The Korea Tourism Organization is ramping up its efforts to draw youth groups from around the world to South Korea by developing innovative educational tourism programs that combine Korean popular culture with academic learning experiences. The initiative capitalizes on the global popularity of Korean entertainment, particularly the hit series "K-Pop Demon Hunters," to create unique travel opportunities for international students.
One of the program's early success stories involved 40 students from Baulkham Hills High School in Australia, who completed a comprehensive 12-day educational trip to Korea from September 28 through early October. During their visit, the students participated in various K-culture activities, including dancing to songs from the "K-Pop Demon Hunters" soundtrack and exploring iconic filming locations from the popular series. This immersive experience allowed the Australian students to engage directly with Korean culture while maintaining educational value.
The Korea Tourism Organization is expanding its approach beyond traditional cultural experiences by integrating STEM (Science, Technology, Engineering and Mathematics) curriculum elements with Korean cultural activities. This innovative model addresses the dual objectives of meeting educational requirements while satisfying students' growing interest in Korean culture. Michelle Try from the Australian Student Educational Travel Organisation, who recently toured STEM facilities in Seoul and Daejeon, praised this approach for effectively combining academic needs with cultural exploration.
According to Baek Ji-hye, the Korea Tourism Organization's team leader for Australia and New Zealand, approximately 7,000 students from the region participated in educational travel programs to Korea in 2024. The organization projects this number will exceed 10,000 students in the coming year, reflecting the growing demand for Korea-focused educational tourism. To support this expansion, the KTO is strengthening partnerships with established educational travel agencies, including Worldstrides and Exchange Me.
The organization is also targeting new markets, particularly Russia, where recent travel restrictions to European destinations have created increased demand for alternative study abroad options. In collaboration with local study abroad agencies, the Korea Tourism Organization is promoting short-term language courses and English camps in Korea as attractive alternatives for Russian students seeking international educational experiences. This strategic expansion demonstrates the KTO's commitment to diversifying its educational tourism market while leveraging Korea's growing cultural influence worldwide.
