KTO enlists high-end Japanese outdoor brand to boost regional tourism

“Seeking to steer a booming domestic camping market away from the crowded outskirts of the capital region, Korea’s state tourism agency is enlisting private sector muscle to redirect outdoor enthusiasts toward the country's rural provinces. The Korea Tourism Organization (KTO) said Thursday that it signed a partnership with Snow Peak Korea, the local arm of the high-end Japanese outdoor brand, to promote safe camping practices and revitalize regional tourism. Under the agreement, the tourism agency will integrate an aggressive safety and public awareness campaign into Snow Peak’s major outdoor events. Over the course of eight scheduled large-scale camping programs — expected to draw roughly 7,000 participants — the agency will provide real-time guidance on preventing carbon monoxide poisoning and handling open flames or portable heating units. Campers who sign a safety pledge and engage with state-run digital information platform "Go Camping" will receive commemorative promotional goods. The broader ambition of the partnership, however, is geographic. Over the past several years,

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