tourism industry in south korea

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Charting the growth of South Korea’s tourism industry

As the world emerges from the shadows of the Covid-19, South Korea’s tourism sector is witnessing a remarkable rebound. Renowned for its breathtaking landscapes, the nation is strategically leveraging a diverse array of events to attract tourists in 2023.

Notable among these are the Seoul Lantern Festival and the 2023 K-Link Festival featuring popular K-Pop stars. Also, the country will host the 2024 Winter Youth Olympics next year.

Besides, the country’s distinctive culture, blending the contemporary appeal of K-pop with the timeless charm of traditional arts, has captured the attention of a global audience. This cultural magnetism forms a sturdy foundation for enterprises within the country’s flourishing tourism sector.

Before the onset of Covid-19, South Korea recorded 17.5 million visitors in 2019 . Notably, a record-breaking $21.5 bn was reported in 2019 for tourist expenditures in South Korea, with an average spending of $1,230 per visitor.

However, the pandemic negatively impacted South Korea’s tourism for nearly two years. In 2021, only about 967,000 foreign tourists ventured into South Korea. However, the numbers nearly tripled to approximately 3.198 million in 2022. The positive trajectory continues into 2023, with an estimated 6.5 million foreign tourists visiting the country from January to August, as per government data.

Additionally, the country’s tourism market, currently valued at $35.8 mn, saw international tourist arrivals rise above 1 million in July. This happened for the first time since the start of the Covid-19 pandemic. Subsequently, in September, the growth rate for tourist arrivals was 227.3%, amounting to 1.094 million foreign tourists.

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“South Korea’s tourism sector has been strengthening during 2023 and is expected to show further improvement during 2024, as international tourist travel in the Asia-Pacific region continues to recover,” says S&P Global .

Government measures driving South Korea’s tourism sector

Experts believe that a rebound in South Korea’s tourism industry has been facilitated by a series of government measures aimed at boosting the sector. This year, South Korea has allocated significant financial resources to support tourism-related initiatives.

To promote domestic travel, the government plans to subsidise local trips for employees of small and mid-sized firms. Lowered railroad fares and discount coupons for popular tourist attractions are also set to further incentivise travel.

Moreover, the 6th Master Plan for Tourism Development (2023-2027) by the government delineates a strategic framework aimed at the expansion of the tourism sector. To enhance tourism exports, the plan recommends diversifying the inbound market and integrating promotional activities with K-culture. The government’s 2024 tourism budget of 1.36 tn won ($1 bn) will focus on drawing foreign tourists to the land and plugging in the tourism deficit.

“Seoul’s government has announced measures that will ease travel restrictions and is targeting 30 million tourists by 2027…. (it) intends to achieve this number through digital tourism platform services and Korean-content storytelling tour programs, featuring cities such as Gyeongju, Jeju City, Suwon, Busan, Chuncheon, and, of course, the capital Seoul,” says GlobalData .

Looking ahead, South Korea’s tourism market is expected to expand at a CAGR of 8.10% between 2023 and 2028, amounting to $77.7 mn, as per Future Market Insights . The market research firm also informs about a few challenges facing South Korea’s tourism.

“Due to a few factors, it can be difficult to promote South Korea’s tourism market…Political tensions spurred on by unsolved problems with neighbors like North Korea, China, and Japan have made this region a potential hotspot that could suddenly erupt,” it adds. Along these lines, South Korea’s reliance on Chinese and Japanese tourists for a significant portion of its international arrivals can pose significant challenges in the future.

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South Korea determined to become tourism powerhouse

SEOUL – South Korea’s Ministry of Culture, Sports and Tourism is going all out to make the country another Asian tourism powerhouse and create a more enjoyable tourism environment for domestic holidaymakers.

In a press briefing in Seoul on Dec 8, Second Vice-Minister of Culture, Sports and Tourism Jang Mi-ran expressed high hopes to turn South Korea into an appealing destination for both foreigners and locals, and exceed pre-pandemic visitor levels in 2024.

“I engaged in various tourism-related meetings with local governments, agencies and firms to gather perspectives from industry professionals, but there were not a lot of unique or special tourism products or festivals,” Ms Jang said in a briefing at the Seoul Government Complex in Jongno-gu, central Seoul.

“It is important to create tourism products that are appealing to locals and approved by them. We are recommending or introducing things if we like them first. I personally feel this applies to tourism as well,” the Vice-Minister told The Korea Herald.

Ms Jang said tourism major students who share their individual travel experiences on various social media platforms can offer realistic suggestions and showcase the charms of their home towns, as well as areas of improvement. She added that she wanted to spend more time with such students to understand the local tourism landscape.

She also emphasised the importance of creating a safer tourism environment for global and domestic visitors.

The Ministry of Culture, Sports and Tourism is set to organise a public participatory inspection team to root out rip-offs and discriminatory pricing. A separate team will be launched to deal with such cases and assist visitors who file complaints.

The ministry has decided to increase the number of K-tourism roadshows – which are promotional events held overseas to showcase South Korea’s traditional and contemporary cultures – from 15 to 25 in 2024.

Chinese tourists will continue to be exempt from visa fees. This was temporarily applied to Chinese travellers from September to December, and will be extended to 2024. Vietnam, the Philippines and Indonesia will be included in the list of exempt countries.

According to Ms Jang, travel-friendly services – such as a foreigner-exclusive mobile app for train, bus and taxi services, and an English-language navigation app – will be made available in 2024.

To quench tourists’ thirst for Korean content-related events, beauty festivals, K-pop shows, food fairs, e-sports experiences and medical tourism packages, as well as meetings, incentives, conferences and exhibitions tourism packages, will be expanded as well.

“We hope to attract 20 million global visitors to Korea in 2024, and exceed the pre-pandemic number of foreign travellers from 2019. We will also make the utmost effort to collaborate with local governments and tourism-related firms to support mass tourism,” she said.

