[Edaily Reporter LEE SEON-WOO ] At first glance, she clearly looks like a foreigner with blue eyes, but as soon as the interview began, she took the lead in the conversation, speaking fluently and in a calm, measured tone in Korean. Whether she was fanning herself and replying, “It’s crazy busy,” when asked how business has been lately, or pouring out the frustrations that had built up over time as if she’d been waiting for the question—asked about the challenges she faces—she was no different from any other Korean CEO. This is the story of “Mélusine Blanche” (35, pictured), a French national and

of Tour

, whom I met on the 14th—a woman who has now been living in Korea for 14 years.

I first met Director Blanche in mid-June at the “Korea Expo” held in Paris, France. She said that in 2012, while she was a college student, she became captivated by K-pop and visited Korea for the first time on a working holiday, eager to see as many performances as possible by her favorite idol group, SHINee. After completing language school and graduate studies in Korea, she founded a travel agency in Mapo-gu, Seoul, in 2023 with her husband (CEO Choi Byung-cheol) to sell Korean travel packages to French-speaking countries. Including her time working at a travel agency during her working holiday, she has spent well over 10 years in the inbound tourism industry (travel to Korea by foreigners).
◇Focus on the Characteristics and Patterns of Long-Distance European Tourists
Director Blanche noted that, according to Korea Tourism Organization statistics, the number of European visitors to Korea in the first half of this year reached approximately 740,000—a 20% increase from the previous year—but added that “Japan” remains the most preferred Asian travel destination among Europeans. She explained that the popularity of J-culture—including J-pop and anime—which began in the late 1990s, continues to draw countless Europeans to Japan despite the high costs and long travel times. She added, “Although Korea hasn’t quite caught up to Japan yet, it has ample potential.” This is because the popularity of K-Culture—which has recently expanded from K-Pop to include dramas and films—is following a pattern similar to how J-Culture sparked a boom in travel to Japan in the past. The reporter noted that while K-Pop, by its very nature, is primarily about listening and singing along, dramas and films spark interest not only in everyday life in Korea but also in its history and culture, aligning well with the tendency of Europeans to value travel as a “new experience.”
“Recently, an organization asked us to plan a Jeju travel itinerary based on the filming locations of the drama ‘Welcome to Samdalli,’” he said. “I’ve had to rush to watch the shows myself on several occasions after receiving requests to create travel schedules and itineraries based on dramas and movies that I hadn’t seen and wasn’t familiar with.”

Director Blanche advised focusing on the characteristics and travel patterns of European tourists to translate the popularity of K-Culture into travel demand. She emphasized that Korea—which takes 11 to 14 hours to reach by flight alone—is not a short-term destination where travelers stay for just three or four days, but rather a long-term destination where visitors plan to stay for at least two weeks or even up to a month. “While one-week package tours covering three or four European countries are common in Korea, they’re hard to find in Europe,” she explained. “In Europe, it’s typical to stay in a single city for at least two to three days to explore and experience its past and present.”
He also noted that the average length of stay for the approximately 270 French-speaking tourists who visited Korea last year through the “Tour de Corée” package exceeded two weeks. While the number of European visitors to Korea may be small compared to the total number of international tourists, their contribution to the market in terms of length of stay is equivalent to three to four times that of short-term travelers who stay for just three to four days. While it is necessary to assess the readiness of infrastructure and other amenities to accommodate the travel patterns and characteristics of long-haul tourists, this also offers hope for alleviating the long-standing issue of demand for travel to Korea being concentrated in Seoul.
“There are even cases where people stay in Korea for two months and send us maps with about 20 cities they want to visit marked on them,” he said. “Because their stay is long, their range of activities—including the regions they visit—is broad, and they are interested in a wide variety of programs, from experiencing the vibrant daily lives of Koreans to trying Korean cuisine, ssireum (Korean wrestling), traditional musical instruments, embroidery, and crafts.”

◇Korea Is Safe and Clean, but Language Barriers Must Be Lowered
Director Blanche identified the need to improve multilingual guidance services—specifically in French, German, Spanish, and Portuguese—which are virtually nonexistent compared to those in English, Chinese, and Japanese, as a key challenge in terms of tourism infrastructure. She pointed out that even major palaces and museums in downtown Seoul lack multilingual guidance services, limiting visitor access. She argued that language barriers must be lowered, just as the introduction of Korean-language services at the Louvre Museum in Paris has enabled more Koreans to enjoy museum visits more easily and comfortably than before. Regarding the shortage of non-English-speaking European tour guides—who are as hard to find as stars in the sky—even in the Seoul metropolitan area, she proposed establishing training programs at embassies, cultural institutes, and local community centers.
He emphasized, “Language services are what long-term visitors touring multiple cities need most,” adding, “French, German, Spanish, and Portuguese are multinational languages used as official languages not only in Europe but also in many countries across the Americas—including Canada and Brazil—and in Africa.” He continued, “No matter where they go, Europeans typically visit palaces and museums to learn about the history of that country and city,” adding, “As long as the language barrier is overcome, factors such as distance, transportation, and cost pose no problem at all.”
Foreigners also pointed out the K-pop concert and esports ticket sales system as problematic, noting that tickets sell out instantly—whether purchased online or at the box office—making it impossible to buy them on-site even after the box office opens. Director Blanche pointed out, “To prevent scalping, ‘identity verification’ has been made mandatory, making it impossible for foreigners to purchase tickets online, as well as for travel agencies to make group reservations or purchases,” and criticized this as “an inconsistent policy that, on the surface, encourages people to enjoy K-culture but in reality discriminates against foreigners.”
Toward the end of the interview, she also noted that, from a foreigner’s perspective, Korea is a “safe and clean travel destination” offering a wide variety of attractive content and programs that enhance the value of the trip. She added some encouraging advice for local businesses operating lodging facilities and experiential programs: “Let go of your vague sense of burden and fear toward foreigners.”
He went on to emphasize that while independent travel is the primary form of tourism these days, there is always a need for specific products and services—such as transportation and experiential activities—during an itinerary. He also stressed that in tourism marketing and product/service development, even the most famous attractions must keep in mind the “principle of decay,” whereby interest and engagement fade within an hour at the shortest or half a day at the longest.
Director Blanche advised, “It’s not just large-scale policies, such as revitalizing regional airports, that are needed to increase demand for visits to Korea and boost regional tourism,” adding, “Whether it’s infrastructure or products and services, it’s important to start by meeting the needs and desires of foreign visitors from their perspective.”