Korean City Tourism Campaigns for International Destinations

01 / Traveler

The trip decisions a Korean traveler makes before a city makes the shortlist

A Korean leisure traveler usually compares cities on practical grounds before attractions: how to get there, how many days are worth spending, where to stay and what it costs. A city page that opens with a gallery and slogans answers none of these. The page below should answer them in order, using facts your tourism office can verify.

02 / Structure

Neighborhood-first pages that match how Koreans search a trip

Korean travelers tend to search by a place plus a purpose, such as a district name with food, or a neighborhood with where to stay. Organizing the Korean site by neighborhood and by trip length mirrors those searches better than a list of attractions.

• One page per neighborhood with its character, how to reach it and three things to do, each with a map pin.
• Korean naming agreed once for every district and landmark, with the local name beside it, so search and navigation use the same words.
• Itinerary pages by length, for example a short break and a longer stay, linking to the neighborhoods used.
• A practical-information page for transport, seasons, payment and help, linked to official sources.

SWIN writes the Korean structure and wording; the city supplies verified facts and licensed images. Where the city's English material is promotional, SWIN rewrites it into practical Korean information and returns it for approval.

03 / Scope

What the tourism office supplies, and what SWIN produces from it

A pilot is one Korean city page set and one inquiry route. Media, creators and paid placement are separate decisions made afterward.

04 / Response

Booking and inquiry routes that work across the time difference

Independent travelers want a clear path to official or approved booking pages; travel agencies want rate and contact details. Keep these as two routes with honest labels rather than one form that serves neither. Link only to booking pages the city has approved, and do not name an airline, hotel or operator without their written agreement.

Korea is nine hours ahead of UTC and often further from a European or American tourism office, so Korean inquiries tend to arrive outside office hours. Name an owner, send an automatic acknowledgement, state the reply window and answer within it. Record whether each inquiry came from a traveler or a trade contact, and what it asked, so the next version of the page answers it.

05 / Measurement

Campaign numbers a destination can report honestly

SWIN can report indexed pages, search impressions and clicks, visits to the neighborhood and itinerary pages, clicks to approved booking links, and the number and type of inquiries.

It cannot promise arrivals, bookings or rankings, and it cannot reliably attribute a trip to a page, because travelers research for weeks and often book elsewhere. Report these figures as indicators of interest and of what Korean travelers ask, compare them over a period agreed in advance, and judge the next step on that evidence together with the figures your own office holds.