourism Content Strategy Headquarters," led by Director Yoo Jin-ho, has been strengthened to identify and commercialize new tourism content with market potential through big data analysis.

The Tourism Content Strategy Headquarters will establish the "Hallyu Tourism Council," which will serve as a hub for Hallyu tourism in collaboration with experts, related organizations, and the Hallyu content industry, and will enhance targeted marketing toward Hallyu fandoms.

To satisfy foreign tourists' demand for experiencing Korean lifestyle, the organization will promote the development of K-content convergence tourism products such as food and beauty, while discovering attractive new local tourism content to expand regional tourism and revisit demand among both domestic and foreign tourists.

Organizational Chart of Korea Tourism Organization 2024.
[Photo by Korea Tourism Organization]

Additionally, the organization has significantly strengthened its global marketing team to attract foreign tourists.

The team for attracting high value-added MICE (Meetings, Incentives, Conventions, and Exhibitions) has been expanded. Ten new promotional offices will be established in emerging markets such as the Middle East and the Americas next year, and a new overseas tourism business support center will be opened to assist tourism companies in expanding abroad.

The "K-Tourism Roadshow," which had focused on key markets, will be expanded to 25 cities worldwide, including emerging markets with high growth potential. Furthermore, through collaboration with local governments and the industry, the "2023-2024 Visit Korea Year Campaign" will be pursued more aggressively.

Kim Jang-sil, President of the Korea Tourism Organization, stated, "We will do our best to open the era of 20 million foreign tourists in 2024 through continuous internal and external communication and organizational innovation."

This content was produced with the assistance of AI translation services.