Kim Byungmin, Architect of the "G3 Seoul Plan," Appointed New Head of Seoul Tourism Organization

Promoting a “Global Tourism City”
by Integrating City Branding and the Nighttime Economy

The Seoul Metropolitan Government has appointed Kim Byungmin, former Deputy Mayor for Political Affairs, as the new CEO of the Seoul Tourism Organization. This decision places a policy and political expert, who was responsible for designing the “G3 Seoul Plan,” the top strategic initiative of the city’s 9th popularly elected administration, at the forefront of implementing tourism policy.

At the 'G3 Seoul Plan' citizen report meeting held at Seoul City Hall, Kim Byungmin, co-chair of the G3 Seoul Plan Planning Committee, is making a presentation. Photo by Yonhap News

According to the city on September 14, Kim will lead the Seoul Tourism Organization for a three-year term starting today. Born in 1982, Kim graduated from the Department of Economics and International Trade at Kyung Hee University and earned a PhD in Public Administration from the same institution. He previously worked as a research fellow at the Institute of Engineering Research at Seoul National University and served as an adjunct and visiting professor in Kyung Hee University’s Department of Public Administration. He held the post of Seoul’s Deputy Mayor for Political Affairs from July 2024 to April this year. Kim also served as spokesman and Supreme Council member for the People Power Party, as well as spokesperson for Yoon Suk-yeol’s presidential campaign during the 20th presidential election, before joining the Seoul city administration.

Most recently, together with Professor Lee Changmoo of Hanyang University, Kim co-chaired the “G3 Seoul Planning Committee,” supervising the creation of the administration’s policy blueprint. The committee, launched in June, included 95 private-sector members. On September 10, the city announced the “G3 Seoul Plan,” which encompasses five future visions—health and safety, inclusive growth, housing stability, opportunity and vitality, and spatial innovation—along with 100 core initiatives.

Although Kim does not have a long track record in the tourism industry specifically, he broadened his involvement with tourism and MICE (Meetings, Incentives, Conferences and Exhibitions) policies during his tenure as Deputy Mayor for Political Affairs. In February, he participated in a joint MICE marketing agreement between Seoul and North Gyeongsang Province, working to expand the “Plus Cities” initiative, which links Seoul’s MICE infrastructure and regional tourism resources. At the time, Kim identified unique regional appeal and differentiated experiences as central to a city’s MICE competitiveness.

This new appointment is expected to bring changes to the Seoul Tourism Organization’s business direction. While former CEO Kil Giyeon expanded Seoul’s unique experiential tourism content—such as the Urban Hiking Tourism Center, Seoul Lantern Festival, and Seoul Summer Beach—over the past five years, Kim is now tasked with connecting these efforts more directly to the city’s urban competitiveness strategy. Kil, who assumed office in 2021 and served two consecutive terms, stepped down in July.

Notably, city branding and the nighttime economy are highlighted as core pillars under the new leadership. Since the launch of the 9th administration, Seoul has pursued a “Seoul-style nighttime economy” as part of its global city strategy—connecting nighttime operation of cultural venues, nighttime tourism content, and local shopping districts. Upon taking office, Kim also expressed his intent to strengthen city branding that promotes Seoul’s unique content worldwide and to actively link major city policies like the nighttime economy with tourism initiatives.

Kim stated, “For Seoul to advance as one of the world’s top three global cities, it is essential that we establish ourselves as a tourism destination loved by people around the world.” He added, “I will strengthen city branding that highlights Seoul’s unique attractions and content to the world and actively link key city policies such as the nighttime economy with tourism.”

This content was produced with the assistance of AI translation services.