The Korea Tourism Organization is launching an extensive marketing campaign targeting three key Southeast Asian countries—Thailand, Singapore, and Vietnam—to achieve its goal of attracting 30 million foreign visitors ahead of schedule.
The organization plans to establish diverse partnerships with major local financial institutions, national airlines, and global travel platforms to expand demand for travel to Korea beyond the metropolitan area to regions like Yeongnam.
From July 13 to 17, President Park Sung-hyuk led sales activities in Thailand. The organization is collaborating with Thailand's largest financial company, Krungthai Card (KTC), and the national carrier, Thai Airways, to conduct a joint campaign promoting travel to Korea. Utilizing KTC's network of 3.7 million members, they will offer special discounts on flights to Korea and promote differentiated travel packages focused on K-beauty and wellness.
To target Thailand's millennial generation, the organization has partnered with fintech company TrueMoney to provide shopping and beauty clinic benefits. Additionally, it has developed a gourmet travel package in collaboration with major travel agency Quality Express, aiming to attract 30,000 visitors over the next three years through Daegu and Gimhae airports.
In Singapore, the organization is implementing a diversification strategy aimed at digital platforms and premium demand. It has signed a partnership with global activity platform Klook to co-develop tourism products that link local festivals and cuisine. The Klook creator program will be utilized to promote the appeal of regional tourism in Korea.
Furthermore, a partnership has been established with Singapore Airlines for multi-market marketing in Southeast Asia, and discussions with local travel agency Chan Brothers Travel are focused on premium products, Muslim-friendly K-culture offerings, and attracting corporate incentive tourism (MICE) groups.
In Vietnam, which has ranked first in intent to visit Korea for four consecutive years, the focus is on expanding the airline supply chain and revitalizing local tourism. VietJet Air, the largest low-cost airline in Vietnam, is running a flight discount promotion until September, while a campaign targeting middle-class family tourists is being conducted with the state-owned Vietnam Airlines.
In collaboration with VietTravel, the largest private travel agency in Vietnam, tourism products utilizing the K-Vietnam Valley in Bonghwa, Gyeongbuk, and the world heritage sites in the Gyeongsang region are being developed. The organization aims to attract 50,000 Vietnamese tourists to Korea over the next two years, including corporate incentive groups.
Park Sung-hyuk, President of the Korea Tourism Organization, stated, "To accelerate the achievement of 30 million foreign tourists, we are establishing detailed goals for each market and focusing on concrete execution. We will work closely with local partners that are key touchpoints for inbound tourism, including global platforms, airlines, and financial institutions, to expand demand for travel to Korea and contribute to regional economic revitalization."
* This article has been translated by AI.
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