DUALISM
The Korea Tourism Organization is a key keyword that compressed tourism trends this year. It heralds the ‘different tourism era’ in which conflicting values create new travel experiences.
Duelism keywords are noteworthy because they were derived through multi-layered data fusion analysis such as macro-environmental analysis, mobile communication and card consumption data and social data, expert interviews, and tourism consumer surveys over the past three years. The corporation predicts travel trends this year by combining the initials with “seven key keywords.”
“D” is “Digital Humanity” (AI Trip Butler, a technology that reads the emotions of travelers).
This means that AI technology will evolve into an “emotional helper” who reads traveler sensibilities beyond travel efficiency. The cumbersome process, such as reservation and information search, is the responsibility of AI. Travelers only need to focus their saved time on emotional experiences and human exchanges, and that’s it. It is an exquisite dual combination.
“U” is “Unity of Culture” (off-screen K-daily life, living like a “true” Korean).
It is a trend among foreign travelers. Consumption of K content is developing into a way to experience Korean lifestyle (K-Life Tourism) beyond simple viewing. For example, Koreans consume the daily life of cooking and eating ramen at a PC room without thinking in their daily lives. Beyond visiting the filming site, it is expected that there will be more demand for “everyday experiences” that eat, dress, and enjoy like Koreans.
“A” is “Adaptive Resilience” (traveler pledge, better place to visit).
a concept similar to the old fair travel. It is a “renewable tourism” trend in which travelers directly contribute to environmental conservation and regional coexistence to cope with the climate crisis and population extinction. This means that ethical consumption that makes visiting areas a better place will be strengthened.
“L” is “Local Re-creation” (reinterpretation of familiar regions, local recreation).
This means that ordinary elements such as local food, old food, and living culture will reappear as original tourism resources. This trend is already becoming visible. Instead of visiting only famous tourist destinations, local-centered travel that discovers local sensibilities spreads.
“I” is “Individual Value Spectrum” (N polarization consumption, my own standard).
According to individual value standards, “N polarization consumption,” which pursues “luxury” and “substantial” at the same time, will become stronger. Value consumption, which boldly invests in important experiences and saves on those that do not, subdivides the travel market. Again, it is a way in which dual values are consumed together.
“S” is “Spatial Experience” (space brewing, space becomes content). This means that complex cultural spaces will emerge as hot places. As expected, these days, the wind is already blowing with a hip trend. Complex cultural spaces that create immersive experiences by reinterpreting idle spaces and cultural facilities are gaining popularity in each region. The five senses experience space, such as pop-up stores and media art in Seongsu-dong, Seoul, where foreigners flock to hip-flops, will become a new travel destination.
“M” is “Multi-Generation Flow” (a travel sensibility that varies from generation to generation).
Travel sensibilities are also multi-purpose. This means that even if it is the same trip, the meaning and consumption method of each generation will be different. For example, wellness is reinterpreted in terms of emotional healing for those in their 20s and 30s and emotional management and self-care for those in their 40s and older. It can be seen as a generational differentiation of travel sensibilities.
“This year will be a year to create a new tourism ecosystem by converging conflicting values such as technological development, human sensibility, global trends and local uniqueness,” said Kim Sung-eun, head of the tourism data division at the Korea Tourism Organization. “Based on the analysis of dualist trends, we will work with industries and local governments to respond to changing travel demands in advance and establish customized marketing strategies.”
For more information, please refer to the Korea Tourism Data Lab.
[Shin Ik-su Travel Reporter]
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