Category: Tourism Economy

Staying Home Was Never This Strategic: South Korea’s K-Vacation Campaign and the Art of Turning Citizens Into Tourists

Published July 1, 2026 by Staff Writer

Staying Home Was Never This Strategic: South Korea’s K-Vacation Campaign and the Art of Turning Citizens Into Tourists

The K-Vacation campaign's commercial proposition rests on a carefully designed package of financial incentives intended to narrow the cost gap between a domestic holiday and an overseas trip to Japan or Southeast Asia — the very markets the South Korean government has identified as its principal competitors for Korean leisure spending.

The Korea Tourism Organization has launched its boldest domestic tourism campaign yet — a government-backed, industry-supported effort to redirect South Korean holiday…

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