Korea Tourism Organization Enhances New Engagement with India by Naming Hina Khan as Honorary Ambassador

In a significant move to deepen cultural ties and boost tourism between India and South Korea, the Korea Tourism Organization (KTO) has officially appointed the renowned Indian actress and celebrated media personality, Ms. Hina Khan, as the Honorary Ambassador of Korea Tourism from India for the tenure spanning May 2025 to April 2026. The official appointment ceremony took place on 9th May 2025 at the KTO Seoul Center, popularly known as HiKr Ground, a hub for cultural exchange and tourism promotion activities in Seoul.

Strengthening Korea-India Tourism Relations through a Familiar Face

This appointment is a landmark in KTO’s ongoing strategy to leverage influential figures from the Indian entertainment industry to promote Korea’s rich cultural heritage, natural beauty, and modern attractions among Indian travelers. Ms. Hina Khan, widely recognized for her versatility in acting and her charismatic presence on social media platforms, brings a unique blend of celebrity appeal and genuine curiosity about Korean culture that aligns perfectly with KTO’s mission.

With millions of followers across various social media platforms, Ms. Khan’s influence spans a wide demographic, especially the younger generation who form a critical segment of outbound travelers from India. Her ability to engage audiences through authentic storytelling, vibrant visuals, and personal anecdotes is expected to create a deeper connection between prospective tourists and Korea’s diverse offerings.

Exploring Korea First-Hand: The Week-Long Familiarization Trip

Prior to the appointment, Ms. Hina Khan embarked on an extensive week-long familiarization (FAM) trip organized by KTO across key regions in South Korea, including the bustling metropolis of Seoul, the scenic province of Gangwon-do, and the vibrant city of Incheon. This immersive journey allowed her to experience Korea from multiple perspectives — cultural, culinary, and entertainment — enabling her to share nuanced insights with her followers back home.

Cultural Experiences and Heritage Sites

During her travels, Ms. Khan visited historical palaces, traditional hanok villages, and cultural museums that highlight Korea’s millennia-old heritage. These excursions offered her a firsthand view of the harmonious blend of ancient traditions and modern innovations that define Korea’s identity. She explored iconic landmarks such as Gyeongbokgung Palace in Seoul and the serene temples nestled in Gangwon-do, experiences that she vividly captured and shared through her social media updates and video logs.

Korean Vegetarian Cuisine: A Delight for Food Enthusiasts

An important aspect of Ms. Khan’s journey was exploring Korean vegetarian cuisine, which resonates deeply with many Indian travelers who follow vegetarian diets. Korea’s culinary scene offers a rich variety of plant-based dishes made from fresh, locally sourced ingredients. Ms. Khan savored delicacies like bibimbap, japchae, and various vegetable kimchi, showcasing how Korean cuisine caters to diverse palates. By highlighting these options, she effectively positioned Korea as a welcoming destination for Indian tourists with specific dietary preferences.

K-Drama Filming Locations and K-Pop Hotspots

Capitalizing on the widespread popularity of Korean pop culture in India, popularly known as the ‘Hallyu Wave,’ Ms. Khan toured several famous K-Drama filming locations. These sites, ranging from picturesque cafés to urban streetscapes, have become pilgrimage spots for avid fans seeking to immerse themselves in their favorite dramas. She also visited vibrant K-Pop hubs where energetic performances and fan gatherings take place, painting a vivid picture of Korea’s youthful and dynamic entertainment scene.

By bringing these culturally relevant attractions to the forefront, Ms. Khan’s narrative offers an authentic gateway for Indian audiences to connect with Korea beyond its traditional tourist highlights.

Voices from KTO: Enthusiasm and Strategic Vision

Mr. Myong Kil Yun, Regional Director for India and SAARC countries at the Korea Tourism Organization, expressed his excitement about the collaboration during the appointment ceremony:

“We are delighted to welcome Ms. Hina Khan as our Honorary Ambassador for Korea Tourism from India. Her remarkable connection with young audiences and her vibrant storytelling style on social media make her an ideal representative to promote Korea’s dynamic and diverse offerings. We believe this partnership will open new doors for Indian travelers to experience Korea’s culture, food, and trends in a more personal and immersive way.”

Mr. Yun’s remarks underscore KTO’s strategy to blend traditional tourism marketing with influencer-driven digital engagement, capitalizing on Ms. Khan’s widespread appeal to craft compelling narratives that resonate on social media and beyond.

Ms. Hina Khan’s Response: Honored and Excited

Expressing her delight and enthusiasm about the new role, Ms. Hina Khan shared:

“It is a great honour to be appointed as the Honorary Ambassador of Korea Tourism. Korea has always fascinated me – from its beautiful landscapes and rich traditions to the global popularity of K-Drama and K-Pop. I am truly excited to continue to explore and share my journey through Korea with my audience and encourage more Indians to discover this wonderful destination.”

Ms. Khan’s statement reflects both her personal affinity for Korea and her commitment to leveraging her platform to inspire her vast audience to experience the country’s myriad offerings firsthand.

The Broader Context: KTO India’s Ongoing Engagement Strategy

This collaboration fits seamlessly within KTO India’s broader efforts to foster greater cultural exchange and increase tourist inflows from India — one of the fastest-growing outbound travel markets globally. India’s outbound tourism market has been expanding rapidly, with a growing middle class, rising disposable incomes, and increasing affinity towards international travel.

KTO India has been actively curating travel content, organizing thematic promotions, and collaborating with influencers to highlight Korea’s unique tourism segments — from urban explorations and nature adventures to culinary experiences and wellness tourism.

The appointment of Ms. Hina Khan is a strategic milestone in this journey. It symbolizes KTO’s commitment to enhancing Korea’s visibility among Indian travelers by aligning with personalities who embody the spirit of modern India — youthful, culturally curious, and digitally connected.

What This Means for Indian Travelers

Indian travelers can expect to see more engaging, relatable, and informative content about Korea’s tourism scene, presented through the lens of a familiar and trusted personality. From detailed travel guides and immersive video diaries to interactive sessions and live events, Ms. Khan’s ambassadorship will likely offer multiple touchpoints to spark interest and facilitate travel planning.

Additionally, the focus on vegetarian cuisine and popular cultural themes like K-Dramas and K-Pop provides Indian audiences with culturally relevant entry points to connect with Korea. This tailored approach is expected to enhance travel confidence and excitement among prospective tourists.

Looking Ahead: The Road to 2026 and Beyond

Over the coming months, Ms. Hina Khan’s role will expand to include active participation in Korea-related travel festivals, promotional campaigns, and digital content series. Her insights and experiences will help shape narratives that reflect the evolving interests and preferences of Indian travelers, contributing to a sustained growth in Korea-bound tourism from India.

The Korea Tourism Organization’s initiative to appoint high-profile ambassadors like Ms. Khan is a testament to the increasing importance of influencer-driven marketing in global tourism promotion. As the world moves towards more personalized and experience-driven travel choices, such partnerships are crucial for bridging cultural gaps and making destinations accessible and appealing to diverse audiences.