Hotel Shilla CEO Lee Boo-jin Champions Tourism Growth for South Korea

Seoul, South Korea – Hotel Shilla Co. CEO Lee Boo-jin is spearheading efforts to boost South Korea’s tourism sector, aiming to attract 30 million foreign visitors by 2030. Lee, who also chairs the Visit Korea Committee, recently pledged to collaborate with businesses and government ministries to enhance the visitor experience and address potential inconveniences for international tourists.

Record Tourism Numbers and Future Goals

South Korea welcomed an all-time high of approximately 20 million tourists in 2025, a figure Lee attributes to strong government support . Building on this success, the nation is setting its sights on a more ambitious goal of 30 million foreign visitors within the next seven years. This target was discussed at an expanded national tourism strategy meeting held at Cheong Wa Dae on February 25, 2026, with President Lee Jae Myung in attendance .

Addressing Tourist Needs

Lee Boo-jin emphasized the importance of ensuring a seamless experience for tourists, focusing on key areas such as payment systems, transportation and access to information. “We will function with businesses and relevant authorities to ensure that tourists do not experience any inconvenience in regard to payment, transportation or tourist information regardless of the region they visit,” she stated . The committee will also focus on promoting regional tourism and showcasing Korea’s unique cultural offerings, tailoring content to the specific needs and preferences of different nationalities.

Recognition as Top Female CEO

Lee Boo-jin’s leadership extends beyond tourism. She has recently been recognized as Korea’s top female CEO by the Asia Brand Research Institute, a huge data evaluation agency . The K-Brand Index, which measures brand influence through media exposure, social media activity, public sentiment, and AI-based metrics, analyzed over 52.43 million online data points in December 2025 to determine the rankings . Other top-ranked female executives include Choi Soo-yeon (Naver), Kim Yoo-jin (Hanssem), Kim Seon-hee (Maeil Dairies), and Kim Ji-won (Hansae MK) .

Innovative Tourism Strategies

The national tourism strategy meeting also featured input from Alberto Mondi, Vice President of the Italian Chamber of Commerce in Korea, who suggested a “cluster method” linking cultural sites like Andong Confucian culture, Yeongju Buseok Temple, and Ulsan petroglyphs to create more comprehensive tourist routes .

Streamlining Processes and Combating Exploitation

To further support tourism growth, the government is simplifying entry and exit procedures for foreign visitors and implementing measures to protect tourists from unfair practices, such as canceling the registration of local currency exchange stores found to be charging exorbitant fees .

Lee Boo-jin’s commitment, combined with government initiatives and innovative strategies, positions South Korea for continued success in attracting international visitors and solidifying its reputation as a premier travel destination.