2026 Tourism AX Seminar opens Nov. 13
In-person event at COEX in Seoul
Registration open through Wednesday
Big-tech experts to map out AI future
A specialized seminar aimed at accelerating digital transformation across the tourism industry and strengthening AI capabilities among practitioners is set to launch. The event will cover technology trends and venture innovation case studies under one roof, with the goal of boosting the competitiveness of South Korea's tourism ecosystem.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization are accepting registrations for the 2026 Tourism AX Seminar through Wednesday. The event will be held Nov. 13 at the ASEM Ballroom on the second floor of COEX in Seoul.
The seminar was designed to help industry practitioners read the shifting landscape and explore practical applications as AI technology spreads across the tourism sector. Tourism AX — short for AI Transformation — refers to the fundamental restructuring of business models by integrating AI throughout every stage of the tourism industry.
Held under the theme "Tourism's Next Journey: Check In with AI," the seminar will feature presentations on domestic and international AI trends and the future of the tourism industry. Oh Jeong-sik, a director at Naver Cloud, and Lee Geon-bok, a senior executive at Microsoft Korea, are among the scheduled speakers. A panel discussion will follow, bringing together experts and participants to address industry challenges posed by AI adoption and the path forward.
The program also includes presentations on real-world industry applications. Oh Hyeon-seok, chief executive of ONDA, will share case studies on AX-driven business innovation in tourism ventures. Travel YouTuber "Tto Ddeonam," who has 700,000 subscribers, will deliver a special talk on travelers and tourism marketing in the AI era.
The seminar is open to anyone working in the tourism industry or with an interest in tourism. Registration and further details are available on the Korea Tourism Organization's online learning platform, "Tourism e-Baeumteo." The organization also plans to stream the event live online for industry workers unable to attend in person.
Min Byeong-seon, head of the Korea Tourism Organization's tourism industry division, said AI transformation is "no longer a choice but an essential task for the survival and leap forward of South Korea's tourism industry." Min added that the seminar is expected to "present practical business solutions to industry practitioners and serve as an important inflection point for our tourism industry to emerge as a leader in global AI innovation."
terry@heraldcorp.com
