Korea taps ‘fusion-style’ luxury travel trend, says Virtuoso CEO

The Virtuoso Symposium is held at Some Sevit on the Han River in southern Seoul on April 17. [KOREA TOURISM ORGANIZATION]

 

Luxury travelers are increasingly seeking “fusion” experiences that blend the familiar with the new, positioning Korea as an appealing destination, according to Matthew Upchurch, chief executive of Virtuoso.

 

Virtuoso is a global network of luxury travel agencies, with approximately 22,000 advisors across 58 countries. It operates as a two-sided network linking “travel advisors” who take care of travel experiences with service providers such as hotels, restaurants and other high-end travel businesses.

 

“Luxury travelers today want to discover something new but still expect a level of Western conveniences,” said Upchurch in a recent interview with the Korea JoongAng Daily.

 

“At the same time, they don’t want to feel as if they could be anywhere else. It has to feel distinct, authentic and well preserved.”

 

Virtuoso CEO Matthew Upchurch speaks during a press conference at Some Sevit in southern Seoul on April 17. [KOREA TOURISM ORGANIZATION]

 

In that regard, he sees strong potential in Korea.

 

“Korea is having an incredible moment because this country has become such a cultural phenomenon around the world, and there is this wonderful hold that already exists that is the creativity of Korea combined with a culture that is very well protected,” he said.

 

“You come here and you know you are in Korea [because of the culture], but yet there’s amazing technology efficiency and things that wow you not only from the past but also from the future.”

 

Luxury tourism is expected to grow at an average rate of 8.4 percent per year through 2032, according to data compiled by market tracker Acumen.

 

Upchurch believes the outlook remains strong for his business as well, despite the rise of artificial intelligence tools capable of generating personalized itineraries.

 

“In the age of AI and technology, travel advisors’ filter has actually become stronger, not weaker, because it is an emotional filter and that’s become one of the most important ways in which the advisors are able to add value to a destination,” he said.

 

“Travel advisors are doing so well as a profession because they are able to translate the specific nuances and emotion of luxury, which is what makes luxury, luxury.”

 

While AI can build an itinerary that is 90 percent correct, that final 10 percent prone to hallucination is what makes travel advisors more valuable, especially in the luxury realm, according to the CEO. 

 

“People are walking in with AI itineraries, and a really good advisor today is a collaborator. They take what has come out of AI and say what’s right and what should be considered.”

 

Exclusive experiences continue to underpin the modern definition of high-end travel.

 

“Luxury travelers are very interested in being participants. They want to be part of a destination, not observers. Early entrance or post-closing entrance is what luxury travelers are seeking, and are willing to pay for,” he said.

 

For Upchurch, who has been in the industry for four decades, his business’s existence faced a threat with the rise of millennials, a generation that, for the first time, had access to travel information online instantly and from anywhere.

 

The reality, however, was quite the contrary, he says.

 

“The millennials actually brought us back to probably the simplest definition of luxury. They say, ‘Of course I can do it by myself, but why do I have to if I can have somebody that I can collaborate with that has personal contacts and personal access? And who also takes care of my trip if anything goes wrong?'”

 

Korea’s tourism industry has gained momentum on the back of the global rise of K-culture, from K-pop acts such as BTS to hit series like “Squid Game” (2021-25). The country posted a record of 18.5 million foreign visitors in 2025.

 

Now, Korea wants to pivot toward higher-value tourism. While most inbound travellers have traditionally come from neighboring countries such as Japan and China, which together take up more than 50 percent, there is a growing push to attract visitors from North America and Europe through longer-stay programs.

 

Korea Tourism Organization President Park Sung-hyeuck, left, and Virtuoso CEO Matthew Upchurch pose for a photo after signing a memorandum of understanding on April 17. [KOREA TOURISM ORGANIZATION]

 

As part of that effort, the state-run Korea Tourism Organization and Virtuoso signed a memorandum of understanding Friday to cooperate on promoting Korea’s luxury tourism through global marketing, data analysis and product development.  

 

Korea also hosted the annual Virtuoso Symposium from April 15 to Sunday, drawing around 350 delegates to experience the country’s tourism offerings. It marked the first time the symposium has been held in Northeast Asia.

 

During the symposium, the delegation was able to enjoy a “Mimesis” performance by the Seoul Metropolitan Dance Theatre as well as a Bessie Award-winning “Ilmu” performance, also known as “One Dance.” Korean food was also featured, with temple food prepared by Ven. Seonjae and Korea’s traditional
makgeolli drinks with matching dishes served by chef Yun Na-ra, also known as Yunjumo on Netflix’s cooking survival show “Culinary Class Wars” (2024-).

 

Park Sung-hyeuck, president of the Korea Tourism Organization, pointed to historic cities such as Andong and Gyeongju as having strong potential for longer, premium stays, leveraging their
hanok (traditional Korean house) accommodations and rich cultural heritage. 

 

Korea Tourism Organization President Park Sung-hyeuck, right, tries a traditional Korean drink at the Virtuoso Symposium held on April 17. [KOREA TOURISM ORGANIZATION]

BY JIN EUN-SOO [[email protected]]