The Seoul city government, Korea Tourism Organization (KTO), and Louis Vuitton have signed an agreement to collaborate in promoting tourism as part of the “Visit Korea Year 2023-2024” initiative. The partnership aims to attract foreign visitors to Korea by promoting “K-culture” and holding special events on the banks of the Han River and other cultural spaces. The KTO will develop content to boost tourism, while Louis Vuitton will support the city in attracting more foot traffic by participating in Seoul’s tourism marketing. The three sides will also create promotional activities to draw travelers to the country. In addition, Louis Vuitton will hold its 2023 offline pre-fall fashion show at Sebitseom on the Han River in Seoul’s Gangnam-gu on April 29, marking the brand’s first-ever fashion show in Korea. The deal is expected to help the city reach its goal of attracting 30 million tourists this year and propel its travel sector.