In 2022, South Korea welcomed approximately 3.2 million inbound visitors, according to the Korea Tourism Organisation. Just before the Covid-19 pandemic, the country had a record 17.5 million inbound tourists in 2019. THE KOREA HERALD/ASIAN NEWS NETWORK

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South Korea Tourism Market

In 2019, 28.7 million Koreans, more than half of South Korea’s population, traveled abroad with 2.3 million Koreans traveling to the U.S. (the number of Koreans traveling to the U.S. is an increase of 4% over the previous year). International travel is rapidly growing for Koreans and offers significant opportunities for U.S. tourism exports.  The U.S. remains one of the top five destinations for Korean outbound travelers and is the top non-Asian and long haul destination.  On average, a Korean visitor to the U.S. spends approximately USD 4,900 per trip.This number translates to over USD 11 billion in tourism revenue in 2019 from Korean outbound travelers to the U.S. Korea is currently the sixth largest source of inbound travel to the U.S.

Korean consumer confidence has increased gradually across generations. Rising discretionary spending on activities, gradual increases in vacation time, heightened globalization, and greater awareness of international developments are motivating more Koreans to travel overseas. Korea’s GDP per capita (PPP) rose to USD 44,740 in 2019 (according to the World Bank), placing it securely in the ranks of middle-income countries. Positive perception of overseas travel and the abundance of information-sharing through mass media and social media are expected to continue to boost the growth of outbound tourism in the coming years. The recent boom of social commerce (social networks and websites that give product/service sellers access to a large pool of Korean travel consumers) is attributing to this growing trend, as they offer all types of travel products and unique experiences. Moreover, travel booking on mobile devices continues to expand for Korean consumers and is becoming a widely-used method of travel planning. Nine out of ten Korean travelers own a smartphone and roughly half of those users booked a flight/hotel via smartphone in the past twelve months.  The number of users of the Internet and smartphones has reached 90 percent in the Korean population.

The U.S. is the leading non-Asian destination for Koreans as it offers a variety of activities, culinary tours, and cultural experiences. U.S.-bound Koreans account for 8% of Korea’s outbound market and there is a room for further growth. Koreans use group tours, or travel individually to visit friends and relatives. Group tours can focus on price-competitive products that entice travel agencies in Korea to sell these products. Korean travelers are generally interested in the following activities: visiting museums, national parks, amusement parks, fashion outlets, golf courses, and unique local restaurants and wineries. To tap into this market, American travel and tourism entities should provide marketing collaterals on their destinations in the Korean language and cultivate long-term relationships with the travel trade industry in Korea. There are approximately 11,000 tour agents in Korea. Having effective training programs and promotional information on the U.S. destinations are key factors in accessing the Korean market.

For questions, contact the U.S. Commercial Service Korea at the U.S. Embassy in Seoul:  Daniel Lew , Commercial Officer or  Jessica Son , Senior Commercial Specialist

South Korea targets to shape its tourism industry

Wednesday, December 13, 2023 Favorite

Prime Minister HAN Duck Soo presided over the 8 th National Tourism Strategy Meeting.

He was focusing on regional tourism, tourist convenience and industry innovation to shape “South Korea’s Tourism Export Innovation Strategy”

Strategy 1: K-Culture Linked Tourism Export Enhancement

As part of the Visit Korea Year 2023–2024 initiative, the plan involves expanding group electronic visa fee waivers, increasing limits for immediate tax refunds on duty-free purchases, and improving transportation reservation services and payment methods

Intensive promotion of Korean tourism in 25 international cities through the “K-Tourism Roadshow,” large events such as the Korea Beauty Festival and K-Pop concerts, and the development of related tourism products

Strategy 2: Boosting Regional Tourism with Local Content

From 2024 to 2033, approximately KRW 3 trillion will be invested in Busan, Gwangju, Ulsan, Gyeongnam, and Jeonnam to enhance cultural, maritime, and recreational tourism infrastructure as part of the “Southern Region Mega-Tourism Development” project

Development of K-Food belts, representative regional festivals, and stay-over tourism

Establishment of “Regional Tourism Strategy Meetings” and “Regional Tourism Collaborative Bodies” to strengthen governance and cooperation between central and local governments

Strategy 3: Industry Innovation through Convergence and Value Addition

Easing medical tourist visas, selecting Korea’s representative healing tourism destination, opening a new Yeongjongdo resort complex equipped with shopping malls, performance halls, and water parks, and developing package products

Applying the E-9 employment permit system to the hotel and condo industry, expanding “Youth Job Leap Encouragement Fund” support in the travel industry to address workforce shortages

Operating joint inspection teams with public participation to eradicate low-price dumping and overcharging and establishing a “Fair Coexistence Center” for receiving and supporting unfair trade complaints to improve tourism quality

The government announced “South Korea’s Tourism Export Innovation Strategy” during the eighth National Tourism Strategy Meeting, chaired by Prime Minister HAN Duck Soo on December 8 at the Asia Culture Center in Gwangju Metropolitan City

The National Tourism Strategy Meeting, established under the Framework Act on Tourism, is a government-wide body for establishing and coordinating tourism policies. Chaired by the Prime Minister and involving ministers from 13 departments, this body previously announced the “6th Tourism Promotion Basic Plan” during the Visit Korea Year 2023–2024, targeting 30 million foreign tourists by 2027.

“ South Korea ’s Tourism Export Innovation Strategy” was discussed in the eighth meeting of the National Tourism Strategy Meeting, which was attended by various government departments, private experts, and stakeholders. The strategy focuses on attracting 20 million foreign tourists and achieving USD 24.5 billion (KRW 32.3 billion) in tourism revenue by 2024, emphasizing enhancing tourist convenience, boosting regional tourism, and driving industry innovation.

Chairman YOON Young Ho of the Korea Tourism Association, Chairman OH Chang Hee of the Korea Association of Travel Agents, Vice-chairman KIM Young Moon of the Korea Hotel Association, Chairman SHIN Hyun Dae of the Korea MICE Association.

At the meeting, Prime Minister HAN stated, “Because of COVID-19, the number of foreign tourists, which had exceeded 17 million, drastically dropped to 970,000 in 2021, leading to difficult times for the industry, national, and local economies.” He added, “Fortunately, this year, we expect to surpass 10 million visitors for the first time in four years, indicating a recovery in the tourism market. As such, the government must exert every effort to ensure that our tourism industry achieves its best performance ever by 2024.”

