Korea Tourism

• South Korea achieved a historic milestone in 2026 by surpassing ten million foreign arrivals earlier than ever before. • The surge is primarily driven by strong demand from China, Japan, and Taiwan, as well as growing middle-class travel from the Philippines, Thailand, Singapore, and Malaysia. • This growth is attributed to improved air connectivity, the global popularity of Korean entertainment, and a significant increase in visitor spending.

• The Korea Tourism Organization has launched the "BIAS" campaign, featuring K-pop artists in travel commercials to attract international fans. • The initiative specifically aims to redirect global tourism traffic toward regional destinations across South Korea, moving beyond the typical hotspots in Seoul. • By leveraging the massive global influence of K-pop idols, the campaign seeks to boost local economies and diversify the country's tourism appeal.

• South Korea experienced a significant tourism boom in April, with Seoul alone welcoming over 1.5 million foreign visitors. • China emerged as the primary driver of this surge, leading other major contributing markets including the United States, Japan, Taiwan, and the Philippines. • The influx of tourists resulted in a massive economic boost, with total visitor spending soaring to 1.15 trillion won.