Korea Tourism Organization Offers Up to 200 Million Won for Ideas, Opening Real-World Stage for Tourism Startups

Recruitment for the 2026 Tourism Open Innovation Program in Collaboration with Large and Medium-Sized Enterprises
New AI-Specialized Track Launched...Up to 200 Million Won in PoC Funding to Drive Open Innovation

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 19th that they are recruiting tourism startups to collaborate with large and medium-sized enterprises through the "2026 Tourism Open Innovation Program" until March 20.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced they are recruiting tourism startups to collaborate with large and medium-sized enterprises through the "2026 Tourism Open Innovation Program" until March 20. Photo by Korea Tourism Organization

The "Tourism Open Innovation Program" connects startups with innovative technologies and large and medium-sized enterprises seeking to expand their business in the tourism sector, and supports joint proof-of-concept projects and collaboration. Through cooperation between companies, the Korea Tourism Organization plans to promote innovation across the tourism industry and support the growth of promising startups.

The recruitment is divided into a "general track" and an "AI-specialized track," and approximately 22 startups in total will be selected. Any company that has been established for 7 years or less and holds an innovative tourism-related business item is eligible to apply.

In the general track, six companies will participate: CJ ENM, GS Retail, Nol Universe, Viva Republica (Toss), Amorepacific, and Hyundai Home Shopping. Up to two startups will be matched to each task, such as hyper-personalized travel optimization, K-content services, and collaboration based on local infrastructure, to carry out joint projects.

The newly established AI-specialized track focuses on discovering technology companies that will lead the AI transition of the tourism industry. Five companies, including Shinhan Financial Group (Shinhan Future’s Lab), Aju Group, Kakao Mobility, Polaris Office, and Hoban Group, will participate and promote proof-of-concept projects on themes such as hyper-personalized mobility solutions, AI smart tourism, and services utilizing physical AI.

The selected companies will receive proof-of-concept (PoC) funding ranging from 50 million won to a maximum of 200 million won, depending on the track. They will also be offered growth programs such as support for inter-company collaboration, connections for attracting investment, and assistance in developing sales channels. Companies with outstanding results will receive the Minister of Culture, Sports and Tourism Award and the President of the Korea Tourism Organization Award, along with follow-up support benefits in the following year.

Companies wishing to participate can apply through "TourRads," the Korea Tourism Industry Portal. However, as overlapping benefits with startup support programs from other institutions may be restricted, applicants need to check the prior announcement in advance.

Min Jeonghee, Head of the Tourism Startup Team at the Korea Tourism Organization, said, "This year, we established a specialized track and expanded the scale of support to discover tourism services that incorporate AI technology," adding, "We will actively support startups with innovative technologies and ideas so that they can collaborate with large and medium-sized enterprises to lead the future of the tourism industry."

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