Korea Market

Secret to Your Success in Korea is a new Korea market strategy series for tourism boards, airlines, hotels, DMCs, cruise companies and destinations. In this prologue, Jungchan Lee explains why professional tourism marketing must begin with an open mind, not prejudice.

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.