Korea Tourism Organization

Name

Korea Tourism Organization

Legal name

한국관광공사 (Korea Tourism Organization)

Website

https://kto.visitkorea.or.kr

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

National Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Inbound tourism marketing
• Destination promotion services
• MICE tourism support
• Tourism data analytics
• Tourism industry support

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Tourism Promotion and Development Fund: Government fund financed by departure levies from Korean travelers abroad (20,000-30,000 won per traveler). The fund supports industry loans, workforce training, and tourism promotion programs. KTO allocates subsidies to regional destinations, accommodation discounts, transportation incentives, and marketing campaigns. The reduced levy (30% cut in July 2024) erased approximately 135.5-137 billion won in annual tourism funding.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels11 records

Core offering

Korea Tourism Organization is a South Korean government agency that promotes inbound tourism to Korea through international marketing campaigns, digital visitor platforms (VisitKorea, HiKR Ground), tourism data analytics, and industry support programs. It distributes subsidies and discount vouchers to foreign and domestic travelers, operates a tourism startup innovation program, and coordinates MICE business development to drive 30 million annual foreign visitors by 2028.

Product overview

Korea Tourism Organization operates a multi-platform tourism ecosystem comprising consumer-facing portals (VISITKOREA, 대한민국 구석구석), specialized experience centers (HiKR Ground), data analytics platforms (Korea Tourism Data Lab), content libraries (Korea Tourism Content Lab with 110,000+ photos), and industry support tools (K-MICE, Tourism Industry Portal). The portfolio includes accessibility services (Open Tourism), outdoor tourism (Durunubi, Go Camping), AI-powered recommendation services (ODII), and regional development programs (Tourism Dure, Hallyu Olle Trail). These platforms work together to attract international visitors, support domestic tourism, and drive regional economic development across South Korea.

Differentiator

Problem solved

Functional benefit

Brands

• Visit Korea: Official inbound tourism brand portal
• HiKR Ground
• Korea Tourism Content Lab
• Korea Tourism Data Lab

Products and services

• VISITKOREA Official inbound tourism portal providing comprehensive travel information, destination guides, and planning tools for international visitors to South Korea.
• Visit Korea Everywhere (대한민국 구석구석) Comprehensive travel information portal covering hidden gems and attractions throughout South Korea for both domestic and international travelers.
• HiKR Ground K-culture experience center in Seoul serving as hub for Hallyu tourism, featuring K-Drama Experience Exhibition Hall and multiplatform campaign activation space.
• Korea Tourism Data Lab Big data analytics platform analyzing consumption, telecommunications, and social media data from 26 countries to support data-driven tourism marketing strategies and quarterly reporting.
• Korea Tourism Content Lab Digital content platform offering over 110,000 publicly available high-quality photos and tourism content for promotional use.
• K-MICE MICE (Meetings, Incentives, Conventions, Exhibitions) tourism support platform connecting international event organizers with Korean venues and services.
• Durunubi (두루누비) Walking and hiking trail recommendation service for outdoor tourism experiences across Korea.
• Safe Stay (세이프 스테이) Safety and security information platform for travelers, providing guidelines and emergency services information.
• Open Tourism (열린 관광 모두의 여행) Barrier-free tourism platform with over 200 designated accessible tourism sites for travelers with disabilities.
• ODII (오디) AI-powered integrated tourism information service providing personalized travel recommendations.
• Worker Vacation Support (근로자 휴가지원) Domestic travel subsidy program encouraging Korean workers to take vacations and support local tourism businesses.
• Tourism Enterprise Innovation Voucher (관광기업 혁신바우처) Innovation support program providing funding vouchers for tourism enterprises to adopt digital transformation solutions.
• Korea Tourism Industry Portal (한국관광산업포털) Industry portal providing resources, tools, and support for tourism businesses including marketing and operational assistance.
• Go Camping (고캠핑) Camping and outdoor accommodation platform promoting safe camping practices and regional tourism through partnership with Snow Peak Korea.
• Photo Korea (포토코리아)

Quantifiable outcome

• Foreign tourist spending exceeded 2 trillion won ($1.38 billion) in May 2026 for the first time, a 67.1% year-over-year increase
• +6 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature3 records

Partnerships

21 partnerships are on record, tiered minor and core.

