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South Korea is poised to significantly boost its tourism sector through the integration of artificial intelligence (AI) technologies, fostering collaboration between innovative startups and established industry giants. A new initiative by the Korea Tourism Organization (KTO) aims to identify and support companies developing AI-driven solutions to enhance the visitor experience and streamline tourism-related processes, marking a pivotal shift in the nation’s travel industry.
The move comes as South Korea seeks to solidify its position as a leading global travel destination, leveraging technological advancements to attract a wider range of tourists and offer more personalized and efficient services. This push for “travel tech” – the application of technology to the travel industry – is part of a broader effort to cultivate “unicorn” companies within the Korean tourism landscape, mirroring successful models seen in other tech-forward nations. The KTO’s “Tourism Plus Tech” program, now in its sixth year, has already demonstrated success in identifying promising ventures, and is now expanding to include an “open innovation” approach.
The core of this expansion is the “2026 Tourism Open Innovation Business” program, a collaborative effort between the Ministry of Culture, Sports and Tourism and the KTO. This program will connect startups with innovative technologies to large corporations seeking to expand their offerings. The initiative is divided into two streams: a ‘general’ stream and an ‘AI-specialized’ stream, with a total of 22 companies expected to be selected. The program aims to foster the development of AI-based tourism services, according to a recent announcement from the KTO.
Several major South Korean companies are participating in the open innovation program, including CJ ENM, GS Retail, and Kakao Mobility. The AI-specialized stream, a newly introduced component, will focus on accelerating the adoption of AI within the tourism sector. Companies like Shinhan Financial Group (through Shinhan Future’s Lab), and Polaris Office are participating, focusing on areas such as personalized travel solutions, AI-powered smart tourism, and the application of physical AI services. The program will provide selected startups with funding ranging from 50 million to 200 million Korean won (approximately $37,000 to $148,000 USD, as of February 20, 2026) for proof-of-concept projects, alongside operational support, investment opportunities, and access to new markets.
One example of a company already benefiting from this trend is Nua, a travel tech startup that secured 13 billion Korean won (approximately $9.6 million USD, as of February 20, 2026) in Series A funding in late 2025. Nua utilizes AI to automatically summarize tourist reviews, helping travelers quickly identify key attractions and points of interest. This addresses a growing demand for concise and readily accessible travel information, moving away from the traditional reliance on bulky guidebooks.
The KTO is also actively supporting the digital transformation of smaller tourism businesses through its “Tourism Business Innovation Voucher Support Project.” This initiative provides financial assistance – up to 130 million Korean won (approximately $96,000 USD, as of February 20, 2026) – to help these companies adopt AI, considerable data, and ICT solutions. The program covers a wide range of applications, including mobile app development, AI-driven marketing, and the implementation of robotic services.
Though, access to these support programs may be limited for companies already receiving similar funding from other sources. The KTO emphasizes the importance of reviewing detailed program guidelines to ensure eligibility. A KTO official stated that the agency is specifically focused on identifying and supporting the development of AI-integrated tourism services.
The push for AI in tourism isn’t limited to service enhancements. The KTO is also exploring the use of AI and big data to analyze tourism trends and optimize marketing strategies, aiming to attract more international visitors and boost the overall economic impact of the tourism sector. This includes leveraging data to understand traveler preferences and tailor promotional campaigns accordingly.
Looking ahead, the success of these initiatives will depend on the ability to effectively connect startups with the resources and expertise they need to scale their innovations. The KTO’s open innovation program represents a significant step towards fostering a more dynamic and technologically advanced tourism ecosystem in South Korea. The next key date for interested startups is March 20, 2026, the deadline for applications to the ‘2026 Tourism Open Innovation Business’ program, accessible through the Korea Tourism Industry Portal ‘Touraraz’.
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