Name: Jae-sung Rhee
Title: President and CEO
Company, city: Seoul Tourism Organization; Seoul, South Korea
Number of employees: 150 in the STO office
Recent project: Launching a Seoul Welcome Kit through our Seoul MICE Alliances program, which includes vouchers for extra services and goods from more than 30 partners
First job: I worked at a shipbuilding company in Masan, South Korea. As I majored in Spanish in university, my first project involved ships for export to Venezuela.
Little-known fact about you: I enjoy playing golf and walking outdoors.
Your Business
What innovations/initiatives do you foresee in the industry over the next years? Over-tourism is a growing challenge worldwide. Seoul will prioritize fair tourism so residents and visitors can coexist and share the benefits of tourism. We are also exploring technologies such as virtual reality to create new travel experiences, and we aim to collaborate with local experts to stay at the forefront of these innovations.
Best career advice you’ve received: If you cannot avoid something, learn to like it and excel at it.
What advice would you give someone starting out in the field? Travel widely. Seeing destinations from a traveler’s perspective brings valuable insight and helps you design better experiences.
Jae-sung Rhee as a Traveler
Favorite travel memory or story: I have many memorable trips, but my 2008 visit to Barcelona stood out—the architecture was extraordinary and the people were charismatic. One of my most memorable food experiences was in Bucharest, Romania, where I sampled local specialties such as grilled foie gras and vintage decanted wines that were full of character.
One travel tip you cannot live without: Bring at least one power converter—sometimes two. Also pack basic emergency medicines for headaches, colds, or other minor ailments that can arise while traveling.
Best advice for business travelers: Use your hotel concierge to learn about local events and authentic dining spots. Combine business with personal interests when possible: I try to play golf on trips and search for local record shops in Europe to find LPs to bring home.
About Seoul Tourism Organization
What events and festivals are coming to Seoul? Seoul offers more than 200 festivals throughout the year. In spring and summer visitors can enjoy the Seoul Summer Sale and K-Beauty cosmetics events, which are ideal for shoppers. In fall and winter highlights include the Seoul Lantern Festival and the Kimchi Festival. Many districts also host their own Christmas celebrations, adding local flavor to the winter season.
What can luxury travelers expect from a visit to Seoul? Luxury travelers can choose from numerous Michelin-starred restaurants that blend contemporary techniques with traditional Korean flavors, as well as five-star hotels that feature spectacular views of the city and nearby natural landmarks such as Namsan, Bugaksan, and the Han River.
Tell our readers more about your favorite things to do and see in Seoul. Seoul offers a wide range of outdoor and cultural activities. I recommend trekking along the Walled City trail to experience green paths and historic sites like Hanyang Doseong (the Fortress Wall). For a solemn, historical visit, Jongmyo Shrine—an UNESCO World Heritage site dedicated to Joseon Dynasty monarchs—offers a deeply contemplative experience. To explore traditional Korean lifestyle and design, the Korea Furniture Museum displays about 2,500 pieces arranged as they would have been used; English-language guided tours are available by reservation and provide valuable context.