He further instructed, “The government, local authorities, and the tourism industry must collaborate closely to promptly implement the innovative strategies discussed today. The Ministry of Culture, Sports and Tourism should regularly review and adjust these strategies.”

The details of the “South Korea’s Tourism Export Innovation Strategy” discussed today are as follows:

Enhancing tourist convenience is a crucial factor in securing international competitiveness for attracting tourists post–COVID-19.

The government will focus on significantly improving the convenience of K Tourism, including immigration, shopping, and transportation.

To lower the barrier to visiting Korea, we will alleviate the visa fee burden.

The group electronic visa fee waiver, temporarily applied only to Chinese tourists from September to December 2023, will be extended through 2024 and expanded to include Vietnam, the Philippines, and Indonesia.

To boost shopping tourism, which contributes to foreign currency earnings and stimulates local economies and related industries, the government will double the limit for immediate tax refunds on duty-free purchases starting January 1 next year.

Additionally, we aim to connect 1.8 million ZeroPay merchants with foreign apps for seamless payments and provide immediate tax refund services at duty-free shops, planning to increase the number of these shops to 40% of all duty-free outlets by 2024.

A new duty-free shop will also be reopened at Incheon Port with a newly selected operator.

In line with the increasing trend of individual tourism, we will enhance domestic travel convenience after entry into Korea. The government, in collaboration with the private sector, will develop a mobility app exclusive for foreign tourists to assist with public transport reservations for trains, buses, and taxis and improve English services on navigation apps. We will also expand tourist interpretation guides using artificial intelligence to assist foreign tourists in navigating the country with ease. Intensively promote Korean tourism during the “Visit Korea Year 2023–2024” In collaboration with the private sector, the government will host large events throughout the year where potential tourists can experience Hallyu, shopping, beauty, and medical services. Starting with the “Korea Grand Sale,” set to take place early next year (January–February), the first “Korea Beauty Festival,” which combines beauty, fashion, and medical wellness, will be held in Gwanghwamun Square in June. In September, for the first time domestically, we will host a large-scale Hallyu festival that was previously held overseas, aiming to attract global Hallyu fans. The “K-Tourism Roadshow” for comprehensive marketing in foreign countries will be expanded from 15 cities this year to 25 cities next year, and new (Provisional) Korean tourism promotion offices will be established in 10 countries, including Saudi Arabia, Sweden, and New Zealand for market expansion. At Incheon Airport, the starting and ending point of Korean tourism, a K-Touris and Culture Zone will be established to promote various attractions and major events using immersive content. In collaboration with overseas K-brand franchises such as convenience stores and chicken shops, we plan to release limited edition private label products and conduct Korean tourism promotion campaigns, expanding the marketing frontiers for Korean tourism through public-private collaboration. Enrich various Korean tourism contents by converging with K-Culture We will develop tours linked with major international art fairs such as KIAF and Frieze (September 4–8, 2024) and expand the representative performing arts festival “Welcome to Daehangno.” Additionally, we plan to introduce custom-themed tours for Hallyu fans, such as “BTS Road,” and launch a “K-Culture Training Visa” for foreign youths participating in K-Culture training programs within this year. The ongoing transformation of the Cheongwadae into a landmark for Korean tourism will continue. We will expand themed tourism courses linked with nearby historical, cultural, and tourist resources (10 courses in 2023 to 20 in 2024), enhance exhibition and performance programs, and improve rest and convenience facilities to increase visitor satisfaction. Leveraging the “2024 Gangwon Winter Youth Olympics” held from January 19 to February 2 in Gangwon Province, we will actively promote winter tourism products to the travel industry in China and Southeast Asia. We will support transportation to nearby festivals, such as the Daegwallyeong Snow Flower Festival. Additionally, plans are in place to further develop tourism products and training programs linked with major e-sports events, building on the global popularity of the “2022 Hangzhou Asian Games” gold medal and the “2023 League of Legends Championship” victory.

Advance the era of regional tourism by expanding large-scale regional tourism infrastructure and strengthening central-local governance. The “Southern Region Mega-Tourism Development” project, a 10-year initiative (2024–2033), will be fully implemented. The government, local authorities, and private sectors will invest a total of KRW 3 trillion in Busan, Gwangju, Ulsan, Jeonnam, and Gyeongnam. This investment aims to develop stay- and experience-based tourist attractions in each region by integrating tourism resources such as coastal and inland areas, and the Dadohae islands with culture and technology, creating a “KTourism Resort Belt.” Additionally, approximately KRW 10 billion (USD 7.6 million) will be invested over four years (2023–2026) in Geomundo, Maldo, Myeongdo, Bangchukdo, Baengnyeongdo, Ulleungdo, and Heuksando to develop them as “K-Tourism Islands.” The regional tourism promotion system will be strengthened. A new “Regional Tourism Strategy Meeting” will be established where 17 cities and provinces will discuss regional tourism promotion plans. Regional tourism councils in Gangwon, Chungcheong, Gyeongbuk, Gyeongnam, Honam, and other regions, involving airports, local governments, and industry stakeholders, will also operate to enhance the development and marketing of competitive regional products. We will support the discovery of tourism content that reflects regional characteristics to transform thewhole of Korea into a vast tourist destination. For each of the five major regions nationwide, representative food content will be identified toestablish the “K-Food Belt 30” and promote Korean gastronomic tourism internationally. Furthermore, potential cultural tourism festivals will be selected through a contest to be developed as “Global Festivals,” with support for an extended duration, securing one-stop transportation from airports to festival venues, and enhanced foreign language guidance. To address regional population decline, support for stay-over tourism will be strengthened. By the end of the year, a provisional “Digital Nomad Visa” will be introduced to facilitate workations, allowing domestic stays of 1–2 years. Additionally, the number of cities specializing in night tourism will increase from 7 to 10, including Tongyeong, Daejeon, and Busan. Reflecting the growing demand for outdoor activities, bicycle tourism and walking trips will be promoted through course development, improved guidance systems, and stamp tours. In particular, the “Korea Trail,” which opens in full this March, will be developed into a world-class walking trail resource, with plans for inviting famous trail completers from abroad for exchanges and launching national participation campaigns.

