Name: Charm Lee
Title: President
Company, city: Korea Tourism Organization; Seoul, South Korea
Number of employees: About 600
Recent project: “Start-up boom in tourism,” an initiative through which KTO supports 50 selected startups to develop into successful tourism ventures
First job: Teacher in Germany
Little-known fact about you: I was once a successful Korean soap opera actor.
Your Business
Essential business philosophy: I follow what I call the three Kwan: 60 percent observation, 30 percent genuine interest in what you do, and 10 percent relationship building. If you observe carefully and truly care about your work, relationships develop naturally with far less effort.
Best way to keep a competitive edge: Refresh your mind and soul regularly. Treat every day as a new beginning and remain open to change.
Yardstick of success: I measure success by how much enjoyment I derive from my role, whether my work is satisfying, and whether I achieve meaningful results.
Your Travel Habits
What is the most important item you carry when traveling? Internet devices: smartphone, iPad and laptop.
How you spend your time on board: I rarely have time for movies anymore, so I use flights to catch up on work, rest or sleep. I usually don’t eat on board.
Favorite restaurant in the world: Shi Hwa Dam, an upscale restaurant offering traditional Korean fusion cuisine.
Favorite destination: Jiri Mountain, the largest uninterrupted mountain range in Korea. Internationally, I especially enjoy Palau for its excellent diving and its more than 500 islands.
About Your Brand
What can travelers expect from a trip to Korea? Korea is a place to recharge and revitalize body and spirit. The country offers a blend of high energy and welcoming warmth, and it is known for being clean, safe and healthy. Korean cuisine emphasizes freshness and natural flavors, typically preserving ingredients in their original form rather than overcooking them. Visitors can taste a harmony of flavors—sour, bitter, sweet, pungent and salty—that reflect Korea’s environment and traditions.
Travelers can explore traditional Asian medicine, which is increasingly attracting Western interest, as well as modern Western medical and cosmetic facilities that deliver high-quality care at competitive prices. Outdoor enthusiasts will find extensive hiking opportunities with dramatic mountain vistas often depicted in classical Asian paintings. Mountains cover roughly 70 percent of Korea, yet the country also offers beaches, fishing spots, hot springs and a broad spectrum of recreational activities, including skiing and snowboarding.
Korea is home to some 15,000 Buddhist temples, and about 300 of them offer temple stays that range from brief visits to immersive experiences modeled on monastic life. The country also displays four distinct seasons: spring brings azaleas and cherry blossoms, summer is warm, autumn features vivid foliage, and winter opens up snow sports.
What makes a trip to Korea unique? Korea’s embrace of cutting-edge technology enhances the visitor experience, from the latest devices to smart services tailored for international travelers. The tourism sector aims to serve a diverse audience, from budget-conscious visitors to luxury travelers. We collaborate with suppliers to create exclusive travel retail items and regional firsts, ensuring visitors discover unique products and experiences during their stay.