Overseas branches: A global outpost for Korean tourism
In June 1962, South Korea established the Korea Tourism Corporation and began laying the foundation for the tourism industry. Although the number of foreign tourists at that time was only 10,000, it was launched with the weighty mission of national reconstruction and foreign currency acquisition. Twenty years later, in 1982, the organization changed its name to the Korea Tourism Organization and has strived to meet the demands of the times, focusing on revitalizing domestic tourism and improving national income. During this growth process, overseas branches have played a crucial role at the forefront of South Korea’s tourism territory.
Key functions of overseas branches:
The Korea Tourism Organization currently operates 30 branches worldwide. These overseas branches are responsible for understanding the culture and tourism trends of each country, and developing customized tourism products based on this understanding. In addition, they support the establishment of infrastructure that private travel agencies find difficult to pursue alone, such as attracting new air routes and hosting international conferences, alongside marketing activities targeting foreign tourists. attracting new air routes.
The core function of overseas branches is to market the “Korea” national brand itself. They promote the appeal of Korea to the world through activities such as supporting invitations for travel agents, journalists, and relevant individuals, hosting promotional events for consumers, and participating in exhibitions and trade shows.
Performance and global competitiveness of the tourism industry
The Korea Tourism Organization’s years-long efforts have yielded tangible results. In 2024 (based on 2024 statistics announced in 2025), it attracted 18,937,000 foreign tourists, setting a new all-time record. This was an 8.2% increase from 2019, before the pandemic (17,503,000 people), demonstrating that South Korea’s tourism market has entered a phase of structural expansion.
Tourists are flocking from Asia (14,940,000 people), the Americas (1,960,000 people), and Europe (1,310,000 people), demonstrating that South Korea’s tourism industry possesses strong competitiveness in the global market.
Rapidly changing tourism market and the evolution of overseas branches
The modern tourism market has changed significantly from the past. While group tours were once dominant, currently, 84% of foreign visitors to South Korea are individual travelers (FIT). These travelers obtain travel information from social media and make reservations through global online travel agency (OTA) platforms. In the face of these changes, overseas branches are shifting away from a focus on “customer acquisition” and are increasingly concentrating on enhancing national brand value and building a market foundation.
Sustainable tourism and future strategies
The tourism industry is expected to face even more intense global competition in the future. Accordingly, overseas branches need to utilize a deep understanding of the local market and their networks to adopt strategic approaches aligned with global tourism trends. At the same time, it is necessary to strengthen the image of Korean tourism through the promotion of Hallyu tourism, the expansion of programs for experiencing traditional Korean culture, and the development of sustainable tourism.
Overseas branches are not merely organizations for attracting tourists; they play a crucial role as a diplomatic channel, promoting Korean culture and its appeal to the world. It is through their efforts that South Korea has been able to establish itself as a major destination in the global tourism market.
Frequently Asked Questions (FAQ)
What roles do overseas branches play?
Overseas branches identify the cultural and tourism trends of each country, develop customized tourism products, and market the national brand of Korea. They also play a role in establishing infrastructure that private travel agencies find difficult to develop independently, such as supporting the establishment of new air routes, attracting international conferences, and proposing improvements to visa systems.
When was the Korea Tourism Organization established?
The Korea Tourism Organization was established on June 26, 1962, under the name International Tourism Corporation, and its name was changed to its current name in 1982.
How many overseas branches are currently in operation?
The Korea Tourism Organization operates 30 branches worldwide and has entered major global tourism markets.
What was the number of foreign tourists visiting South Korea in 2024?
In 2024, South Korea attracted 18,937,000 foreign tourists, an all-time high and an 8.2% increase over 2019, before the pandemic.
It is said that the travel patterns of foreign tourists have changed recently. Is this true?
That is correct. Currently, 84% of foreign visitors to South Korea are individual travelers (FIT), which is a significant difference from the past when group tours were the norm. These travelers plan their trips through social media and global online travel agency platforms.
How does the “customer acquisition” work performed by overseas branches differ from that of travel agencies?
Travel agencies market individual travel products and recruit customers, while overseas branches market the entire country of Korea, as well as cities and regions, and play a role in establishing a national-level foundation, including market research, developing distribution channels, and attracting air routes.
