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President Lee leans into tourism with Hotel Shilla CEO, seeks 30 million before 2030

Published: 25 Feb. 2026, 19:31

SARAH KIM
[email protected]

President Lee Jae Myung, center, poses for a commemorative photo with Lee Boo-jin, left, CEO of Hotel Shilla and chairperson of the Visit Korea Committee, and Alberto Mondi, vice president of the Italian Chamber of Commerce in Korea, in front of souvenir contest winning entries, at a national tourism strategy meeting at the Blue House in central Seoul on Feb. 25. [JOINT PRESS CORPS]

Hotel Shilla CEO Lee Boo-jin pledged to work with businesses and the government to tackle inconveniences for travelers across all regions at a Blue House national tourism strategy meeting led by the president Wednesday.

President Lee Jae Myung warned to be wary of "unfair practices that turn away tourists," and instructed officials to "eradicate overcharging, poor service and excessive customer solicitation," citing them as vicious practices that cause great damage to the local economy.

He added that the "fruits of the tourism industry's growth should be shared by local small business owners and merchants across the country," calling to revitalize local tourism during the public-private meeting at the Blue House in central Seoul.

The government in turn announced plans to ease visa requirements, expand regional entry points and eliminate price gouging and exorbitant tourism-related fees to reach the goal of attracting 30 million visitors to Korea by 2030.

Lee Boo-jin, who serves as chairperson of the Visit Korea Committee, pledged to "work with businesses and relevant ministries to resolve any inconveniences in payment, transportation, tourism and information, regardless of the region that tourists travel to."

"Last year, we had a record number of tourists, close to 20 million, and this achievement was thanks to the government's interest and support," Hotel Shilla CEO Lee said. "Now, for foreigners, Korea is not just a country they want to visit, but a wonderful place that they want to live in like Koreans do."

The Hotel Shilla CEO is the younger sister of Samsung Electronics Chairman Lee Jae-yong.

Last year, the number of foreign visitors to Korea reached a record high of 18.94 million.

"In line with these expectations, the committee will work with the government to find and widely promote content that suits each nationality and the needs of foreigners so that they can experience our unique culture while visiting various regions," Hotel Shilla CEO Lee added.

President Lee Jae Myung, center, speaks at a national tourism strategy meeting attended by government officials and public sector participants including Lee Boo-jin, left, CEO of Hotel Shilla and chairperson of the Visit Korea Committee, and Alberto Mondi, right, vice president of the Italian Chamber of Commerce in Korea at the Blue House in central Seoul on Feb. 25. [JOINT PRESS CORPS]

"The tourism industry's expansion will inevitably face limits if we remain satisfied with the reality that Seoul draws 80 percent of foreign travelers," President Lee said. "The gains from the growth of the tourism industry should be shared by commercial districts and small business owners across the country."

This is the first time in seven years that the president has presided over the tourism strategy meeting in person. The meeting was attended by Prime Minister Kim Min-seok and heads of the ministries of finance, culture, justice, transport, education, and food and drug safety, as well as representatives from the private sector, including Alberto Mondi, vice president of the Italian Chamber of Commerce in Korea, and Cho Nam-sung, co-CEO of Musinsa, Korea's largest fashion e-commerce platform by revenue.

The meeting is usually chaired by the prime minister, and former President Moon Jae-in last presided over it in 2019.

During the meeting, the government announced its goal of reach its target of 30 million visitors by 2029, earlier than its original target. This year, it has set a target of 23 million visitors.

The government also revealed plans to ease visa regulations and entry procedures for foreign visitors.

Indonesia will be included in a pilot program granting visa-free entry to tourist groups of three or more travelers. This follows Japan's example of a fourfold increase in the number of Indonesian visitors to the country after it introduced its visa waiver program in 2014. Last year, some 370,000 Indonesian tourists visited Korea.

The government also plans to introduce five-year multiple-entry visas for travelers from China and Southeast Asian countries who have prior records of visiting Korea. Previously, multiple-entry visas were only available to tourists who visited Korea before Jan. 28, 2016.

Furthermore, residents of major Chinese and Vietnamese cities will be eligible for 10-year multiple-entry visas.

In addition, an automated immigration clearance system, currently available for 18 countries including Japan, Singapore and Australia, will be expanded to include European Union countries.

The time required for tourists to enter and exit the country will also be shortened by increasing the number of automated immigration checkpoints.

President Lee Jae Myung, right, speaks with Lee Boo-jin, CEO of Hotel Shilla and chairperson of the Visit Korea Committee, ahead of a national tourism strategy meeting at the Blue House in central Seoul on Feb. 25. [JOINT PRESS CORPS]

Cruise terminals, which typically operate until 10 p.m., will offer 24-hour service on a trial basis, starting with the Busan Port International Passenger Terminal.

Measures to revitalize regional airports were also discussed during the meeting. To expand direct international routes to regional airports, airlines that establish new international routes at regional airports will be offered substantial benefits, including reduced airport facility usage fees.

"Tourism is a key national strategic industry for Korea," President Lee said at the meeting. "In order for the K-culture fever to not remain just a sensation on the screen, we must allow people from all over the world to step foot on Korean soil and experience it for themselves."

The president also thanked Lee Boo-jin by name and expressed his "special gratitude" for her attendance.

BY SARAH KIM [[email protected]]