Seoul Tourism Organization

What Seoul Tourism Organization does

Seoul Tourism Organization (STO, 서울관광재단) is a quasi-governmental nonprofit foundation operating under the Seoul Metropolitan Government, established in 2008 to promote Seoul as an international tourism destination. It serves inbound international tourists, MICE (meetings, incentives, conferences, and exhibitions) organizers, and the broader Seoul tourism ecosystem including local attractions, travel agencies, and startups in tourism-adjacent sectors.

STO's core product surface consists of three pillars: the VisitSeoul portal, a digital information and content platform serving as the official visitor gateway to Seoul; the Discover Seoul Pass, a bundled tourist attraction pass that marked its 10th anniversary in 2025; and MICE SEOUL, a platform supporting convention and event business development. The organization also runs high-profile global brand campaigns, most notably with K-pop artist JENNIE as global ambassador (a campaign generating 600 million views), and manages international roadshows in priority markets including Thailand and Malaysia.

STO's business model is non-commercial: as a government-affiliated nonprofit, it is funded through Seoul Metropolitan Government appropriations rather than user fees or commercial revenue. Its commercial relevance to partners is indirect — it drives tourist demand that flows to private attractions, hotels, travel agencies, and F&B. Distribution is executed through direct-to-consumer digital channels (VisitSeoul portal), retail (Discover Seoul Pass), events (CES 2026 pavilion featuring 70 Seoul startups and 17 awards), and partnerships with travel agencies such as Journey Land and DKC Group, as well as Seoul Business Agency and Nongshim.

Name

Seoul Tourism Organization

Legal name

Seoul Tourism Organization

Website

http://seoulwelcome.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Seoul Tourism Organization attracts international visitors through the effective development, commercialization and marketing of Seoul’s t

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sponsorship Activation & Experiential Marketing (THAHAGAC)

akta.pro secondary industry

Arts, Culture, Entertainment & Fan Conventions Organizers (THAHABAN)

Keywords

• Destination marketing
• Tourism promotion
• MICE services
• Digital tourism portal
• Inbound tourism

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

Seoul Tourism Organization is the official quasi-governmental tourism and MICE (Meetings, Incentives, Conventions, Exhibitions) promotion body for Seoul, South Korea. It markets Seoul internationally through the VisitSeoul multilingual digital tourism portal, the Discover Seoul Pass for tourist attraction access, the MICE SEOUL convention platform, and global marketing campaigns (e.g., 'Absolutely in Seoul' with K-pop artist JENNIE). Its operations are aimed at driving international visitor numbers toward a 30 million annual target.

Product overview

Seoul Tourism Organization operates a portfolio of tourism and MICE platforms centered around VisitSeoul, the official multilingual tourism portal, supplemented by the Discover Seoul Pass for tourist attractions and MICE SEOUL for convention services. The organization runs tourism campaigns including 'Absolutely in Seoul' and coordinates promotional events across international markets to attract visitors to Seoul.

Differentiator

Problem solved

Functional benefit

Brands

• VisitSeoul: Official multilingual tourism portal for Seoul visitors providing travel information, real-time alerts, transit navigation, and booking services.
• Discover Seoul Pass

Products and services

• VisitSeoul Official multilingual tourism portal for Seoul consolidating travel functions including real-time environmental alerts, one-click transit navigation, and social sharing features. Positioned as the definitive resource for international visitors exploring Seoul.
• Discover Seoul Pass Digital tourist pass offering access to attractions and experiences in Seoul, enabling travelers to enjoy year-round signature events and experiential offerings designed to drive repeat visits and extended itineraries.
• MICE SEOUL Official platform positioning Seoul as a top three convention city worldwide, supporting the MICE (Meetings, Incentives, Conventions, Exhibitions) tourism sector and providing resources for international event organizers.
• Seoul Tourism Organization Website Official website for Seoul's tourism and MICE specialized organization, serving as the main digital presence for Seoul Tourism Organization.
• Seoul My Soul in Kuala Lumpur (Tourism Promotion Event) International tourism promotion event co-organized with Seoul Metropolitan Government featuring K-Beauty, K-Food zones, taekwondo performances, local influencers, and cover dance teams to raise Seoul tourism awareness in Malaysia.

