Park Seong-hyeok, president of the Korea Tourism Organization, is a private sector expert with over 30 years of experience in global brand strategy. He has made a name for himself more in corporate settings than in the tourism industry.
He graduated from Hankuk University of Foreign Studies with a degree in journalism and earned a master's degree in media studies from Chung-Ang University. He also completed a doctoral program in media communication at Hankuk University of Foreign Studies. For more than 30 years, he worked at Cheil Worldwide, handling global marketing and leading brand campaigns for major domestic companies. He held various positions, including head of the German branch, European general manager, North American general manager, and vice president of the global division, where he directed brand strategies in overseas markets.
When he was appointed president of the Korea Tourism Organization in December last year, many in the tourism sector were intrigued by his background in global marketing. Park believes that his experience is beneficial in his current role.
He frequently emphasizes the term 'market' when discussing tourism. Throughout the interview, he stressed that "30 million is not just a number; it represents a market." An increase in foreign tourists leads to expanded flight routes, investments in accommodation facilities, and tourism content, which in turn attracts more visitors to the region. His perspective prioritizes the growth potential of the market over the number of tourists.
Interest naturally shifts toward this area. He aims to integrate K-culture, medical tourism, MICE (meetings, incentives, conferences, and exhibitions), and regional tourism content to extend visitors' stay and increase spending. He is focused on creating an environment where tourists return and spend more time in the region.
A marketer who has spent over 30 years growing brands in the global market is now tasked with expanding South Korea's tourism market. When asked how he wants to be remembered at the end of the interview, he paused for a moment before responding.
"I want to be remembered as someone who is genuinely passionate about tourism, who helped expand our country's global tourism territory and fostered a healthy ecosystem."
* This article has been translated by AI.
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