▲ President Lee Jae Myung (2nd from R) and Lee Boo-jin (2nd from L), CEO of Hotel Shilla and chairperson of the Visit Korea Committee, attend an expanded national tourism strategy meeting at Cheong Wa Dae in Seoul on Feb. 25, 2026. (Yonhap)

Hotel Shilla CEO-tourism

Chief executive of Hotel Shilla vows efforts to boost tourism

By Yi Wonju

SEOUL, Feb. 25 (Yonhap) -- Hotel Shilla Co. CEO Lee Boo-jin on Wednesday pledged to work with companies and government ministries to help attract more foreign tourists and address inconveniences they may face during their stay in South Korea.

Lee, who also serves as chairperson of the Visit Korea Committee, made the remarks during an expanded national tourism strategy meeting at Cheong Wa Dae, where officials discussed ways to boost the industry under a goal of attracting 30 million foreign visitors by 2030.

"We will work with businesses and relevant authorities to ensure that tourists do not experience any inconvenience in regard to payment, transportation or tourist information regardless of the region they visit," Lee said.

"Last year, an all-time high of approximately 20 million tourists visited South Korea, and such an achievement was possible thanks to the government's interest and support," she added.

Lee also stressed that her committee will cooperate with the government to help tourists explore various regions in the country and experience the unique culture of Korea, and to promote "content tailored to their nationalities and needs."

The number of foreign visitors to South Korea hit a record high of 18.9 million in 2025.

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