Transforming Tourism through Innovation: The Rise of Ground K, Nua, and Lara Station

In recent years, the convergence of technology and tourism has given birth to a new wave of startups focused on enhancing travel experiences through digital solutions. Leading the charge are three prominent companies participating in the Tourism Plus Tech initiative: Ground K, Nua, and Lara Station. Each of these innovators is not only redefining operational efficiency in the tourism industry but also paving the way for new business models.

Ground K: Revolutionizing Transportation

Ground K, under the leadership of CEO Jang Dong-won, has gained significant attention for its cutting-edge contributions to tourism logistics, particularly with its “T-Rise Up” platform. This solution digitizes the operations of tourism shuttles and buses, aiming to streamline transportation at tourist destinations. By integrating various processes such as reservation, operation, payment, and seat management into a cloud-based system, Ground K is spearheading a digital renaissance in what has traditionally been a lagging sector of the tourism industry.

A notable achievement for Ground K has been its role in the 2025 Asia-Pacific Economic Cooperation (APEC) Summit in Gyeongju, where the company provided essential technology to manage vehicle operations during the event. This showcases how Ground K is not merely a participant in the tourism ecosystem but a key player in national-level event management.

Jang emphasized the importance of transportation efficiency in enhancing overall travel quality, stating that Business-to-Business (B2B) mobility solutions can significantly elevate the tourism sector’s competitiveness. "We proved our trust at this global event," he remarked, reinforcing the critical role of reliable transportation in shaping memorable travel experiences.

Nua: Innovating Airline Ticket Distribution

The aviation sector is witnessing remarkable advancements through Nua, led by CEO Seo Deok-jin. This startup is making waves with its software-as-a-service (SaaS) solutions, designed to improve the airline ticket distribution and sales process. By successfully securing partnerships with major airlines such as Finnair and charter operations with Jeju Air and Air Premia, Nua is positioning itself as a formidable player in the global market.

Nua’s platform aims to automate various aspects of airline reservations, settlements, and sales, leveraging data connections with five leading travel agencies in China. This not only enhances efficiency for airlines but also modernizes the travel agency landscape through partnerships with global distribution systems (GDS) like Travelport and Saver.

Seo pointed out that "aviation is the starting point of tourism," advocating for data-driven innovations to bolster global competitiveness. His vision to create a new standard for air and travel distribution through the Tourism Plus Tech initiative is ambitious yet attainable, given the rapid technological advancements in the industry.

Lara Station: Merging Commerce and Content

Lara Station is breaking new ground by blending artificial intelligence (AI) with live commerce platforms tailored for the tourism industry. CEO Lee Chul-ho outlines a transformative approach that employs real-time, multilingual live commerce to distribute tourism content effectively. The success of their recent global commerce entertainment program, "Save Our Stock," highlights the company’s capability to elevate Korean brands into competitive platforms for international sales.

Through collaborations with influencers across multiple Asian countries and partnerships with significant platforms such as Thailand’s Saha Group, Lara Station aims to construct an influencer-driven commerce ecosystem. Lee envisions tourism as a bridge between content creation and commerce, asserting that the fusion of AI, fandom, and live video technology can turn tourism content into a robust export industry.

Collaborative Innovations and Models

The model of collaboration is gaining traction, as seen in partnerships that blend the strengths of large corporations with innovative startups. For instance, CJ ENM and Big House Entertainment have worked together to fuse broadcast content with real travel experiences, expanding local tour offerings in popular international destinations such as France and Turkey.

Moreover, projects like the Global Lifestyle Flea Market, spearheaded by Hyundai Outlet in association with Su & Carrot, demonstrate the potential to showcase diverse cultural expressions through tourism. By featuring both local and international sellers, the event offers a unique glimpse into global cultures while supporting community engagement.

The Future of Tourism Plus Tech

Moon So-yeon, head of the tourism company promotion team at the Korea Tourism Organization, underscores the significance of the Tourism Plus Tech initiative, describing it as a testing ground for structural digital transformation in the domestic tourism landscape. The open innovation model, which fosters collaboration between established companies and nimble startups, exemplifies a forward-thinking approach that can adapt to rapidly evolving market conditions.

As these startups continue to innovate and redefine the tourism experience, the industry stands on the brink of a transformation that could spell unprecedented changes in how we travel, interact, and engage with cultures worldwide. Each milestone achieved by Ground K, Nua, and Lara Station is a testament to the potential of Tourism Plus Tech to revolutionize the sector, offering a glimpse into a future where technology and travel are seamlessly intertwined.