Tourism Industry's AI Transformation: How Is It Used on the Ground? Korea Tourism Organization to Hold AX Seminar on Nov. 13

Naver Cloud and Microsoft Korea to present AI outlook for domestic and global tourism industries
Accommodation booking platform ONDA to showcase AI-driven business innovation
Travel YouTuber “Ttotteonam” to lecture on tourism marketing... Practical applications to be shared
Registration open through November 11... 300 in-person spots and online livestream

What changes will artificial intelligence (AI) bring to reservation management, marketing, and customer service in the tourism industry? A forum will bring together domestic and international information technology companies and tourism businesses to discuss how AI adoption is reshaping the industry and share examples of its use in real-world business operations.

A poster for the 2026 AX Seminar for the Tourism Industry, hosted by the Korea Tourism Organization on the 13th at COEX in Gangnam-gu, Seoul. AI experts from Naver Cloud and Microsoft Korea will discuss the future of the tourism industry and present case studies on the use of artificial intelligence in accommodation booking platforms and tourism marketing. Korea Tourism Organization

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization said on November 3 that they will hold the “2026 Tourism Industry AX Seminar” at the ASEM Ballroom at COEX in Gangnam-gu, Seoul, on November 13. Under the theme “The Next Journey in Tourism: Checking In with AI,” the seminar will discuss the artificial intelligence transformation (AX) of the tourism industry and practical ways to apply it.

In the first session, Oh Jeongsik, director at Naver Cloud, will present on “The Future of Korean Tourism and Business,” while Lee Geonbok, executive director at Microsoft Korea, will speak on “The Future of How the Global Tourism Industry Works.” The session will examine the outlook for AI use in the domestic and international tourism industries, followed by a panel discussion on industry issues arising from technology adoption and challenges ahead.

The afternoon program will focus on real-world applications by tourism businesses. Oh Hyeonseok, CEO of ONDA, a B2B accommodation booking and management platform, will introduce examples of business innovation through AX at tourism startups. Travel YouTuber “Ttotteonam” will give a special lecture on how travelers are changing in the age of AI and on tourism marketing.

The seminar will also share results from applying AI training in the tourism sector to on-the-job work. Daejeon Fire Headquarters and Apdojeok Pyeolliham Co., Ltd. are scheduled to present best-practice examples involving tourism big data and AI marketing.

The event is designed to help tourism industry professionals explore not only changes in AI technology but also ways to apply it to their businesses. It will also showcase the results of training offered through “Tourism e-Learning Center,” an educational platform operated by the Korea Tourism Organization.

The seminar will run from 1 p.m. to 5 p.m. on November 13. Anyone interested in the use of AI in the tourism industry, including current and prospective industry professionals, may attend for free. In-person attendance is limited to 300 people, and the event will also be livestreamed for those unable to attend in person.

Applications will be accepted through the Tourism e-Learning Center website until 6 p.m. on November 11. Registration may close early if all available spots are filled.

Min Byeongseon, head of the Tourism Industry Division at the Korea Tourism Organization, said, “The transformation driven by artificial intelligence is no longer a choice but an essential task for the survival and advancement of Korea’s tourism industry,” adding, “We hope this seminar will offer industry professionals practical business solutions.”

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