On August 7, 2024, Yanolja Research, South Korea's private research institute for the travel and tourism industry, hosted a publication celebration event for its book, The Path to Making South Korea a Tourism Powerhouse, which presents visions and strategies to enhance K-Travel competitiveness.

Held at Conrad Hotel in Yeouido, the event consisted of two parts: a press conference in the first session and a special seminar in the second session, facilitating active discussions on strategies to revitalize inbound tourism.

Part 1: Press Conference

The first session began with a welcome address (via video) by Sujin Lee, CEO of Yanolja, followed by an opening speech by Chang Soo-Chung, Professor at Purdue University and Director of Yanolja Research. The session featured two panel discussions:

• Panel Talk 1: "Opening the Door to South Korea’s Tourism with Products and Services"
• Panel Talk 2: "Shaping the Future of South Korea’s Tourism with Digital Innovation and Governance"
• A Q&A session concluded the program.

The panel discussions were moderated by Professor Chang Soo-Chung and featured the following participants:

• Bochan Bae, Head of Yanolja Platform Division
• Hwi Young Choi, CEO of Interpark Triple
• Gyu Chul Kim, Director at PwC Strategy&
• Joon Young Lee, CEO of Yanolja Technology
• Gyu Wan Choi, Professor at Kyung Hee University
• Sung Sik Park, CEO of Yanolja Research

Discussions covered strategies for differentiating South Korea's tourism products and services, securing infrastructure to accommodate inbound tourists, and advancing digital innovation.

Part 2: Special Seminar

The second session opened with a congratulatory address by Hwi Young Choi, CEO of Interpark Triple, followed by two keynote presentations:

• Professor Gyu Wan Choi (Kyung Hee University, College of Hotel and Tourism): "The Need for South Korea’s Transition to a Tourism Powerhouse"
• Professor Chang Soo-Chung (Purdue University, Director of Yanolja Research): "The Path to Making South Korea a Tourism Powerhouse: UNLOCK Korea"

The session concluded with a panel discussion on "The Path to Making South Korea a Tourism Powerhouse" moderated by Soo Nu Kwon, former Economic Director at Samsung Economic Research Institute. Panelists included:

• Jung Wook Lee, Professor at Yonsei University and Director of the National Governance Institute
• Sung Eun Kim, Director of the Tourism Data Office, Korea Tourism Organization
• Jung Rok Park, Acting President of the Seoul Tourism Association
• Kang Se Kim, CSO of Interpark Triple
• Gyu Chul Kim, Director at PwC Strategy&

Discussions encompassed tourism policy, travel technology, tourism infrastructure, and tourism content, offering insights into strategies to elevate South Korea as a global tourism destination.