New KTO Chief Pledges Aggressive Reforms to Reach 30 Million Visitors Early
Creatrip Team
2 months ago
Park Sung-hyuk, newly appointed president of the Korea Tourism Organization (KTO), announced plans to accelerate reaching the government’s 30 million tourist target ahead of the 2030 goal by implementing strong organizational reforms and data-driven promotion. Speaking at a ministry briefing in Seoul, Park—who filled a 23-month vacancy—promised a bold, fast-moving approach and acknowledged staff morale issues after a recent poor performance rating. He plans to strengthen data use with an AI innovation unit and unified data systems, and to expand high-value tourism sectors like Hallyu (Korean Wave) convergence tourism, medical tourism, and MICE (meetings, incentives, conferences, and exhibitions). The KTO will also pilot a local travel subsidy for shrinking-population regions and sharpen promotional targeting across four regions (Greater China, Japan, Asia, and the Americas/Europe). Culture Minister Choi urged Park to demonstrate his private-sector marketing expertise to close gaps with competitors like Japan.
