CreatripTeam

Naver has joined the Korea Visit Committee (한국방문의해위원회) to accelerate inbound tourism efforts, using its Naver Map service as the core weapon. Due to restrictions on exporting detailed domestic map data, Google Maps is limited in Korea, allowing Naver Map to become the dominant choice for foreign visitors—56.2% vs. Google’s 33.9% per a 2023 survey. Naver plans to evolve the map from a navigation tool into an inbound “super app” by linking location data and traveler interests to search, bookings (네이버예약), and payments (네이버페이), creating strong lock-in effects. The company is building an open ecosystem with partners like HanaTour’s inbound unit (하나투어ITC) to supply K-culture tours and enable small local businesses to sell through the platform. Traditional travel operators see both opportunity and risk: new distribution channels for their products but potential dependence on Naver and increased fees. Overall, Naver’s move could be a game-changer for Korea’s tourism and travel industry.