We will focus on developing high-end tourism by leveraging South Korea ’s competitive strengths, such as natural landscapes, traditional heritage, K-Culture, advanced industries, and safe living environments, to generate high added value. Healing, meditation, beauty, and spa are among the themes for designating Korea’s representative healing tourism destinations, supported by integrated branding and marketing. Additionally, to make full use of Korea’s renowned medical technology for medical tourism, we will ease the issuance of medical tourism visas and expand tailor-made medical tourism products for patients undergoing treatments like dermatology and cosmetic surgery, often followed by tourism activities. Strategic marketing will also be implemented in a total of 12 countries, including new additions such as

Vietnam, Thailand, the Philippines, and Canada. With the opening of a new complex resort in Incheon’s Yeongjongdo Island, equipped with a foreigner-exclusive casino, 5-star hotels, and a 15,000-seat performance hall, we will develop stay and transit tourism programs and package products utilizing the large performance hall to establish a hub for K-Pop concert tourism. Furthermore, we plan to establish the “5th International Meeting Industry Promotion Basic Plan (2024–2028)” in February to leap toward being “Asia’s No.1 International Meeting (MICE) Tourism Destination,” offering a blueprint for hosting and promoting international conferences. To restore the tourism industry heavily affected by COVID-19, we will expand the supply of the workforce and continue to pursue the improvement of the quality of Korean tourism.After piloting, we will develop and implement a plan to introduce the Employment Permit System (E-9) to the hotel and condo industry, and relax the criteria for the specific activity visa (E-7) for semi-professional staff (hotel reception clerks). We will also expand the “Youth Job Leap Encouragement Fund” support for the travel industry, allowing any employer with more than one insured person under employment insurance (previously five or more) to receive incentives foremploying youth, actively addressing the industry’s workforce shortage. To eradicate the recent social issue of overcharging, we will newly operate a “Public Participation Joint Inspection Team” and host a “Festival Food Fair Pricing Campaign” to improve the quality of services like accommodation, transportation, and food in major tourist areas. Additionally, a new“Fair Coexistence Center” will be established to support the travel industry with unfair trade complaints and legal consulting, and a continuous effort of self-regulation will be made through public-private cooperation and regular inspections.

Tags: south korea , Tourism , Tourist

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Tourism in South Korea

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How Has The Korean Wave Influenced Tourism In South Korea?

The Korean entertainment industry, with its dramas and chartbusting K-pop, has increased the cultural exportation of the brand ‘Korea’.

Before we dive into the effect of the Korean Wave on tourism, it’s important to understand what the wave is. The Korea Tourism Organization (2012) defines the Korean Wave as “a favorite phenomenon of Korean popular culture abroad”. The term was originally coined by the Chinese press in the 1990s when Korean dramas like ‘Jealousy’ (1993) and ‘What is Love All About?’ (1997) were first shown on China State Television. They gained an extensive audience and recognition and kickstarted the Korean Wave. Later, it spread to Japan through music. Thanks to the many bands such as BoA, Girls Generation, Super Junior, Big Bang, BTS, GOT7, and BlackPink, the Korean Wave exploded across not just Asia, but the world. Today, the term Korean Wave (Hallyu in Chinese) is synonymous with Korean culture, and its increased popularity and cultural impact, and includes everything from television, movies, music, and food, to sports. 

The Korean Wave spread like wildfire through different stages: In the 1990s, it swept across  Japan, China, and Taiwan; in the early 2000s, Hallyu went global with dramas being broadcast in the Middle East, Australia, and the American continent; and in 2020, K-pop bands like BTS sold out stadiums and topped international music charts. 

Impact On Tourism

The influence of the Korean Wave on international fans is something that cannot be ignored. But has this influence impacted the country’s outbound or inbound tourism? Some scholars argue that in 1962, South Korea was viewed as an unfavourable tourist destination. This was due to student riots and perceptions of political instability, further enhanced by overseas news media reports that showcased only the ongoing tensions between North and South Korea. However, this changed after the 1988 Seoul Olympics which allowed a larger audience to witness Korea differently. Tourism increased but the government did not fully recognise its potential until after further economic growth following co-hosting the 2002 soccer World Cup with Japan. 

Since the late 1990s, Hallyu tourism has trended across the globe and attracted more and more foreign fans to visit Korea. ‘Hallyu tourism’ refers to those foreigners who visit Hallyu tourist attractions due to the influence of this Korean wave. The cultural influences brought by the Korean Wave have proven to be an essential component of South Korean tourism. The wave brought Hallyu stars, which include Korean actors, pop stars, and athletes, to a world platform, and their popularity became an effective and profitable method to attract tourists. According to Martin Roll, the Hallyu effect has been tremendous, contributing to 0.2 percent of Korea’s GDP in 2004, amounting to approximately USD 1.87 billion. In 2019, Hallyu had an estimated USD 12.3 billion boost to the Korean economy.

How Has The Korean Wave Managed To Impact The Tourism Industry?

The government’s involvement:.

The Republic of Korea became a sought-after tourist destination both regionally and internationally since the Korean Wave or Hallyu started being used by the Korean government to increase its tourism efforts. The promotion of Hallyu stars by the government through various campaigns led to an increased desire to travel to Korea and increased attention to Korean culture. Whether it is SouthEast Asia or the world, the concept of the Korean Wave has increased the cultural exportation of the brand ‘Korea’ and increased the influx of tourists to Korea.  

Hallyu’s power to attract can be seen not only in Southeast Asia but across the world as well. It has led to K-pop/K-drama-based tours that take die-hard fans to the best K-pop/K-drama locations around the country. The Korean government, through its Ministry of Culture, Sports, and Tourism (MCST) has used the Korean Wave to not just increase tourism to South Korea but also to encourage the purchase of Korean cultural products, as well as national goods like Samsung and LG electronics. All of it leads to increased GDP. 

The worldwide interest started with K-pop performers such as Girls’ Generation, Super Junior, Big Bang, and Psy’s popularity. Their image transformed the social and cultural image of Korea. When once Korea was seen as politically unstable, it was now viewed as a place of wealth and opportunity due to the high fashion of these stars, their music, and their message. This interest in Korean culture also led to an avid interest in the Korean language, electronic items, fashion, beauty products, and cuisine. While Western culture has a certain amount of hegemony over the planet, it seemed South Korea wasn’t far behind.