Quantifiable outcome

• 600 million cumulative global views achieved by 'Absolutely in Seoul' JENNIE campaign
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, minor and flagship.

• Journey LandcoreChannel Partner/ Reseller/ Distributor · 5 August 2026Travel agency participating in Seoul Tourism Organization's promotional showcase in Bangkok, representing one of 13 Seoul-based tourism companies working to attract Thai travelers to Seoul.
• DKC GroupcoreChannel Partner/ Reseller/ Distributor · 5 August 2026Travel agency participating in Seoul Tourism Organization's promotional showcase in Bangkok, representing one of 13 Seoul-based tourism companies working to attract Thai travelers to Seoul.
• STUDIOLABminorStrategic or Co-development Partner · 3 January 2026Seoul-based startup that won Best of Innovation Award at CES 2026, representing excellence in Seoul's startup ecosystem and achieving recognition alongside global giants.
• Seoul Metropolitan GovernmentflagshipStrategic or Co-development Partner · 7 December 2025Co-organizer of tourism promotion events including 'Seoul My Soul in Kuala Lumpur' at Fahrenheit88 shopping mall. The partnership combines municipal resources with tourism expertise to promote Seoul internationally.
• Nongshim Co., Ltd.minorGTM or Marketing Partner · 7 December 2025Sponsor providing product giveaways for the 'Seoul My Soul in Kuala Lumpur' tourism promotion event, contributing to visitor engagement and brand awareness.
• Seoul Business Agency (SBA)coreStrategic or Co-development Partner · 1 December 2025Collaboration with Seoul Business Agency for CES 2026 Seoul Pavilion, where 19 startup support institutions united to support 70 Seoul-based startups. SBA provides ongoing support programs including biz-matching, investor meetings, and global IR pitching competitions.
• JENNIE (K-pop Artist)flagshipGTM or Marketing Partner · 29 July 2025Appointed as Honorary Tourism Ambassador for 2025, starring in the 'Absolutely in Seoul' tourism campaign featuring promotional videos showcasing iconic Seoul locations. Campaign achieved 600 million cumulative global views.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Korea Tourism Organization (KTO): National-level DMO for South Korea, directly comparable as the parent-tier tourism promotion body. STO focuses on Seoul while KTO promotes the country overall, but they share mandate, GTM motion (international campaigns, K-pop ambassadors), and government affiliation.
• Japan National Tourism Organization (JNTO): National DMO for Japan operating the japan.travel multilingual portal and running international promotional events. Directly comparable in mandate, scale, and reliance on cultural-soft-power campaigns targeting overlapping short-haul Asian markets.
• Tourism Authority of Thailand (TAT): National DMO for Thailand promoting inbound tourism through international showcases, celebrity endorsements, and digital portals. Directly comparable in GTM (Bangkok showcase mirrors Seoul's outbound showcases) and target overlap with Southeast Asian travelers.
• Hong Kong Tourism Board: City-level DMO promoting Hong Kong to international visitors through digital portals, MICE positioning, and global campaigns. Closely comparable as an Asian city-level quasi-governmental tourism body targeting overlapping short-haul markets.
• Singapore Tourism Board: City-state DMO running international campaigns, MICE promotion, and a multilingual digital portal. Comparable mandate and target markets to Seoul, particularly in Southeast Asia and business tourism.
• Visit Dubai: City-level DMO under Dubai's Department of Tourism and Commerce Marketing running multilingual digital portals and global celebrity-led campaigns. Comparable as a government-affiliated city DMO using high-profile endorsements and large international campaign budgets.

Broad incumbents

• Brand USA: National DMO for the United States running large-scale international tourism campaigns and operating gousa portals. Comparable as a national-scale public-private tourism promotion body with multilingual digital strategy.
• VisitBritain: National DMO for Great Britain operating multilingual portals and international campaigns including celebrity collaborations. Comparable mandate and GTM in international leisure tourism promotion.
• Tourism New Zealand: National DMO running 100% Pure NZ campaigns across international markets with multilingual digital portals. Comparable as a country-level tourism promotion body with strong brand-led international campaigns.

Others

• Klook: Asia-headquartered OTA and experiences marketplace that resells Seoul attractions, tours, and Discover Seoul Pass-style products. Comparable as an adjacent distribution and booking channel rather than a DMO competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/seoultourism

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Seoul Tourism Organization