Korea Tourism Organization domestic promotion initiatives

The Korea Tourism Organization (KTO) has introduced new initiatives to promote domestic travel through specialized cultural and sports-themed programs.

In July, the KTO and the Korea Professional Football Federation launched ‘K League Trip Day,’ a sports-tourism program that combines K League football matches with regional travel packages. The program offers participants options for same-day tours or overnight stays at local attractions, such as Busan’s Haeundae Beach and Jeonju Hanok Village. Following a successful pilot in May, the agency plans to expand these customized packages to all K League clubs located outside the Seoul metropolitan area.

In August, the KTO expanded its promotional efforts with the opening of the ‘K-TRIP LOUNGE’ at the HiKR Ground center in Seoul. This interactive exhibition uses an airport theme and features audio guides from various K-pop groups and actors. Developed in collaboration with the AI-based voice docent platform CeleTrip, the exhibition aims to link K-content with domestic tourism by allowing visitors to transition from the offline experience to online travel planning.