Hanatour opens H.O.I. to find promising ventures
Competition targets inbound and outbound themed travel
Top picks to receive product planning and sales channel support
A competition is being organized to identify startups with distinctive strengths in inbound K-content tourism and special-purpose themed travel, with an emphasis on turning market-tested technology into viable business models.
Hanatour announced Wednesday that it will hold the "2026 Hanatour Open Innovation" — known as H.O.I. — accepting applications through Oct. 18 as part of an effort to discover promising travel startups.
H.O.I. is a program co-hosted and organized by Hanatour and the Korea Tourism Startup Association. Through the initiative, Hanatour aims to combine its global travel infrastructure with the innovative capabilities of startups, building a co-growth model that can lead the broader travel industry.
The top-rated company among those selected will receive joint product planning, sales channel connections and priority consideration for a proof-of-concept review. If a startup demonstrates real-world viability during the commercialization process, Hanatour plans to develop the relationship into a mid- to long-term partnership.
Early-stage and growth-phase startups that can pursue concrete business cooperation and proof-of-concept validation with Hanatour are eligible to apply. The competition covers three areas: inbound K-content travel, outbound special-purpose and themed travel, and other travel-related businesses.
Applications are open through Oct. 18. Submissions will then be evaluated on business synergy with Hanatour, product and service competitiveness, and collaboration potential. Eight finalists will be selected to participate in a main-round investor relations pitch and compete for awards.
"H.O.I. is a program designed to support the growth of startups with innovative ideas and to create new business models built on mutual cooperation," a Hanatour official said. "We will identify outstanding companies and build successful partnerships with them."
terry@heraldcorp.com
