Park Sung-hyeuck, left, president of the Korea Tourism Organization (KTO), poses with Matthew Upchurch, CEO of Virtuoso, after signing a memorandum of understanding at Some Sevit in Seocho District, Seoul, Friday. Courtesy of KTO

The Korea Tourism Organization (KTO) is stepping up efforts to transform the country into a premier destination for global high-end travelers by partnering with the world's leading luxury travel network.

The state-run tourism agency hosted the 2026 Virtuoso Symposium in Korea last week and signed a memorandum of understanding with Virtuoso on Friday to elevate Korea's positioning in the global luxury travel stage.

Virtuoso is a premier global network of luxury travel agencies featuring more than 22,000 advisors across 58 countries. The symposium brought hundreds of top-tier travel executives and advisors to Korea to experience the country's cultural and modern offerings.

Following the signing ceremony, a welcome dinner was held to showcase the essence of Korean flavors.

The event featured a performance titled “Mimesis” by the Seoul Metropolitan Dance Theatre, which is the follow up to their acclaimed work “One Dance” that previously sold out New York's Lincoln Center and won a Bessie Award. Ven. Seonjae, the first designated master of Korean temple food, also conducted a cooking demonstration to deliver Korea's unique charms to global attendees.

Members of Virtuoso, a premier global network of luxury travel agencies, enjoy a welcome dinner event held at Some Sevit in Seocho District, Seoul, Friday. Courtesy of Korea Tourism Organization

KTO President Park Sung-hyeuck emphasized the importance of the agreement in reshaping the local tourism industry.

"It is important for Korea to be recognized as a luxury destination by global travelers," Park said during a press conference. "Through this official partnership, we plan to upgrade inbound luxury tour packages and introduce tourism products unique to Korea."

The president said the agency aims to expand its target demographics beyond neighboring countries to attract more visitors from North America and Europe who typically spend more and stay longer. To achieve this, the organization plans to invite Virtuoso advisors to Korea so they can personally experience the country and help design tailored travel routes for their clients.

Source: Korea Times News