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The Quebec scenes in Dokkaebi and the Alberta sequences in Can This Love Be Translated? have placed Destination Canada and Travel Alberta’s Korea strategy back under scrutiny. The scenery was powerful, but strong screen exposure alone does not make sustainable destination marketing.

South Korea has become one of the world’s most influential outbound travel markets, shaped increasingly by independent travelers, AI-powered planning and digital decision-making. Yet many foreign tourism offices operating in Korea appear to remain tied to older systems of communication, selective outreach and legacy marketing habits. The Travel News launches a new series examining whether tourism boards are still serving today’s traveler.