Kpop Or Kdrama Locations

Various universities in South Korea were assigned to produce the next generation of directors, producers, and actors. Film studios were actively promoted by the government and additionally, budgets were allocated to creating agencies ( Hallyu agencies under the umbrella of South Korea’s Ministry of Culture, Sports and Tourism) that primarily focused on promoting tourism based on Korean culture and K-Drama locations such as movie sets and television sets as tourist destinations. Today while the government owns many of the media outlets, there are numerous private organisations, and the philosophy is no longer domestic-orientated but rather internationally focused and promoted. These departments focus on promoting the Korean Wave through avenues such as food, sports, or celebrity events. The government has also promoted and encouraged the Korean Broadcasting Commission (KBC) to visit international film festivals.

In 2019, Maria Teresa Ogando Barros in ‘The Hallyu Wave and Tourism in South Korea’ notes that South Korea accounted for a total of 17,502,623 international visitors due to the Hallyu Wave, a 14 percent increase as compared to 2018, and a tourism expenditure of US$28,855,400,000 was made during this year – an impact of Hallyu Wave. East Asia and the Pacific countries still make up for 83.1 percent of tourists visiting South Korea, with 34.4 percent of those being Chinese visitors (Korea Tourism Organisation). 

Fashion Tourism And Medical Tourism

Due to the Korean Wave, Seoul, the capital city of South Korea, became a global icon of fashion, beauty and culture. Fashion that was closely related to Hallyu idols, served as a promotional image of South Korea. So much so that many Hallyu fans began visiting Korea to look like their favourite pop stars or Hallyu stars. And because of that aspiration, medical tourism, particularly cosmetic surgery and the cosmetics industry were also directly affected by the Korean Wave. Dobo Shim in his paper ‘ Waxing the Korean Wave’, 2011 notes that Hallyu fans visit Korea to get plastic surgery to look like their idols. 

A Hybrid Of Different Cultures 

The Korean Wave includes Korean music and drama.  Korean music or the K-pop industry created a hybrid genre where they would mix American music styles and choreography with Hangul. An idol’s image was tailored to Western standards. The Korean Wave was therefore a mix of Asian and Western tastes. According to Howard K’s ‘Exploding Ballads: Due to the Transformation of Korean Pop Music’, “…more and more musicians appropriated foreign music styles”. 

The success of Kdrama culture is believed to be due to its apolitical nature and its adaptability to a majority of cultures. South Korean dramas have something for everyone. The dramas evolve with the audience, showing shifts in generational mindsets, and appealing more and more to an audience beyond South East Asia. Even ‘ Forbes’ notes that JTBC’s ‘Itaewon Class’ (2020), might not be the first drama to feature a transgender character in a positive light, but it might be the first one to celebrate a character’s transition. 

This adaptation has led to Kdrama’s increased popularity. According to Ulara Nakagawa’s article “Korea’s Hallyu Boom?” , a plethora of ‘fan clubs’ have sprung up around the world, not only to support their K-pop groups but also to work towards various causes. One of the more recent examples is how in June 2020 the BTS ‘Army’ raised over $1 million for the Black Lives Matter movement in just 25 hours .

Globalisation And New Technologies Helped

Of course, South Korea has used globalisation and digitalisation to promote its cultural media.  The Korea Creative Content Agency USA highlights that while globalisation was initially created through traditional media, it was new media that brought different means of mass communication using digital technology that globalised the Korean Wave. Having played this significant role in the continued growth of Hallyu, the internet and social networking services (SNS) further led to significant growth in tourism.

Government agencies such as the Ministry of Culture, Sports and Tourism (MCST) and the Korean National Tourism Organisation (KNTO) have regularly published news articles about Hallyu on their digital media websites and even produced in-depth reports on the popularity of Kdramas and Kpop. The ease of access of Kdrama or Kpop through various platforms enhanced the spread of Korean culture. What began with the airing of a television drama in China in the early 1990s, transformed into a global phenomenon within just two decades. 

Cancelling Out The Language Barrier

The digitalisation of the Korean Wave enabled access to Korean drama with subtitles, cutting language barriers. It encouraged people to take an interest in Korean culture and language, leading to the opening of Korean cultural centres in other countries. Korea Economic Institute Of America notes that the only language to experience significant growth in the United States over the last few years was Korean. The number of students studying Korean increased by 44.7 percent even as overall language enrollment decreased by 6.7 percent.

Tourism Promotions

Prominent actors, actresses, and K-pop stars are used by government agencies to promote Korea as a tourist destination and have allowed Korean businesses to break into regional markets. According to the Korean Culture and Content Agency’s ‘The Korean Wave. Entertaining more than half the world, the Korean Wave has improved Korean business access and profits both regionally and internationally. Tourism campaigns regularly feature K-pop idols. For example in 2018, eight members of EXO were made honorary ambassadors of Korean tourism. They were not just extremely popular, they also became a practical way to connect K-pop and tourism.

After Korean singer Psy’s ‘Gangnam Style’ became YouTube’s most-viewed video of all time in 2012, tourism officials posted a guide to the real Gangnam (one of Seoul’s most affluent areas). BTS under Big Hit Entertainment, has been strongly positioned as the main player for Hallyu. In  2018, Seoul launched seven advertisements with BTS, to amp up the appeal and tourist-friendly nature of Seoul.

Also Read: 9 K-pop/K-drama Locations You Must Visit If You’re A True Fan

Success And Failure?

While we can all agree that the Korean Wave has led to South Korea becoming the world’s leading exporter of popular culture, the wave’s influence has also drawn attention to the weaknesses within Korean society or the entertainment industry as a whole. 

Wage Gap Due To Gender 

Like many androcentric societies, even in South Korean society, gender inequality has been perpetuated and deepened by historical practices and traditions. In Korean society, hierarchical and patriarchal values go hand in hand, thus reinforcing gender norms. Even the K-pop idol industry contains elements that reinforce a sexist culture, all of which continue to be a big obstacle for women to pursue an equal opportunities in any industry. Many girl groups in K-pop or female stars are criticised more harshly than their male counterparts for the same behaviour.

