--- title: "2024 Government Policy Preview: Hospitality & Tourism" description: "Key 2024 policy directions hospitality operators need to watch" published: 2024-01-15T01:00:00+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/6633376f8367a25f46eb126b_ricardo-loaiza-WJAc_bR4Dto-unsplash_2_.jpg" canonical: https://global.onda.me/en/blog?slug=2024nyeon-sugbag-gwangwangeob-jeongbu-jeongcaeg-miribogi locale: en --- # 2024 Government Policy Preview: Hospitality & Tourism ⚠️ All rights reserved. Cite this piece as 'ONDA (온다)' when quoting. As 2024 kicks off, government agencies are rolling out this year's policy roadmaps and budgets. Domestic tourism—seen as critical to reviving consumer spending—is getting major support. A range of new initiatives is coming down the pipeline. Drawing from the Ministry of Culture, Sports and Tourism's [2024 Tourism Sector Budget](https://www.mcst.go.kr/kor/s_notice/press/pressView.jsp?pSeq=20758&pMenuCD=0302000000&pCurrentPage=1&pTypeDept=&pSearchType=01&pSearchWord=) and the Ministry of Economy and Finance's [2024 Economic Policy Direction](https://www.moef.go.kr/nw/nes/detailNesDtaView.do?searchBbsId1=MOSFBBS_000000000028&searchNttId1=MOSF_000000000067030&menuNo=4010100), here's what hospitality operators need to keep on their radar this year. ## Tourism budget up 6.6% from 2023 On January 3rd, the Ministry of Culture, Sports and Tourism announced that [this year's tourism budget is set at ₩1.31 trillion—up 6.6% year-over-year](https://www.yna.co.kr/view/AKR20240103031200030?input=1195m). The goal: **push tourism beyond recovery to record-high performance**. The increase is more than double the government's average spending growth rate (2.8%). Budget allocations reveal strategic priorities. This year, the ministry is focusing on four main areas. Let's look at specific initiatives to boost domestic tourism. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66333787425b6bd954f55291_65a4ec4459168a573982cdd0_2024_EB_85_84_20_EB_AC_B8_ED_99_94_EC_B2_B4_EC_9C_A1_EA_B4_80_EA_B4_91_EB_B6_80_20_EC_A3_BC_EC_9A_94_20_EC_82_AC_EC_97_85_20_EB_B0_A9_ED_96_A5.jpeg) > **Inbound marketing push: 20 million visitors target** The government is targeting 20 million inbound tourists this year, extending **'2023–2024 Visit Korea Year'** campaigns. Major events include Korea Grand Sale (Jan–Feb), Korea Beauty Festival (June), and a large-scale Hallyu festival (September). Overseas, Korea will run **'K-Tourism Mega Roadshows'** in 25 major cities—converting Hallyu interest into actual bookings. **K-tourism content development** continues as a priority. The Korea Culture & Tourism Institute found that [countries with higher K-content consumption also send more tourists to Korea](https://www.hankyung.com/article/2023120555865). The government plans to turn K-pop, K-drama, and other globally popular content into travel products, and elevate local festivals into **global-scale events**. This year also brings **expanded support for sports tourism, wellness tourism, and MICE**. If you're near event-heavy regions, watch these calendars closely—dynamic pricing and cross-promotions can unlock serious revenue. > **Longer stays, wider reach: regional economic activation** The government wants to spread tourist traffic beyond a few hotspots. ONDA's industry survey showed many operators flagged "travel demand concentrated in a handful of popular destinations and property types" as a key challenge. Last year's pilot **'Digital Tourism Resident Pass'** program is going national. The program—designed to revive regions facing population decline—offers QR-based discounts on lodging, dining, and activities. Currently live in 15 regions (Ganghwa, Taean, Pyeongchang, etc.), [the program will expand to 40 regions this year](https://biz.heraldcorp.com/view.php?ud=20240111000133). ![Source: Korea Tourism Organization, Visit Korea](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/663337881e65d4a729e7c1c9_65a4ec765c2a8c284d507efb_EB_94_94_EC_A7_80_ED_84_B8_EA_B4_80_EA_B4_91_EC_A3_BC_EB_AF_BC_EC_A6_9D.png) Post-pandemic travel trends