"Coexistence of Contrasting Values" – KTO Predicts DUALISM as Next Year's Tourism Trend

The Korea Tourism Organization (KTO) recently held the 2025 Data Utilization and Convergence Analysis Performance Sharing Conference and announced on the 8th that it has identified 'D.U.A.L.I.S.M' as the core keyword for Korea’s tourism industry in 2026. This term refers to the era of 'dualistic tourism,' where opposing values such as technology and emotion, crisis and adaptation, and luxury and practicality coexist.
■ Digital Humanity (AI Trip Butler)
Artificial intelligence (AI) technology is evolving beyond enhancing travel efficiency to become an 'emotional assistant' that understands travelers’ feelings. Tasks such as booking and information searching will be handled by AI, allowing travelers to dedicate their saved time to emotional experiences and human interaction. This trend is expected to grow.
■ Unity of Culture (K-Life Beyond the Screen)
Consumption of K-content is deepening from mere viewing to experiencing the Korean lifestyle, known as K-Life Tourism. Demand is rising for travel experiences where foreign visitors not only visit drama filming locations or performance venues but also eat, dress, and enjoy daily life like locals.
■ Adaptive Resilience (Traveler’s Pledge)
In response to challenges such as the climate crisis and population decline, 'Regenerative Tourism'—where travelers actively contribute to environmental preservation and regional coexistence—is gaining attention. As a result, the trend of seeking ethical value by improving destinations through travel is expected to strengthen.
■ Local Re-creation
Ordinary local elements such as food, old stores, and everyday culture are increasingly being reinterpreted as unique tourism resources. Consequently, a travel culture focused on discovering the unique sentiments of local areas, rather than simply visiting famous attractions, is expected to take root.
■ Individual Value Spectrum (N-polarized Consumption)
Beyond polarized consumption, the pattern of 'N-polarized consumption'—where individuals simultaneously pursue both luxury and practicality based on their own values—is becoming more prominent. Travelers are willing to invest in experiences that matter to them while saving on less important aspects, further segmenting the travel market.
■ Spatial Experience (Rebirth of Spaces)
Existing spaces such as cultural facilities and idle sites are being reimagined and fused with cultural content to create Complex Cultural Spaces that maximize experience and immersion. Pop-up stores and media art, which stimulate the senses and encourage visitor participation, are transforming these spaces into destinations that heighten the 'density of experience.'
■ Multi-Generation Flow (Segmented Travel Emotions)
Even for the same trip, the meaning and approach to travel differ by generation. For those in their 20s and 30s, Wellness is interpreted as emotional healing and self-focused recovery, while for those over 40, it is seen as a symbol of emotional management and self-care rather than simple comfort. This generational divergence in travel values and emotions is expected to accelerate.
jsm64@fnnews.com Jung Soon-min Reporter