It is no surprise that Korea has the biggest gender wage gap among OECD nations. According to a report by ‘Koreaboo’, Korea’s National Tax Service released shocking findings on the difference in income between male and female actors and singers: “In the entertainment industry, men made 9 million won ($ 7,605) more on average than their women counterparts. However, this disparity was not observed within the top 1 percent. As far as the music industry is concerned, male stars made an average of 53 million ($44,789) more than female stars. This disparity was true within the top 1 percent where male singers earned more than double their female counterparts.

Unnatural Standards Of Beauty

Korea’s unnatural standards of beauty can easily be seen in the kind of K-pop or Hallyu stars produced by the industry. While both male and female stars are subjected to the pressure of looking ‘young and physically attractive’, the female stars have specifically stricter standards and more limitations. They are expected to live up to all but impossible standards. There are many who say that Korea is a society obsessed with appearance when cosmetic-surgery clinics are ‘as many as convenient stores’. Hallyu culture cuts into the fabric of beauty perception and its influence on beauty standards. 

LGBTQ Representation

Another threat that concerns both the entertainment industry and South Korea as a tourism destination is the lack of LGBTQ+ rights and their representation in the industry. The Kdrama and Kpop industry hasn’t been very open about LGTQ+ rights because they are still not accepted in mainstream society in the country. In Korea, where same-sex marriage is still illegal, and most still hold onto conservative mindsets, those who struggle to find their sexual identity also feel the need to repress it. It could also appear as a drawback for attracting LGBTQ+ tourists. 

Lawsuits Against The Entertainment Companies

The K-pop industry has an extremely demanding nature. The recruitment practices, rigorous training system, and the continual pressure to be ‘perfect’—have led to many artists filing lawsuits against their own companies. At different training academies, many well-known entertainment agencies usually first recruit dozens of students, bind them in contracts that last up to 15 years or more, and train them so that they can become ‘global stars’. Decisions about their costumes, choreography, lines, and monthly evaluations are usually not up to the idols to make. The demanding nature of the industry has led to many issues with how trainees, idols, and actors are treated by their companies.

One of the biggest examples of these lawsuits is when the group B.A.P, which debuted in 2012, filed a lawsuit two years later against their company TS Entertainment. They reported many unfair terms in their contract. This lawsuit led to the South Korean government revising several contracts. The case became a massive reference in the industry. The lawsuits following this highlighted how the trainees or popstars were treated by the entertainment industry, and have in one way or another created a grim image of South Korea as a tourism destination.

Abuse And Mental Health

According to OECD Data , South Korea has the second-highest suicide rate among OECD countries. Indisputably, lack of attention to mental health is a growing problem in the country and the Hallyu industry. It’s unfortunately apparent in the spate of suicides involving K-pop stars in recent times. It is not uncommon for artists to go on a hiatus due to anxiety or depression, or even die by suicide. In 2017, Kim Jong-hyun, 27, a member of SHINee, died by suicide. In  2019, Jeon Mi Seon (actress), Sulli (actress and former member of f(x)), Goo Hara (actress and former member of KARA), and Cha In Ha (actor and member of Surprise U) also died by suicide.

Mental health issues are still taboo in South Korean society, therefore people either hide their issues or prefer not to get treated. Further, the mental health problems caused by various reasons, be it online abuse or unnecessary high standards of beauty, have created a negative image of the South Korean entertainment industry, and also led to a high percentage of people seeing South Korea as an undesirable country to visit.

Sex Scandals

Reports of sexual and other forms of abuse have plagued the South Korean entertainment industry for years. In March 2019, several male Kpop stars, including Seungri, a member of the boy group Big Bang, Choi Jong-hoon, a former member of FT Island, and singer-songwriter Jung Joon-young were implicated in a spycam sexual abuse scandal, also called the Burning Sun scandal. The successive accusations in the case not only highlighted sexual assault but also involved sex trafficking, secret and non-consensual filming, and video distribution of sexual acts, drug trade, rape, police corruption, and tax evasion in the industry. The case resulted in a huge investigation and re-opening of sex crime cases related to the entertainment industry. 

Also, the suicide of soap star Jang Ja-Yeon highlighted South Korea’s deep-rooted misogyny. These scandals, once again, lent to South Korea’s image of being an unsafe country for female residents and travellers.

BTS And Tourism

The best example that showcases the worldwide spread and rising relevance of South Korean media is the K-pop group Bangtan Sonyeondan or BTS. Their success appears to have improved Kpop’s image, raised the global recognition of Korean artists, and furthered interest in Korean culture. According to ‘ Business Insider ’, BTS increased South Korea’s popularity, contributing to a surge in tourism. Seemingly breaking all kinds of cultural barriers, their 2020 album Map of the Soul: 7 continues to dominate the world. 

Just last year, BTS’ World Tour ‘LOVE YOURSELF: SPEAK YOURSELF’ concluded in Seoul in October at the Seoul Olympic Stadium. According to a research study conducted by the Korean University professor Pyun Ju Hyun, the event drew around 187,000 tourists, of whom approximately 23,000 attended the concerts, and an average of 3 in 10 visitors went to Seoul. Soompi reports that this resulted in an increase in the average number of visitors in South Korea in 2019—approximately 87,000 more people than average.

In fact, according to a study by South Korea’s Ministry of Culture, Sports and Tourism and a government tourism institute BTS’s US-chart-topping single ‘Dynamite’ of 2020 was predicted to generate more than $1.4 billion for the South Korean economy and thousands of new jobs in the country. The study excluded foreign tourism due to the tight travel restrictions imposed by Seoul over the coronavirus pandemic. However, the ministry added, “If we include the projected tourism revenue down the road… we expect the economic impact to be stronger.”

How Can Hallyu And Tourism Work Together?

