Published on
September 27, 2025
The establishment of the K Tourism ESG Alliance by the Korean Tourism Association and Infinity Consulting is a significant step toward sustainability in the travel industry. The goal of this collaboration is to transform how the tourism sector in South Korea embraces Environmental, Social, and Governance (ESG) principles. The two organizations will lead efforts to integrate ESG standards across different tourism sectors through a recently formed memorandum of understanding (MOU), guaranteeing that sustainability becomes a primary focus for companies, governments, and educational institutions.
The main goal of the new alliance is to create a thorough framework for ESG practices that is specifically suited for the travel and tourism industry. The development of a K-Tourism ESG certification system, which will assist tourism enterprises in assessing and enhancing their environmental, social, and governance practices, is a key element of this project. A unified, sector-wide approach to sustainability will be made possible by the extension of this certification system to various tourism subsectors, such as hotels, resorts, casinos, and other lodging providers.
A Collaborative Effort to Build Sustainable Standards
The K‑Tourism ESG Alliance represents a multifaceted collaboration between government bodies, private companies, and educational institutions. The Korean Tourism Association (KTA) will take charge of coordinating policy and ensuring the credibility of the ESG certification system through close connections with public institutions and government agencies. This will help the alliance establish authority and trust within the tourism industry, both domestically and internationally.
Meanwhile, Infinity Consulting will be responsible for the project’s planning and execution. The consulting firm will oversee the development of the ESG system and take the lead in creating a cutting-edge artificial intelligence (AI) platform to support the alliance’s efforts. The platform, built using patented technology, will help track and assess ESG performance across businesses in the tourism industry, enabling the streamlined reporting of environmental impacts, social responsibility initiatives, and governance structures.
The Role of Academia in Shaping Future Leaders
Education is a crucial aspect of the alliance’s goals. Kyung Hee University’s College of Hotel and Tourism Management has been brought on board as an R&D partner. The university will oversee academic research and the development of professional talent, ensuring that the alliance’s initiatives are grounded in rigorous scholarship. Through the university’s participation, the K‑Tourism ESG Alliance will also focus on the development of an MBA program dedicated to ESG in tourism management. This program will allow professionals to receive specialized education in sustainable business practices, preparing them to lead ESG initiatives within their respective organizations.
In addition to developing educational programs, the alliance aims to conduct thorough research into how ESG standards can be applied across the tourism industry. The collaboration between academia and industry will help foster innovation, making it possible to refine and adapt global ESG best practices to fit the unique needs of the Korean tourism sector.
Expansion Across the Tourism Sector
While the initial focus of the alliance will be on the hotel industry, the ambition is to extend its reach across the entire tourism sector. Plans are already in place to adapt the ESG model to other parts of the tourism industry, including resorts, theme parks, casinos, and even local tourism operators. By developing a sector-specific ESG standard model, the alliance aims to ensure that each sub-sector of the tourism industry can implement ESG principles that reflect its operational needs and challenges.
The idea behind this phased approach is to develop a holistic ESG certification system that can evaluate, certify, and educate businesses across the tourism industry. This comprehensive approach will not only help tourism businesses improve their ESG performance but also provide tourists with the assurance that the accommodations, attractions, and services they use are ethically and sustainably operated.
A Formal Launch and the Alliance’s First Achievements
The K‑Tourism ESG Alliance was formally launched during a signing ceremony held at Kyung Hee University’s College of Hotel and Tourism Management on September 24, 2025. At this event, the first results of the project were presented: the Hotel Industry ESG Standard Model Development Study, which outlines how ESG principles should be applied in the hospitality sector. This study serves as the first deliverable of the alliance and will serve as the foundation for future developments in the ESG certification system.
This initial achievement marks a significant milestone for the alliance, which aims to expand its reach beyond the hotel industry into other tourism sub-sectors. The study also represents the culmination of academic research conducted by the university’s experts, as well as collaboration with various stakeholders in the tourism sector, government agencies, and industry leaders.
Why the K‑Tourism ESG Alliance Matters
The K‑Tourism ESG Alliance is not just about meeting sustainability targets; it’s about reshaping the tourism sector into a model of ethical, responsible business practice that can serve as a global example. There are several reasons why this initiative is crucial for South Korea’s tourism industry:
Building Global Credibility: The alliance’s association with prominent institutions like the Korean Tourism Association and Kyung Hee University ensures that the ESG certification system will be both credible and widely respected. It will provide businesses with a globally recognized framework that enhances their reputation and appeal to socially conscious travelers.Fostering Innovation: By incorporating AI and cutting-edge technology into its operations, the alliance is helping tourism businesses stay at the forefront of technological advancements. The AI platform being developed will enable businesses to measure and report their ESG performance more efficiently, which will help them make data-driven decisions and adopt more sustainable practices.Education and Professional Development: The inclusion of an MBA program and academic partnerships ensures that future leaders in the tourism industry will be equipped with the knowledge and skills needed to implement and manage ESG initiatives effectively. This emphasis on education will also help integrate sustainable practices into the tourism industry’s culture.Expanding to the Entire Tourism Sector: While the alliance begins with hotels, its plans to expand into resorts, casinos, and other tourism-related sectors will make this certification system comprehensive, ultimately helping to make the entire tourism industry more sustainable and responsible.Aligning with Global Trends: The alliance is aligned with global efforts to prioritize sustainability, such as the Global Sustainable Tourism Council (GSTC), which has already seen support from South Korea. By developing local ESG standards tailored to the Korean context, the alliance aims to raise the bar for responsible tourism practices worldwide.Looking Ahead: Challenges and Future Prospects
Despite its potential, the K-Tourism ESG Alliance will encounter a number of obstacles in the years to come. The first task will be to make sure that the industry as a whole adopts the ESG certification system. To successfully complete the certification process, many tourism businesses—especially smaller ones—may require extra assistance.
Furthermore, it will take constant improvement to create trustworthy, accurate, and scalable ESG metrics that can be used in a variety of tourism-related fields. For the ESG models to continue to be applicable and useful across various tourism subsectors, the alliance will need to strike a balance between standardisation and flexibility.
On the other hand, the K-Tourism ESG Alliance is a significant step toward making South Korea’s tourism industry a sustainable powerhouse. The alliance is well-positioned to take the lead in developing a more ethical and environmentally friendly tourism sector in the future thanks to its solid institutional support, academic backing, and unwavering dedication to making travel more responsible.