• Daegu International Airport, The Hyundai Daegu, Hyundai City Outlet Daegu, Lotte Outlet Esiapolis, Daegu CasinominorStrategic or Co-development Partner · 24 June 2026Daegu-North Gyeongsang branch signed multilateral alliance with five regional enterprises to transform airport into tourism gateway for Yeongnam region. Arriving international passengers receive exclusive coupon books, airport food vouchers, tiered discount codes, and casino perks to encourage localized spending rather than immediate travel to Seoul.
• Studio DragoncoreStrategic or Co-development Partner · 18 June 2026Joint agreement to channel K-drama fandom into regional tourism by integrating travel strategy into drama pre-production. Creating 'Hallyu Olle Trail' network of curated travel routes linking filming locations nationwide and K-Drama Experience Exhibition Hall at HiKR Ground in Seoul. Aims to extend economic benefits of K-dramas beyond Seoul to provincial areas.
• Snow Peak KoreaminorStrategic or Co-development Partner · 28 May 2026Partnership to promote safe camping practices and revitalize regional tourism. Covers eight large-scale camping programs expected to draw roughly 7,000 participants. KTO leverages Snow Peak's consumer touchpoints to expand outreach and channel affluent urban campers toward underutilized rural campsites.
• HIS and Rakuten Travel (Japan)coreGTM or Marketing Partner · 12 April 2026Eight major Japanese travel firms including HIS and Rakuten Travel signed MoUs with KTO at K-Tourism Road Show in Tokyo. KTO promoted new campaign targeting 30 selected small cities to reduce tourist concentration in Seoul. Event drew over 30,000 visitors in Tokyo alone.
• VirtuosocoreGTM or Marketing Partner · 1 April 2026MoU signed at 2026 Virtuoso Symposium in Korea to position South Korea as premier destination for high-end travelers from North America and Europe. Partnership aims to upgrade inbound luxury tour packages and introduce unique experiences including stays at historic Joseon-era houses and K-beauty wellness programs.
• Fliggy (飞猪)coreGTM or Marketing Partner · 30 March 2026Fliggy and KTO signed cooperation memorandum covering tourism product innovation, online and offline promotion, and destination brand marketing. Agreement aims to create more immersive travel experiences for Chinese tourists visiting Korea.
• AirbnbminorStrategic or Co-development Partner · 17 March 2026Airbnb donated USD $150,000 Community Fund to support second season of Grandma's Stay program on Jeju Island. Program enables senior women near Jeju Olle Trail to host guests in spare rooms with operational support from Airbnb's co-host network, providing economic independence for elderly women in rural Jeju.
• Adora Cruises (爱达邮轮)coreStrategic or Co-development Partner · 1 March 2026Strategic partnership signed in March 2026 to target Chinese corporate incentive groups, particularly liquor manufacturers in Sichuan and Guizhou provinces. First major outcome: Wuliangye Group 5,000-member incentive delegation to Jeju and Busan. KTO leveraging this for Korea MICE roadshow in Chengdu in September 2026.
• Netflix (for 'Jae-seok's B&B Rules!')coreGTM or Marketing PartnerPartnership with Netflix variety show 'Jae-seok's B&B Rules!' which topped Netflix domestic viewing chart after May 26 release. KTO and Ministry launched Korea Camp global advertising campaign to convert foreign viewers into actual visitors showcasing K-beauty, K-pop, dining, and local culture.
• Kakao Mobility, Shinhan Financial Group, Lotte World, Amorepacific (Tourism Open Innovation)coreStrategic or Co-development PartnerMajor corporations participating in KTO's 2026 Tourism Open Innovation program, working on AI-powered tourism initiatives including concierge services, financial data platforms, and food recommendation systems. 30 startups selected from 302 applicants, each receiving up to 100 million won in pilot funding.
• Korea Railroad Corporation (Korail) and KlookminorStrategic or Co-development PartnerJoint promotion offering foreign travelers 6,000 won discount on train bookings for first 5,000 bookings and free Rail Plus transit cards preloaded with 5,000 won for first 1,000 users. Campaign running May 12 through June 3, 2025, to address language barriers and payment restrictions.
• Klook and Go HanpassminorGTM or Marketing PartnerPartnership for express and intercity bus fare discounts to foreign visitors. KTO provides 5,000 won discount per person for up to 8,000 tourists; Go Hanpass provides additional discount coupons; Klook offers free eSIM services. Campaign targets distribution of tourists beyond Seoul.
• AmorepacificcoreGTM or Marketing PartnerKTO New York Office partnered with Amorepacific to promote Korean tourism and K-Beauty through global campaign and sweepstakes. Collaboration features Amorepacific's brands to attract North American consumers. Expansion of 'Korea Now: All You Imagine' campaign includes New York pop-up event.
• Major Airlines (Chinese and Japanese carriers)minorGTM or Marketing PartnerKTO worked with airlines for discounted airfares for Japanese families and joint airfare deals for Chinese travelers. Part of targeted marketing campaigns that drove 41% increase in Japanese and Chinese visitors during overlapping May holiday periods.
• Netflix, Korean Air, CJ ENM (K-Expo France 2026)coreGTM or Marketing PartnerK-Expo France 2026 in Paris marking 140 years of Korea-France diplomatic relations. Netflix, Korean Air, and CJ ENM showcase products alongside 46 companies in business matchmaking program. K-pop concert featuring Taemin, Monsta X, and NCT Wish attended by both countries' culture ministers.
• Korea Tourism Startup Center (KTSC) in BangkokminorStrategic or Co-development PartnerKTSC opened December 2024 as joint initiative of Ministry of Culture, Sports and Tourism and KTO to support Korean tourism startups' international expansion in Southeast Asia. Startups Alicorn and Gadget Korea exhibiting at Travel Tech Asia, benefiting from partnership opportunities, demo days, and localization strategies.
• The Meetings Show Asia Pacific 2026 (Singapore)minorGTM or Marketing PartnerKTO participated in region's largest MICE trade fair with 22 domestic partners including regional convention bureaus, travel agencies, and hotels. Conducted roadshows at Hilton Singapore Orchard and Hotel Indonesia Kempinski Jakarta. Generated over 450 one-on-one meetings with buyers from 72 countries.
• Wego (MENA Campaign)minorGTM or Marketing PartnerWego and KTO launched campaign to attract MENA travelers to Korea using digital content, influencer journeys, and travel tools to promote Korea's diverse destinations and experiences.
• South Chungcheong ProvinceminorStrategic or Co-development PartnerProvince and KTO Manila office organized promotional trip for Filipino actress Melai Cantiveros to promote Catholic pilgrimage tourism ahead of World Youth Day Seoul 2027. Actress toured sites including Haemi International Holy Ground, Wake-Up International Youth Center, and Solmoe Holy Ground.
• Photographers (Korea Tourism Contest Participants)minorOthers54th Korea Tourism Contest photography category accepting submissions until July 31 under slogan 'Drawing the Travel Map of Korea Through Your Eyes.' Total of 100 awards including Grand Prize of 5 million won. Winners' works added to Korea Tourism Content Lab of over 110,000 photos.
• Royal Caribbean (Spectrum of the Seas)minorStrategic or Co-development PartnerKorean policymakers convened aboard Royal Caribbean's Spectrum of the Seas in Busan to develop national strategy for attracting 2 million cruise tourists annually. Pilot 'K-Beauty Shuttle' for crew members increased disembarkation rate from 29% to 49% in single afternoon.