The Hallyu industry is a solid export product for the country and owns a stable foundation to develop a high-quality tourism industry. Strong government support and recognition of Hallyu could be a key element that can prove its power and relevance, and the likelihood of Hallyu tourism can be further developed annually. However, South Korean society and the Korean government have to work together, on the weaknesses mentioned above, especially the ingrained misogyny and gender inequality. These drawbacks paint a negative picture of the country and prevent female tourists from visiting. Also, legal actions must be introduced into the entertainment industry, to deter the recurrent issues arising from artists’ mistreatment, which not only goes against basic human rights but also feeds the controversial image of the entertainment industry.  The idea that Hallyu creates and affects South Korea’s image as a destination might be bound to subjective interpretation and personal preferences, but it is clear that Hallyu tourism is strongly related to globalisation. Therefore, the country should benefit from the fact that newer generations seem to be more open-minded and accepting of different cultures. Moreover, these newer generations seem to be more interested in themed travels and cultural experiences which are likely to increase the influx of tourists interested in film or music.

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WTTC research reveals Travel & Tourism sector’s contribution to South Korea’s GDP dropped by $33.3 billion in 2020

COVID-19 sparks a dramatic 45.5% collapse in the sector’s contribution to GDP 84,000 jobs lost, while many more remain protected by the job retention scheme However, the return of international travel this year could see GDP contribution rise sharply and jobs return WTTC recognises the government for its effectiveness in managing the crisis through the implementation of processes, policies, and protocols

London, UK: The World Travel & Tourism Council’s annual Economic Impact Report (EIR) today reveals the dramatic impact COVID-19 had on South Korea’s Travel & Tourism sector, wiping out $33.3 billion from the nation’s economy.

The annual EIR from the World Travel & Tourism Council (WTTC), which represents the global Travel & Tourism private sector, shows the sector’s contribution to GDP dropped a staggering 45.5%.

Travel & Tourism’s impact on the nation’s GDP fell from USD$73.2 billion (4.4%) in 2019, to USD$39.9 billion (2.4%), just 12 months later, in 2020.

The year of damaging travel restrictions which brought much of international travel to a grinding halt, resulted in the loss of 84,000 Travel & Tourism jobs across the country.

However, this number, while devastating to those affected, is much lower than many other countries globally and within the region. 

WTTC believes the true picture could have been significantly worse, if not for the government’s job retention scheme, the Universal Employment Insurance Roadmap, and the emergency relief stimulus payments, all of which offered a lifeline to thousands of businesses and workers. 

These job losses were felt across the entire Travel & Tourism ecosystem in the country, with SMEs, which make up eight out of 10 of all global businesses in the sector, particularly affected.

Furthermore, as one of the world’s most diverse sectors, the impact on women, youth and minorities was significant.

The number of those employed in the South Korean Travel & Tourism sector fell from nearly 1.4 million in 2019, to 1.3 million in 2020, a drop of 6.2%. However, again due to the government’s job retention scheme, this figure was significantly lower than the global average fall of 18.5%.

The report also revealed domestic visitor spending declined by 34%, and while international spending fared even worse due to more stringent travel restrictions, falling by 68%, only slightly better than the global average decline of almost 70%. 

Virginia Messina, Senior Vice President WTTC said: “The loss of 84,000 Travel & Tourism jobs in South Korea has had a terrible socio-economic impact, leaving huge numbers of people fearing for their future.

“However, we must applaud President Moon Jae-in for his incredible efforts. WTTC and its members would also like to thank Minister of Culture, Sports and Tourism Hwang Hee for his commitment to the private sector in its efforts to save Travel & Tourism.

“The government’s response to COVID-19 has been extremely good, managing the crisis through the implementation of robust processes, strong policies, and protocols.

”Building on its experience handling Middle East Respiratory Syndrome (MERS), South Korea was able to flatten the epidemic curve very quickly, without closing businesses, issuing stay at home orders, or implementing many of the stricter measures adopted by other countries until late 2020. 

“Furthermore, it developed clear guidelines for the public, conducting comprehensive testing and contact tracing, and supported people in quarantine to make compliance easier. The easing of quarantine rules for vaccinated travellers is certainly a step in the right direction.

“WTTC believes that if restrictions on travel are relaxed before the busy holiday season, alongside a clear roadmap for increased mobility and a comprehensive testing on departure scheme in place, the 84,000 jobs lost in South Korea could return later this year."

WTTC research shows that if mobility and international travel resume by June, the sector’s contribution to global GDP could rise sharply in 2021, by 48.5%, year-on-year.

The global tourism body believes the key to unlocking safe international travel can be achieved through a clear and science-based framework to include rapid testing before departure, as well as enhanced health and hygiene protocols, including mandatory mask wearing, alongside the vaccine rollout. These measures will be the foundation to build the recovery of the many millions of jobs lost due to the pandemic.

It would also reduce the terrible social implications these losses have had on communities reliant on Travel & Tourism and upon ordinary people who have been isolated by COVID-19 restrictions.

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South Korea Tourism Market

A Detailed Analysis of the South Korea Tourism Market by Sustainable, Medical, Sports, Cultural, Culinary, Faith, Wellness, and Others

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South Korea Tourism Market Outlook (2023 to 2033)

As per newly released data by Future Market Insights (FMI), the South Korea tourism market is estimated at US$ 35.8 million in 2023 and is projected to reach US$ 77.9 million by 2033, at a CAGR of 8.10% from 2023 to 2033.

In Korea, tourism is a key factor in economic expansion. Opportunities in the Korea tourism market are still plentiful. More diverse travel experiences and social media optimization are on the rise as growth trends.

With Hong Kong, Taiwan, and Singapore, South Korea was one of the ‘Four Dragons of Asia’ and had tremendous growth starting in the 1970s. An increase in tourism has accompanied this economic boom.

It constantly ranks among the most popular and in-demand travel destinations on the planet. A cultural phenomenon known as 'Hallyu,' or the 'Korean wave,' is what drives the demand for South Korea tourism.

The fashion was originally seen in TV dramas and stage performances by K-Pop performers, and it afterward made an appearance in the technology, food, and cosmetics industries.

The resurgence of the tourism industry is primarily being supported by the entertainment industry. The Korean Hallyu, as was already said, is a significant contributor to the South Korea tourism industry.

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What are the Drivers of the South Korea Tourism Industry?

The younger generation in South Korea is likely to research vacation possibilities using online social media platforms and sources. Due to more lenient international travel laws and visa restrictions, the South Korea tourism industry size is expected to expand during the forecast period.

