A global rise in interest in Korean culture complemented a record-breaking number of inbound visitors to South Korea just before the COVID-19 pandemic. Spanning from food to cultural experiences, the variety of tourist attractions the country offers have allowed the tourism industry to begin a rapid recovery from 2022 onwards. With the relaxation of strict quarantine rules, inbound visitors must no longer spend two weeks quarantining, for which they also had to bear the costs. As such, expenses for international tourists have decreased again, freeing up money for leisure-related spending and making it easier and more attractive to travel in the first place.
What is attracting tourists to South Korea?
In 2023, Korean food and shopping opportunities were the biggest factors drawing in tourists from abroad. However, various cultural experiences, from traditional culture to modern pop culture, such as K-pop, have also proved to be appealing. So-called “hallyu” experiences, advertised through K-pop and K-dramas, have been especially popular among younger age groups. Over 40 percent of teenage tourists as well as a quarter of those in their twenties visited South Korea to participate in activities related to Korean pop culture. This was particularly popular among tourists from neighboring countries, where up to 21.5 percent of visitors engaged in such activities.
Where are tourists going when visiting South Korea?
Unsurprisingly, Seoul was the most popular destination for international visitors in South Korea. The capital city offers a large variety of locations, experiences, and activities for any tourist and is well-connected to other cities and provinces. In 2022, around 18 percent of the population lived in Seoul proper while almost 49 percent lived in the larger Seoul Metropolitan Area. As such, domestic tourism to Seoul is relatively low, with Gangwon Province having recorded the most overnight stays by domestic travelers in 2023.
South Korea had seen a steady increase in inbound tourism prior to the COVID-19 pandemic. While the tourism industry was severely affected worldwide, the country has retained its popularity abroad, and is well on its way to pre-pandemic visitor numbers.
Key insights
- Number of inbound visitors
- Majority nationality of foreign visitors
- Main reason to visit
