South Korea is actively courting Thai travelers with a new tourism strategy centered around the immersive “K-Lifestyle,” hoping to attract 400,000 visitors this year. The Korea Tourism organization (KTO) is shifting its focus from traditional sightseeing to experiences encompassing Korean culture, cuisine, and beauty trends, a move reflecting a broader global trend in travel preferences. To bolster thes efforts, KTO has enlisted actor Park Bo-gum as its tourism ambassador, aiming to capitalize on his popularity to connect with potential visitors and streamline the travel planning process, notably regarding the K-ETA authorization system.
South Korea is ramping up its tourism efforts in Thailand, tapping actor Park Bo-gum as its new tourism ambassador and focusing on the appeal of “K-Lifestyle” to attract 400,000 Thai visitors this year. The move reflects a growing trend of travelers seeking immersive cultural experiences beyond traditional sightseeing.
Kim Seohui, Director of the Korea Tourism Organization (KTO) Thailand, explained that the Thai market’s recovery isn’t just about numbers. “The recovery of the Thai market doesn’t just reflect the number of travelers, but also the changing behaviors. Tourists are placing more importance on spending time in cities and are looking for experiences connected to lifestyles,” she said. “That’s why KTO is expanding its tourism offerings to include K-Lifestyle alongside major tourist cities.”
K-Lifestyle encompasses everything from cultural trends and cuisine to beauty and personalized travel styles, aligning with the growth of independent (FIT) travelers and repeat visitors. These travelers tend to spend more time in cities and seek experiences that move beyond rushed itineraries.
“KTO’s operations are under the framework of ‘Korea Welcomes You’ to reflect Korea’s readiness to welcome tourists,” Kim Seohui continued. “We’re presenting a variety of travel options, both in major tourist cities and through lifestyle experiences in each city, while still prioritizing experiences that align with the lifestyles of Thai tourists – both first-time and repeat visitors – to support the long-term growth of the market.”
KTO is focusing on Seoul and Busan, cities already popular with Thai tourists. Seoul is being presented not just as a bustling metropolis, but as a city with everyday life, residential areas, local cafes, and public spaces perfect for leisurely exploration. Busan, meanwhile, is highlighted as a relaxed coastal city ideal for travelers seeking a break from the fast pace and a chance to savor their experiences. The organization is also promoting Gyeongju as a historical city, catering to tourists interested in cultural experiences and exploring lesser-known destinations, which aims to increase average length of stay and distribute spending beyond major cities.
Beyond inspiring travel, KTO is working to address potential hurdles for travelers, particularly regarding the K-ETA (Korea Electronic Travel Authorization) system. Recognizing that some travelers find the process confusing, KTO is prioritizing clear and accurate communication to help Thai tourists plan their trips with confidence, especially those traveling independently (FIT).
The choice of Park Bo-gum as the face of Korean tourism is strategic. KTO believes his approachable image and connection to everyday life will make travel content more relatable and bridge the gap between inspiration and booking a trip.
