National Youth Orchestra of the United States Visits Korean Tourism Promotion Center 'High Ground'

The Korea Tourism Organization announced on August 6 that 115 members of the National Youth Orchestra of the United States (NYO-USA), founded by the Carnegie Hall Foundation, visited High Ground in Jung-gu, Seoul during their stay in Korea. High Ground is a Korean tourism promotion center operated by the Korea Tourism Organization.

NYO-USA is a classical performance group composed of young musicians selected from across the United States, and is scheduled to perform at the Concert Hall of the Seoul Arts Center on August 6. On August 5, the day before their performance at the Seoul Arts Center, NYO-USA visited High Ground to experience and enjoy various aspects of K-culture. At the "House of Travelers" pop-up exhibition (August 1-14) at High Ground, they tried on Korean school uniforms, learned Korean, and experienced K-culture through activities such as temporary tattoos featuring regional tourism content. "House of Travelers" is an experiential exhibition designed for visiting student groups, inspired by the concept of a Korean classroom.

Members of the National Youth Orchestra of the United States are taking commemorative photos wearing school uniforms on the 5th at High Ground in Jung-gu, Seoul.
Photo by Korea Tourism Organization

With the global success of the animated K-pop Demon Hunters and the Korean original musical "Maybe Happy Ending" winning six Tony Awards, Korea is emerging as an attractive cultural tourism destination among American youth.

The New York office of the Korea Tourism Organization has responded to this trend by working to attract American student choirs and orchestras to visit Korea. By participating in events such as The Midwest Clinic and the ACDA National Conference, and collaborating with music-focused travel agencies in the United States, the organization is actively promoting Korea. The Midwest Clinic is the world's largest music education expo, attracting more than 10,000 music educators and professionals from over 30 countries.

The Korea Tourism Organization also announced plans to invite five key representatives from major music organizations, including the Boston Philharmonic Orchestra and the Stanford University Orchestra, from August 17 to 22, to showcase Korea's strengths as a performance destination.

Cho Heejin, head of the Korea Tourism Organization's Americas Center, stated, "Youth music performance groups tend to travel with not only performers but also their families, have longer stays, and higher per capita spending. This year, we achieved the milestone of attracting five groups, including the Pacific Boychoir Academy, totaling 274 visitors to Korea. We will continue to do our best to broaden the scope of Korean tourism."