Navigate Traditional Markets, Translate Menus... KTO Introduces 'AI Tour Concierge' at Six Markets

Operating at Mangwon, Haeundae, and Suwon Nammun markets; three more to be added by the end of the month
QR codes provide directions, real-time crowd levels, and personalized shop recommendations
Menus translated into 10 languages; real-time interpretation available in 34 languages

The Korea Tourism Organization said on October 20 that it will introduce its “AI Tour Concierge” service at six traditional markets nationwide. The service uses artificial intelligence (AI) to help visitors navigate markets, check crowd levels, and access multilingual translation and interpretation services.

A foreign tourist visiting a traditional market uses the multilingual interpretation feature of the “AI tourism concierge” to communicate with a merchant. The service supports real-time interpretation in 34 languages. Korea Tourism Organization

The AI Tour Concierge was developed to address inconveniences tourists face, including complex market layouts, wait times at shops, and language barriers. The service began operating on October 9 at three locations: Mangwon Market in Seoul, Haeundae Market in Busan, and Suwon Nammun Market in Gyeonggi Province. By the end of October, it will be expanded to Gyeongdong Market in Seoul, Andong Gu Market Alliance in North Gyeongsang Province, and Danyang Gugyeong Market in North Chungcheong Province.

Tourists can use the service by scanning QR codes installed throughout the markets, without downloading an app or signing up for an account. An AI map shows the locations of shops, restrooms, and parking lots and provides directions. It also recommends personalized sightseeing routes and shops based on information users enter, such as their age and travel companions.

The service also offers real-time crowd analysis. Using CCTV footage analysis and LiDAR sensors, it assesses crowd levels in different market areas and provides information on less crowded areas and wait times at popular shops. For foreign tourists, it translates Korean menus into 10 languages and supports real-time interpretation in 34 languages for conversations between shopkeepers and tourists.

Features have also been tailored to the characteristics of each market. At Mangwon Market, which draws many foreign visitors and has many takeout food vendors, the AI map and multilingual translation and interpretation features have been enhanced. Haeundae Market focuses on nighttime crowd levels and route guidance, while Suwon Nammun Market offers sightseeing routes linking Suwon Hwaseong Fortress with the market.

The service uses technology from four AI companies—DeepFine, Triplet, bitSensing, and Flitto—that took part in the Korea Tourism Organization’s open innovation program.

Moon Seonok, director of the Korea Tourism Organization’s Tourism AI Innovation Office, said, “Traditional markets are appealing places where visitors can experience Korean everyday culture up close, but navigating them and overcoming language barriers have often been obstacles for travelers. We will operate the AI Tour Concierge so it can serve as a convenient guide for tourists and help local markets extend visitors’ stays and boost spending.”

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