are also getting government support: expanded **workation programs** and **'Night Tourism Special Cities'** to encourage multi-day regional stays. Service quality monitoring—especially after recent tourist pricing controversies—will continue. Southern region operators should watch the **'Southern Region Tourism Development Project'** launching this year. Announced late last year, the plan aims to [build a 'K-Tourism Resort Belt'](https://www.korea.kr/news/policyNewsView.do?newsId=148924073) across Busan, Gwangju, Ulsan, South Jeolla, and South Gyeongsang provinces. It's a decade-long initiative (through 2033) with ₩3 trillion in funding to make the region a world-class K-tourism hub. To drive both domestic and inbound tourism, economic incentives matter. Let's turn to the '2024 Economic Policy Direction' to see what support and reforms are coming. ## Economic recovery hinges on tourism activation On January 4th, the government announced ['2024 Economic Policy Direction'](https://www.newsis.com/view/?id=NISX20240103_0002579527&cID=10401&pID=10400), with **tourism activation as a core lever for economic recovery**. A suite of domestic and inbound support policies is on the way. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/663337888facc51280d42452_65a4ecca96aba95d6d0c1c0a_2024_EB_85_84_20_EA_B4_80_EA_B4_91_20_EA_B4_80_EB_A0_A8_20_EA_B2_BD_EC_A0_9C_20_EC_A0_95_EC_B1_85_20_EB_B0_A9_ED_96_A5.jpeg) > **Lodging discounts to activate regional travel** Last June's **'Travel Month' campaign will now run twice a year**—February and June—offering discounts across lodging, transportation, and leisure. **Accommodation coupons expand from the original 90,000 to 450,000. Worker vacation subsidies scale from 90,000 to 150,000 recipients.** Past campaigns—'Korea Accommodation Festival,' 'Lodging Sale Festa'—have [proven the impact of discount coupons on domestic travel](https://www.edaily.co.kr/news/read?newsId=01771206635837864&mediaCodeNo=257&OutLnkChk=Y). The strategy this year: go bigger. One key shift: **coupons will be limited to non-capital regions** to boost regional tourism. If you operate outside the Seoul metro area, track these programs closely. Beyond discounts, regulatory changes are coming. The government will **encourage residential-use 'lifestyle accommodation' properties to convert to lodging operations**, supporting longer regional stays. Rules around rural homestays and vacant house lodging will ease. Currently limited to five provinces, **vacant house lodging pilot zones will go nationwide**. Unit caps will jump from 50 to 500, and building restrictions will relax—all to activate rural economies through tourism. > **Convenience upgrades for inbound tourists** To hit the 20-million-visitor goal, the government is overhauling visa policies, VAT refunds, and travel infrastructure. First, **visa fee waivers for Chinese group tourists are extended**, and expanded to six countries: China, Vietnam, the Philippines, Indonesia, India, and Cambodia. VAT refunds for foreign tourists are getting a major upgrade. Currently limited to tourist hotels, **eligible property types will expand to include traditional Korean hotels, water-based tourism facilities, medical tourism hotels, family hotels, boutique hotels, hostels, and vacation condominiums**. Crucially, **VAT refunds will now apply to OTA and travel agency bookings**—not just direct hotel payments—making the benefit far more accessible to international visitors. Other convenience measures: expanding smaller tour vehicles (vans, rental cars) to match the shift toward 5–10-person travel groups, and linking ZeroPay with more international payment systems. --- We've covered the government's 2024 hospitality and tourism policy direction. The twin priorities: **attract international visitors and activate regional domestic tourism**. The Ministry of Culture, Sports and Tourism has committed to driving record-breaking tourism performance this year. **Study the support programs carefully. Use them fully.** The payoff is there for operators who stay ahead of the policy curve.