Korea Tourism Organization Introduces Dualism as 2026 Tourism Theme, Highlighting Contrasting New Travel Experiences and Emotional Connections

Published on December 8, 2025

The Korea Tourism Organization announced that the buzzword for tourism in 2026 is “dualism,” meaning a traveler’s desire to have two contrasting experiences within one trip. This theme encompasses the combination of luxury and practicality, cutting-edge technology and raw emotion-a significant shift in the tourism landscape where high tech and real human experiences meet.

KTO introduced this dualism framework at the 2025 Data Utilization and Convergence Analysis Conference, detailing the future direction of tourism based on insights from three years of macroenvironmental analysis, telecommunications data, card-spending patterns, and surveys of experts and travelers. This move not only helps in defining the current travel preferences but also paves the path for strategic tourism growth at both national and international levels.

Key Trends Driving Strategic Tourism Growth in 2026

The KTO’s 2026 tourism outlook is built on seven major trends, each representing a shift in the global tourism model driven by social, technological, and environmental factors. These trends underscore the growing importance of personalized experiences, sustainability, and innovation in shaping the future of tourism. The following trends represent key areas for strategic tourism growth:

1. Digital Humanity: In this era, artificial intelligence (AI) becomes an emotional guide, streamlining complex trip planning so travelers can focus on sensory experiences and human connections. This trend indicates how technology can enhance the travel experience while maintaining the human element, aligning perfectly with the strategic growth of digital tourism.
2. Cultural Unity: The growing appeal of K-life tourism encourages visitors to experience Korean culture beyond screen-based content. This shift toward immersive, authentic cultural travel plays a key role in strategic tourism development, positioning South Korea as a leader in cultural tourism that blends modern life with traditional heritage.
3. Adaptive Resilience: Regenerative travel, where travelers engage in actions that restore the places they visit, is becoming a vital trend in eco-tourism. This shift emphasizes the need for sustainable tourism practices that support local communities and preserve natural ecosystems, contributing to the long-term viability of tourism as a global industry.
4. Local Re-Creation: Ordinary neighborhoods, food scenes, old shops, and daily rituals are now seen as distinctive travel assets. This trend underscores the importance of local authenticity in driving tourism to underexplored areas, thus enhancing tourism experiences and contributing to regional economic growth.
5. Individualized Value Spectrum: A deliberate, more conscious style of consumption is on the rise, where travelers are willing to invest in experiences they find meaningful while being selective about unnecessary costs. This trend emphasizes high-value tourism and the importance of aligning the tourism offering with personalized preferences, offering customized itineraries and experiences.
6. Spatial Experience: Spatial brewing, where overlooked or unused spaces are transformed into immersive environments, plays a pivotal role in creating unique tourism experiences. These spaces, driven by art, media, and sensory design, contribute to experiential tourism and offer an additional layer of growth for destinations that emphasize innovation in their tourism offerings.
7. Multi-Generation Flow: Travel values are evolving across age groups, with wellness meaning emotional renewal for younger travelers and mindful self-care for older generations. This reflects the importance of creating multi-generational tourism products that cater to diverse needs, thus supporting inclusive tourism and contributing to long-term tourism industry sustainability.

Strategic Tourism Growth: Leveraging Technology and Cultural Richness

The dualism trend marks a shift towards strategic tourism growth, driven by a balance of technology and humanity. The integration of artificial intelligence, immersive cultural experiences, and sustainable travel practices will enable South Korea to diversify its tourism offerings, reaching both traditional tourists and emerging market segments.

KTO’s focus on AI-powered tools to improve personalized travel experiences reflects its strategic aim to become a global leader in tech-driven tourism while maintaining deep ties to local culture. As tourists seek more meaningful experiences, destinations like South Korea are positioning themselves as innovative and authentic travel spots that blend modern technology with cultural richness.

Tourism Impact: New Avenues for Sustainable and Inclusive Growth

The rise of eco-tourism, cultural tourism, and technological tourism reflects a shift in global traveler priorities, especially among younger and eco-conscious travelers. This growing demand for authentic, sustainable experiences presents significant opportunities for tourism in South Korea to lead in responsible travel. The country’s emphasis on regenerative tourism and local engagement is setting a global standard for destinations that wish to balance economic growth with environmental sustainability.

Future Tourism Growth: A Blueprint for Global Leadership

As dualism continues to shape tourism preferences, South Korea is well-positioned to lead the future of travel. The growing demand for high-value tourism will drive investment in local cultural assets, sustainable infrastructure, and technological advancements, fostering an inclusive tourism model. This strategic growth is expected to expand South Korea’s tourism market share by attracting international tourists interested in eco-friendly and personalized travel experiences.

Shaping the Future of Tourism with Dualism

Dualism is the future of tourism, where technology, emotion, luxury, and local authenticity converge in a dynamic and sustainable tourism experience. By embracing this trend, South Korea is setting a foundation for a new era of strategic tourism growth. How the country marries cutting-edge innovations with its rich cultural heritage will not only redefine its tourism sector but also shape the global tourism ecosystem for decades to come. From customized experiences to eco-friendly practices, South Korea is poised to spearhead the next generation of world tourism.