Lee Jae-myung Focuses on Quality Tourism Growth for South Korea

South Korean President Lee Jae-myung has emphasized the importance of a shift towards qualitative growth in the tourism sector, aiming to attract 30 million foreign tourists by 2030. He highlighted the demand to move beyond simply increasing visitor numbers and focus on enhancing the overall experience for international travelers.

Record Tourism Numbers and Future Goals

President Lee noted that South Korea welcomed a record 18.93 million foreign tourists in the previous year, signaling an imminent arrival of the 20 million tourist milestone . He stressed that achieving the ambitious goal of 30 million tourists by 2030 requires a fundamental change in strategy, prioritizing the revitalization of local tourism.

Collaboration with Industry Leaders

During an Expanded National Tourism Strategy Meeting, President Lee specifically acknowledged the contributions of Lee Boo-jin, Chairman of the Visit Korea Committee and CEO of Hotel Shilla, expressing gratitude for her participation and leadership . Lee Boo-jin, in turn, remarked that South Korea has become a desirable destination for those seeking to immerse themselves in Korean culture, and lifestyle.

Emphasis on Customer Experience

Lee Boo-jin underscored the importance of providing comfort and anticipating the needs of visitors, stating that genuine hospitality extends beyond a simple smile. This focus on customer-centric service is seen as crucial to attracting and retaining international tourists .

Recent Government Appointments

President Lee Jae-myung, who assumed office in June 2025, has recently appointed key members of his administration. Kim Min-seok was named Prime Minister, Kang Hoon-sik as Chief of Staff, and Lee Jong-seok as the Director of the National Intelligence Service . These appointments signal the administration’s priorities as it moves forward.

Looking Ahead

President Lee’s emphasis on qualitative tourism growth, coupled with strategic government appointments, suggests a commitment to developing a sustainable and enriching tourism sector in South Korea. The focus on enhancing the visitor experience and revitalizing local economies positions the country for continued success in attracting international travelers.