'Red Top and Cowboy Hat'... Common in Myeongdong, But Why Does CNN Admire?

In 10 Years, Number of Tourist Information Centers in Korea Rises from 300 to 638
Professor Shang Li: "Differences in Mindset Between Asia and Europe"

Recently, in some parts of Europe, tourist information centers are becoming relics of the past. The last tourist information center next to the Eiffel Tower disappeared in January, and Scotland announced that it will close all tourist information centers by the end of 2025.

However, in Asian countries including Korea, tourist information centers are actively operating. As of 2015, Korea had about 300 tourist information centers, but now the number has more than doubled to 638.

Foreign tourists visiting Myeongdong in Jung-gu, Seoul, are asking a tour guide for directions. Photo by Kang Jin-hyung

On the 14th, CNN also highlighted this point by publishing an article titled "Why Tourist Information Centers Are One of Asia's Top Attractions."

Shang Li, head of the Department of Hotel and Tourism Management at Hong Kong China University, stated in an interview, "Asian tourists generally value systematic guidance and interactive explanations," adding, "Many of these travelers have limited overseas travel experience and face language barriers, so meeting in person to communicate and receive help is especially important."

He continued, "Conversely, European tourists are more accustomed to self-guided experiences and often use various online and offline tools such as apps and printed materials."

Particular attention was given to Korea's "mobile tourist guides," who wear red shirts and cowboy hats and assist tourists in Chinese, Japanese, English, and other languages. They are mainly found in bustling areas like Myeongdong, lined with cosmetic shops and cafes, roaming the streets and answering questions.

Professor Shang Li explained, "Visitor centers in Asia prioritize interaction and service, aiming to meet the needs of tourists within a collectivist cultural context," adding, "In contrast, European visitor centers focus on information and education as their main functions, providing services to tourists in a context that emphasizes individual attention."