(C) The Ministry of Culture, Sports and Tourism

SEOUL – The Ministry of Culture, Sports and Tourism announced on Wednesday the appointment of Park Sung-hyuk, 57, a former Vice President at Cheil Worldwide, as the new President and CEO of the Korea Tourism Organization (KTO).

The appointment, effective December 31, 2025, marks the end of a nearly two-year leadership vacuum at the state-run tourism agency. The position had remained vacant since the previous CEO stepped down mid-term in January 2023.

A Global Marketing Specialist at the Helm
The Ministry emphasized that Park was selected for his exceptional blend of international marketing expertise and proven organizational management skills. During his tenure at Cheil Worldwide, Samsung Group's advertising and marketing arm, Park served as the Head of the Global Business Division.

His extensive international resume includes stints as the head of the German subsidiary, Head of European Operations, and Head of North American Operations. He is widely recognized for his ability to spearhead business strategies and execution across major global markets. Notably, Park has been credited with turning several loss-making overseas subsidiaries into profitable ventures, demonstrating a keen eye for operational efficiency.

Strategic Goals: 30 Million Foreign Tourists
Minister of Culture, Sports and Tourism, Choi Hwi-young, expressed high expectations for the new leadership.

"New CEO Park Sung-hyuk is the right person to lead the paradigm shift in 'K-Tourism,'" Minister Choi stated. "With his global strategic planning capabilities and field-oriented experience, we expect him to play a pivotal role in achieving the national goal of attracting 30 million foreign tourists ahead of schedule."
The South Korean government has been aggressively promoting "K-Tourism" as a key economic driver, leveraging the global popularity of Korean pop culture, food, and technology. However, the lack of a permanent head at the KTO for nearly 24 months had raised concerns regarding the agency's ability to execute long-term, large-scale international campaigns.

Appointment Process and Tenure
The selection followed a rigorous process involving a public recruitment call and screening by the KTO Executive Recommendation Committee. Per standard procedure, the Minister of Culture, Sports and Tourism recommends the candidate, who is then officially appointed by the President.

Park’s term is set for three years, during which he is expected to modernize Korea’s tourism infrastructure and diversify the nation's appeal to travelers beyond the traditional Asian markets, focusing on Europe and North America.