Korea Tourism Organization Partners with Virtuoso and Launches Full-Scale Push into Luxury Tourism

On the 17th at Sebitseom in Seoul, Park Seonghyuk, President of the Korea Tourism Organization (left in photo), and Matthew Upchurch, Chairman and CEO of Virtuoso, are taking a commemorative photo during the strategic business agreement (MOU) for revitalizing luxury tourism in Korea. Photo by Kim Hiyun

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The Korea Tourism Organization has joined forces with Virtuoso, the world’s largest luxury travel network, to target the Korean luxury tourism market. Moving beyond the proximity-based inbound market dominated by Japan and China, the organization plans to cultivate extended-stay packages aimed at high-spending, long-haul markets such as North America, China, and India.

On the 17th, Park Sunghyuk, President of the Korea Tourism Organization, and Matthew Upchurch, Chairman and CEO of Virtuoso, signed a memorandum of understanding (MOU) at Sebitseom in Seoul to promote luxury tourism in Korea. Both parties agreed to jointly identify and enhance Korean-style luxury tourism products, focusing on global marketing, data analysis, and product development. President Park stated, “It is important for Korea to be recognized by luxury travelers around the world as a luxury destination,” adding, “Through this official partnership, we will enhance our luxury tourism offerings and showcase Korea’s unique content.”

The Korea Tourism Organization plans to invite Virtuoso-affiliated travel advisors to Korea for familiarization tours, enabling them to design Korean travel itineraries tailored to the preferences of high-net-worth clients. The agency also aims to accelerate the development of extended-stay packages that utilize traditional cultural assets in regions such as Andong and Gyeongju.

President Park cited experiences such as staying at traditional houses in Andong and temple cuisine as examples of Korean-style luxury content. He explained that experiences combining accommodation at the historic home of Ryu Seong-ryong in Andong, regional traditional performances, and local cuisine could offer differentiated products for international high-end travelers. On this day, Seonjae Sunim’s temple cuisine was also introduced at the event.

The Korea Tourism Organization is particularly focused on the long-haul luxury market. President Park said, “Most inbound tourists to Korea currently come from nearby countries like Japan and China, but I hope to see more visitors from Europe and North America. Compared to tourists from neighboring countries, these travelers tend to spend more and stay longer.” He identified North America and China as core markets, and also mentioned India as an emerging market of interest.

At the strategic business agreement (MOU) ceremony held on the 17th at Sebitseom in Seoul to promote luxury tourism visits to Korea, Park Sunghyuk, President of the Korea Tourism Organization (left in the photo), and Matthew Upchurch, Chairman and CEO of Virtuoso, are engaging in a Q&A session during a press conference. Photo by Korea Tourism Organization

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Virtuoso highlighted Korea’s strengths as its cultural heritage, modern sensibilities, and the fusion of technology and creativity. Chairman Upchurch described luxury travelers as “people who prefer not just to observe a destination but to experience and participate in it,” and said, “They are willing to pay extra for special access and differentiated experiences.”

He explained that so-called ‘special access’ elements, such as entry before opening hours, after-hours visits, and exclusive guided tours, can be key components of luxury tourism. He added that payment for premium services can ultimately create a virtuous cycle that leads to cultural heritage preservation and the improvement of destinations. Furthermore, he emphasized that sustainability encompasses not only the environment but also the preservation of culture and art, ensuring that these benefits return to local communities.

Chairman Upchurch praised Korea’s potential, referencing a performance he saw at the symposium’s opening ceremony the previous day, which combined traditional dance with LED effects. He noted that the unique experiences created by merging traditional culture with cutting-edge technology are among Korea’s greatest strengths.

He also said that the role of people remains crucial in the era of artificial intelligence (AI). While AI can assist with itinerary planning and reservations, Upchurch explained that it is ultimately people who communicate the details and emotions of travel and manage the entire process before, during, and after the trip. He added that even digital-native generations are seeking advisors who offer a personalized approach and a trustworthy network.

It remains to be seen whether this agreement will produce immediate results. The Korea Tourism Organization expects an economic impact of more than 413.5 billion won over the next five years. Future results will depend on whether familiarization tours for Virtuoso-affiliated advisors, the discovery of local extended-stay content, and the development of high-value-added products can lead to actual sales.

With this collaboration with Virtuoso, the Korea Tourism Organization plans to attract high-spending luxury tourists from markets such as North America, China, and India. The organization aims to expand luxury tourism offerings in Korea by highlighting Korean-style experiences such as traditional house stays in Andong, temple cuisine, and performances that blend traditional culture with advanced technology.

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