Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Korea aims to become luxury travel hub through Virtuoso partnership
Park Sung-hyeuck, left, president of the Korea Tourism Organization (KTO), poses with Matthew Upchurch, CEO of Virtuoso, after signing a memorandum of understanding at Some Sevit in Seocho District, Seoul, Friday. Courtesy of KTO
By Baek Byung-yeul
The Korea Tourism Organization (KTO) is stepping up efforts to transform the country into a premier destination for global high-end travelers by partnering with the world's leading luxury travel network.
The state-run tourism agency hosted the 2026 Virtuoso Symposium in Korea last week and signed a memorandum of understanding with Virtuoso on Friday to elevate Korea's positioning in the global luxury travel stage.
Virtuoso is a premier global network of luxury travel agencies featuring more than 22,000 advisors across 58 countries. The symposium brought hundreds of top-tier travel executives and advisors to Korea to experience the country's cultural and modern offerings.
Following the signing ceremony, a welcome dinner was held to showcase the essence of Korean flavors.
The event featured a performance titled “Mimesis” by the Seoul Metropolitan Dance Theatre, which is the follow up to their acclaimed work “One Dance” that previously sold out New York's Lincoln Center and won a Bessie Award. Ven. Seonjae, the first designated master of Korean temple food, also conducted a cooking demonstration to deliver Korea's unique charms to global attendees.
Members of Virtuoso, a premier global network of luxury travel agencies, enjoy a welcome dinner event held at Some Sevit in Seocho District, Seoul, Friday. Courtesy of Korea Tourism Organization
KTO President Park Sung-hyeuck emphasized the importance of the agreement in reshaping the local tourism industry.
"It is important for Korea to be recognized as a luxury destination by global travelers," Park said during a press conference. "Through this official partnership, we plan to upgrade inbound luxury tour packages and introduce tourism products unique to Korea."
The president said the agency aims to expand its target demographics beyond neighboring countries to attract more visitors from North America and Europe who typically spend more and stay longer. To achieve this, the organization plans to invite Virtuoso advisors to Korea so they can personally experience the country and help design tailored travel routes for their clients.
"I want to offer experiences such as staying overnight at the historic house of Ryu Seong-ryong (a prime minister of the 1392-1910 Joseon Dynasty) in Andong to experience the traditional noble lifestyle along with unique local cuisine," Park said.
Virtuoso CEO Matthew Upchurch highlighted Korea's unique appeal to luxury travelers seeking a blend of the past and the future.
"Korea has become such a cultural phenomenon around the world and there is this wonderful hold that already exists that is the creativity of Korea combined with the fact that you have a culture that is very well protected," Upchurch said.
Members of Virtuoso, a premier global network of luxury travel agencies, receive makeup products during a K-beauty experience program event held at the Conrad Seoul hotel, Friday. Korea Times photo by Baek Byung-yeul
Addressing concerns that artificial intelligence (AI) might replace human travel planners, Upchurch emphasized the irreplaceable value of travel advisors in the premium market.
"The problem with AI is it can be 90 percent right, but it is the 10 percent that will hallucinate," Upchurch said. "A really good advisor today is a collaborator. They take what comes out of AI but then they say what is right and what the client should consider. They exist because they create overall value in the lives of our customers."
The symposium also served as a platform to showcase Korea's advanced wellness and beauty sectors. Prior to the welcome dinner, local industry experts provided personalized experiences for the global attendees.
Chammy Choi, left, a content creator, receives a scalp diagnosis during a K-beauty experience program event held at the Conrad Seoul hotel, Friday. Korea Times photo by Baek Byung-yeul
The K-beauty experience program offered various activities such as personal color diagnosis based on skin type and face shape analysis, coupled with K-beauty makeup sessions inspired by Korean actors and idols.
Participants also engaged in scalp diagnosis using smart mirrors and K-hairstyling sessions to explore the latest trends in the industry.
Jang Jun-young, president of EcoJardin, participated in the event to offer scalp health assessments to the travel advisors.
"The response from those who received scalp diagnoses today was overwhelming because most people are unaware of their scalp health conditions," Jang said. "Thanks to the power of K-culture, demand for wellness is growing in Southeast Asia and Japan, and we are now seeing great responses from American clients."