Published on
October 26, 2025
As part of its efforts to access the growing Canadian market, the Korea Tourism Organization (KTO) was able to market South Korea‘s luxurious offerings to members of the travel trade at its ‘Discover Luxury in Korea’ event, which took place in Toronto. The event, which was held at the King Edward Omni Hotel in late October 2025, provided KTO the opportunity to showcase South Korea’s unique luxury travel experiences to Canadian consumers interested in luxurious travel experiences.
Canada is an increasingly important market for South Korea, with the KTO forecasting that visitor numbers from Canada will rise from 254,000 in 2024 to 270,000 in 2025. As part of its strategy, the KTO is shifting its focus from promoting Korea as a stopover destination to positioning it as a sought-after premium destination for longer stays. This shift aligns with the growing demand for upscale travel options that cater to affluent tourists who value comfort, exclusivity, and authentic cultural experiences.
A Closer Look at South Korea’s Luxury Offerings
At the Toronto event, approximately 80 travel trade professionals gathered to learn more about the premium experiences available in South Korea. Hillary Nguyen, Marketing Manager for the KTO’s Toronto office, presented insights into the country’s luxury accommodations, art and cultural activities, world-class cuisine, and wellness programs. The KTO also highlighted its support initiatives for the travel industry, offering special experiences for corporate groups, incentive travel, and special interest groups.
South Korea offers a wealth of exclusive experiences for those looking to explore its rich cultural heritage and vibrant modernity. From staying in opulent five-star hotels to indulging in the finest gourmet Korean cuisine, travellers can enjoy a variety of high-end experiences. The KTO’s presentation underscored South Korea’s diverse offerings, from its cultural landmarks and scenic landscapes to its thriving shopping and spa industries.
A significant part of the allure is the country’s focus on wellness tourism. Luxury travellers can enjoy state-of-the-art wellness resorts that combine traditional Korean treatments with modern spa facilities, set amidst serene natural environments. The KTO emphasized the country’s commitment to providing health and wellness experiences that rejuvenate body and mind.
Korean Air Strengthens Connections Between Canada and South Korea
Korean Air, a key partner for the KTO, also participated in the event, reinforcing its role in facilitating travel between Canada and South Korea. The airline operates direct flights from both Toronto and Vancouver to Seoul, making it easier for Canadian tourists to access South Korea’s luxurious offerings. By highlighting the convenience of air travel to Seoul, Korean Air plays a vital role in connecting Canadian travellers to South Korea’s premium destinations.
Seon Hui Yi, Deputy Director of the KTO, emphasized that South Korea’s international appeal is not just about its popular tourist sites, but the richness of its cultural and luxury experiences. The KTO believes that promoting South Korea as a luxury destination will help change the perception of the country, showcasing it as a place where visitors can indulge in both relaxation and cultural enrichment.
Looking Ahead: South Korea’s Luxury Tourism Strategy for Canada
With increasing numbers of Canadians visiting South Korea each year, the KTO is committed to enhancing awareness and access to its luxury tourism offerings. As part of its strategy, the KTO will continue to promote these experiences through various channels, including events, partnerships, and bespoke travel itineraries. Through these efforts, the KTO aims to secure its place as a top luxury destination for Canadian travellers.
Youna Oh, Director of the KTO’s Toronto office, shared the organization’s optimism for further growth, noting that Canadian tourists are becoming increasingly interested in South Korea’s premium experiences. She also highlighted the importance of partnerships with Canadian travel agents and tour operators to help introduce South Korea’s luxury travel experiences to a broader audience.
South Korea’s Luxury Appeal for Canadian Tourists
The Korea Tourism Organization’s initiative to have South Korea promoted as a luxury destination for travelers, especially from Canada, is proving to be a wise decision. Events like the Toronto showcase provide the KTO with a great opportunity to showcase South Korea’s luxurious side; think luxury hotels, delicious fine dining, wellness and spa experiences, and cultural experiences. With direct flight options from Canada and specific offerings for travelers, South Korea is poised to be a top destination for travelers looking for a luxury getaway that includes adventure and relaxation. The continued growth of travelers from Canada to South Korea will support the KTO’s efforts to establish South Korea’s profile in the competitive luxury travel market.
