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 my university years, my first project was working on 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 becoming an issue around the globe, and Seoul, moving forward, will focus on fair tourism. We are making sure residents and travelers can coexist and equally benefit from visitors spending time in the city. We also see technology like virtual reality allowing travelers to explore and create experiences. We want to be on the forefront of these innovations along with local experts.
Best career advice you’ve received: If you cannot avoid it, like it and excel at it.
What advice would you give someone starting out in the field? Travel as much as possible; it’s important to get a new perspective from a traveler’s point of view.
Jae-sung Rhee as a Traveler
Favorite travel memory or story: There are so many it’s hard to choose, but in 2008 my trip to Barcelona made a big impression. The architecture was amazing, and the people were charismatic. My favorite food travels have been to Bucharest, Romania, where I tried local delicacies like grilled foi gras and vintage decanted wines that breathed with flavor.
One travel tip you cannot live without: Bring a converter or two; you can never have enough. Also bring emergency medicine in case a cold or headache suddenly occurs on your travels.
Best advice for business travelers: Consult your hotel’s concierge for tips on local events and authentic dining experiences. Connect your hobbies with your destinations; I play golf on my trips if time allows and have searched local shops in Europe for LPs and records to take home.
About Seoul Tourism Organization
What events and festivals are coming to Seoul? Seoul hosts more than 200 festivals year-round for travelers to experience. In the spring and summer we offer the Seoul Summer Sale and the Korean K-Beauty Cosmetics Sales, big for travelers looking to do some shopping. In the fall and winter we have the Seoul Lantern Festival and Kimchi Festival; plus, 25 local districts have their own Christmas celebrations.
What can luxury travelers expect from a visit to Seoul? Luxury travelers have access to plenty of Michelin-starred restaurants that put a modern twist on traditional Korean food, and 5-star hotels with spectacular views of not only the city but also its natural beauty, like Namsan Mountain, Bugaksan Mountain and the Han River.
Tell our readers more about your favorite things to do and see in Seoul. There are many outdoor activities for our travelers to experience. I suggest trekking the Walled City, which takes you along green trails and historic sites like Seoul’s Hanyang Doseong (Fortress Wall). If you are looking for something more unique, the JongMyo Shrine, a UNESCO World Culture Heritage site, is dedicated to past kings and queens of the Joseon Dynasty, sharing a place steeped in history and a solemn and sacred experience. To look at the rich history of Korean furniture, visit the Korea Furniture Museum, boasting 2,500 pieces set up as they would have been used in daily life. Reservations are recommended for English-language guided tours.
Read This Next

Introducing
FX Excursions
FX Excursions offers the chance for once-in-a-lifetime experiences in destinations around the world.
#globility
Insta FeedDaily
Feb 27, 2025Embark on New Culinary Tour in San Miguel de Allende, Mexico
San Miguel de Allende, one of Mexico’s top culinary destinations, mixes traditional flavors with contemporary innovation in a city celebrated for its rich food culture. With its vibrant markets loaded with fresh produce and its renowned restaurants and artisanal food shops, the city promises one-of-a-kind gastronomic experiences.
Sponsored Content
A Summer Sojourn Along Europe’s Rivers with AmaWaterways
This summer, elevate your vacation experience with award-winning AmaWaterways. Offering a seamless blend of unparalleled luxury, authentic cultural experiences and unrivaled service, AmaWaterways cruises are the perfect way to uncover the heart of Europe during the sunniest season with itineraries that glide along the continent’s most iconic rivers, including the Danube, the Rhine, the Seine and the Douro.
Daily
Feb 27, 2025New NH Collection Gent Provides Easy Access to Ghent, Belgium’s, Major Attractions
NH Collection Gent officially opened its doors in late 2024 following a large-scale renovation of what was formerly NH Hotel Gent Belford. With this European launch, Minor Hotels Europe & Americas strengthens NH Collection Hotels & Resorts’ brand presence in Belgium, with sister properties in Antwerp and Brussels.
Daily
Feb 26, 2025Take a Northern Cali Road Trip to Tomales Bay
Dreaming of a sunny road trip to an iconic beach destination? Pack your bags for Northern California’s Tomales Bay and leave the winter chill behind. This lovely area is accessible via the scenic Pacific Coast Highway, and offers multiple opportunities to enjoy fresh local foods and unwind in nature.
Sponsored Content
Madrid: The Charm of an Authentic City
They say Madrid is in vogue for many reasons: its lifestyle, its heritage, its cuisine and all of its new attractions. And it’s true, because Madrid is on the radar of travelers looking for a cutting-edge destination that still holds onto its essence. Join us as we explore its charms.
February 2025
Feb 26, 2025Get Your Thrills by Trying These Cool Water Sports
Soaring above the sea or speeding across the water’s surface isn’t just for superheroes. Here’s a look at three trending water sports designed to get your heart pumping.
Anantara Jewel Bagh Jaipur Opens in India
eFlyer News
Feb 26, 2025eFlyer Deals
Feb 26, 2025Get Up to 55 Percent Off Stays at Hard Rock All-Inclusive Properties
Looking to escape the winter blues? Hard Rock Hotels has you covered this season. Book a stay at valid Hard Rock’s all-inclusive resorts by March 15 and receive up to 55 percent off, as well as a $200 hotel credit, transfers for two, kids stay free, and early check-in and late check-out. Eligible resorts include Hard Rock Hotel Cancún and Hard Rock Hotel Punta Cana.
eFlyer Deals
Feb 26, 2025Thompson Hotels Launch Thompson City & Sea Offer
Celebrating United Airlines’ newly increased service from Houston (IAH) to Zihuatanejo (ZIH), Thompson Houston and Thompson Zihuatanejo teamed up to create the Thompson City & Sea offer, available through the rest of the year.
eFlyer Lead
Feb 26, 2025Imbibing Abroad: Fake Alcohol a Rising Concern Amongst Travelers
Last November, a U.S. man, British woman, two Australian women and two Danish nationals traveling in a Laos holiday town died after reports they consumed tainted alcoholic drinks. A well-known issue across Southeast Asia, methanol poisoning in bootleg alcohol now makes global news as international tourists unknowingly consume these drinks.
ShareThis