Scale indicators16 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• Atout France: France's national tourism development agency is comparable to KTO in mandate (government-backed inbound promotion), scale, and international office footprint. Partnered with KTO for K-Expo France 2026, indicating direct operational interaction.
• Tourism Australia: Australia's national tourism agency is a larger, more established peer with a broader geographic footprint. Operates similar international marketing campaigns and content platforms but with greater reliance on established Western source markets and a wider portfolio of experiences.
• Brand USA: The US national tourism marketing organization operates with a similar public-private partnership model and global marketing mandate to KTO. Larger scale and budget, broader geographic coverage, but functionally comparable in driving inbound demand through international campaigns and content platforms.
• VisitBritain: The UK national tourism agency performs the same inbound promotion function as KTO at a larger established scale, with similar digital content platforms, ambassador programs, and regional dispersal campaigns. Comparable in government-funded quasi-autonomous structure.

Others

• Klook: While a technology partner rather than peer, Klook operates a parallel destination distribution platform and is closely integrated with KTO's discount and promotion programs (bus discounts, rail passes, eSIM bundles). Comparable in serving inbound tourists with activity booking, transport, and destination services across Asia.

Direct peers

• Hong Kong Tourism Board (HKTB): Hong Kong's national tourism board is a direct structural peer — government-funded, runs global marketing campaigns, leverages cultural content (Canto-pop, cinema) for tourism, and partners with cruise lines and Chinese platforms. Comparable scale, MICE focus, and Mainland China source-market dynamics.
• Japan National Tourism Organization (JNTO): Japan's national tourism promotion agency, the closest structural peer to KTO. Both are quasi-governmental bodies promoting inbound tourism through international marketing campaigns, cultural content leverage (anime/J-culture for JNTO vs K-content for KTO), ambassador programs, and regional dispersal strategies targeting 60M visitors.
• Tourism Authority of Thailand (TAT): Thailand's national tourism agency performs the same quasi-governmental inbound promotion role as KTO, running international campaigns, MICE bureau operations, and partner platform integrations (Klook, Ctrip). TAT's scale and Chinese source-market dependency make it a close comparator in operating model and risk profile.
• Singapore Tourism Board (STB): Singapore's national tourism agency operates with similar functions to KTO — international marketing, MICE promotion, partnership programs with airlines and OTAs, and digital content platforms. Comparable size, government backing, and emphasis on premium and business tourism segments.
• Taiwan Tourism Bureau: Taiwan's national tourism administration performs parallel functions to KTO — international marketing offices in source markets (Japan, Southeast Asia, North America), cultural content promotion, regional tourism development, and partnership with OTAs and airlines to disperse visitors beyond the capital region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC2MDW7cjUSt7_Q2F7Cg2Iaw/featured?view_as=subscriber
• LinkedInlinkedin.com/company/korea-tourism-organization

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Korea Tourism Organization