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South Korea has announced ambitious plans to significantly boost its tourism sector in 2024, aiming to attract 20 million foreign tourists and double its tourism revenue to $30 billion. This strategic push, unveiled on March 26, 2024, by the Ministry of Culture, Sports and Tourism, is part of a broader effort to revive the industry, which saw 11 million foreign visitors and $14.5 billion in revenue in 2023, and surpass its pre-pandemic peak of 17.5 million visitors in 2019. The government’s comprehensive strategy focuses on attracting high-value tourists, diversifying travel experiences centered around K-Culture, and strengthening regional tourism infrastructure.

### Ambitious Tourism Goals and Strategic Focus

The core of South Korea’s plan revolves around positioning itself as a premier global tourism destination, building on the worldwide popularity of K-Culture. The “Visit Korea Year” campaign, running until 2024, underpins these efforts. The government intends to develop a wide range of travel products catering to diverse interests, including K-pop, K-food, K-beauty, and K-fashion. Key initiatives include the creation of 10 “K-Culture Road” courses designed to offer immersive experiences. Additionally, efforts will be made to attract high-end tourists through a dedicated “Korea Luxury Travel” brand and to promote health and healing tourism under the “K-Wellness” banner.

### Enhancing Visitor Experience and Expanding Reach

To facilitate increased tourism, South Korea plans to improve various aspects of the visitor experience. This includes expanding digital nomad visas and streamlining visa services. Infrastructure enhancements will focus on improving transportation, accommodation options, and interpretation services. The country also aims to become a hub for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, with the development of “K-Tourism Specialization Zones” in five regions. Large-scale promotional events are scheduled, such as a “K-pop Playground” in Seoul and the “Busan One Asia Festival.” Globally, the “K-Tourism Road Show” will tour 25 cities across 10 countries, complemented by pop-up stores in five major cities worldwide and “Mega-Events” slated for the second half of the year. Financial incentives for foreign tourists will also be increased through expanded duty-free benefits and tax refunds.

### Regional Development and Diverse Offerings

A significant part of the strategy involves strengthening regional tourism competitiveness and diversifying offerings beyond major cities. Specific plans include developing Busan as a global hub for medical tourism and cruise tourism, and Jeju as a global hub for eco-friendly and leisure tourism. Other regions like Gangwon, Chungcheong, Jeolla, and Gyeongsang will also see promotions for their unique content. The “Korea Travel Festa” will offer various discounts and benefits for foreign visitors. These regional initiatives aim to distribute tourism benefits more broadly across the country and provide visitors with a wider array of authentic Korean experiences, ultimately supporting local economies and businesses related to tourism, culture, and sports.

Key Points
* Target: 20 million foreign tourists in 2024.
* Target: $30 billion tourism revenue in 2024.
* Actual: 11 million foreign tourists in 2023.
* Actual: $14.5 billion tourism revenue in 2023.
* Pre-pandemic peak: 17.5 million foreign tourists in 2019.
* “Visit Korea Year” campaign runs until 2024.
* Plan announced on March 26, 2024.
* Development of 10 “K-Culture Road” courses.
* “K-Tourism Specialization Zones” in 5 regions.
* “K-Tourism Road Show” in 25 cities in 10 countries.
* Pop-up stores in 5 major cities globally.
* “Mega-Events” scheduled for the second half of the year.

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