Moreover, with rising interest in seeing new places, enhanced air connectivity, rising earnings, and government programs that have given South Koreans more free time, travelers from South Korea increasingly prefer to travel overseas.

Several South Korea's tourists come from neighboring countries, including Hong Kong, Japan, China, and Taiwan. The primary source of tourism in South Korea is the so-called ‘Korean Wave.’

Furthermore, in the late 1990s, Korean pop culture experienced a dramatic rise in popularity worldwide. Korea's dramas, TV shows, and pop music evolved from being a regional fad to a global phenomenon.

This was especially noticeable in the neighboring nations, and it even prompted the Korean government to promote the demand for South Korea tourism by providing subsidies or startup capital.

The declared goal is to displace the United States from the top spot it has held for nearly a century by making the nation a leading exporter of culture alongside British and Japanese culture.

What are the Key Trends in the South Korea Tourism Market?

Expanding Entertainment Industry

Korea's culture, music, and films have been known as Hallyu, to which K-pop and K-drama have been added. Travelers' increasing preference for working abroad due to more flexible international travel requirements and visas, travelers' growing interest in discovering new places, improved air connectivity, and rising incomes.

Government Initiatives

Government initiatives that have given South Koreans more free time all contributed to South Korea's rapid growth in outbound tourism. Famous spots for food and drink influence South Korean respondents' decision-making when selecting a holiday spot.

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What Factors Restrain the South Korea Tourism Industry?

Due to a few factors, it can be difficult to promote South Korea's tourism market, which has tremendous potential, to the rest of the world. Political tensions spurred on by unsolved problems with neighbors like North Korea, China, and Japan have made this region a potential hot spot that could suddenly erupt.

It is expected to be highly rare for tourists from outside of East Asia to travel to South Korea amid unrest, as safety and security are of the utmost priority. Even countries that the government disagrees with politically may face restrictions on travel to and from their territory. This can be especially challenging, as several tourists are locals.

A Cultural Boost is Helping the South Korea Tourism Industry Grow

South Korea is one of the most attractive countries, and it is likely to continue to draw more tourists over the projection period owing to its picturesque beaches, islands, lovely seasons, culture, food, and many other features.

South Korea is renowned throughout the world for its dynamic music scene. K-pop is not just a style of music. It is also an element of Korean culture that has captivated audiences throughout Asia and the rest of the world. Numerous skincare and cosmetics companies with the most cutting-edge and futuristic items on the market can be found in South Korea.

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Comparative View of the South Korea Tourism Market

South Korea Tourism Market:

Virtual Tourism Market:

Mexico Sustainable Tourism Market:

Category-wise Insights

Which type of tourist is more prominent in the south korea tourism market.

Domestic Tourism is the Most Prominent Tourist Type in South Korea tourism

A lot of the profit made by the South Korea tourism business comes from domestic travel. Due to the nation's extensive train and bus network, a large part of the country can be reached in one day or less from any leading city.

In Korea, domestic tourists are increasing. The amount of people that travel within the country, including on day excursions, is encouraging the demand for South Korea Tourism.

Which Age Group Is Contributing More to The South Korea Tourism Industry?

South Korea tourism is continuing to be quite popular among people aged 35 to 49

Due to their propensity for attraction, readiness for travel, and desire to explore, people in the 35 to 49 age range make up the majority of South Koreans who go on vacation.

What Type is More Preferred in the South Korea Tourism Industry?

People in the South Korea Tourism Market Usually prefer package travel.

The main reason tourists opt for packaged travel is the cost savings compared to booking individual flights. The lodging, transportation, and site entrance fees are all included in package travel, with significant savings and promotions.

What Type of Booking Channel is the Most Prominent in the South Korea Tourism Market?

Online Booking is More Preferred by Tourists

Tourists prefer to book online or use a mobile application platform. This is to offer hassle-free digital payment transfer, enhanced security, and live tracking. Furthermore, the number of Korean customers purchasing trips on their mobile devices keeps growing and is increasingly common.

Online booking is becoming an increasingly widespread approach worldwide. Travelers use the internet to search, compare, and analyze information regarding vacation spots, accommodations, restaurants, and more.

How Are Start-ups Performing in The South Korea Tourism Market?

Start-ups are encroaching on the South Korea tourism market due to the abundance of lucrative opportunities there. Digitalization and technological development support the South Korea tourism market.

Some Recent Start-ups Contributing to the South Korea Tourism Industry Share Are

The South Korea internet travel agency Waug.com offers a variety of trips and activities. The platform allows users to search, look up availability, compare costs, and book trips and activities. Extreme sports, trips to theme parks and museums, and other activities are all covered online with platform payments available.

A platform for booking vacation packages is offered by Extriber. Provides ‘TripStore,’ an app-based marketplace that enables customers to browse, assess, and reserve travel arrangements from a variety of affiliated travel agents and tour operators. The trip packages can be picked out based on their budget, places, and length of stay and grouped based on themes and preferences.

Users may find, evaluate, and reserve vacation packages from a variety of partner travel agencies and tour operators using the app-based Tripstore platform.

How Competition Influences the South Korea Tourism Industry?

South Korea tourism market players seek strategic alliances and partnerships with other tour operators or travel agencies to broaden their service offerings and draw more tourists.

Recent Developments

• South Korea travel tech start-up Yanolja has acquired a 70% stake in a listed South Korea e-commerce pioneer, Interpark for about US$ 250 million. The firm aims to use the acquisition to advance further in the overseas tourism industry.
• ‘Feel the Rhythm of Korea,’ a collection of eight videos that highlight the traditional and contemporary aspects of ten different Korean tourist destinations, has amassed 161 million views on YouTube and is still growing. This may make it the most successful single global tourism recovery campaign to be launched since the pandemic.
• In June 2023, Korea Tourism Organization (KTO) introduced a special K-incentive Scheme to ramp up the sales of Korea tour & travel packages in the market. The new initiative is aimed at travel agencies throughout India. The main benefit of this scheme includes offering travel agents prizes worth US$ 30 for every passenger. Along with this, simple, quick, and hassle-free tour visas are also expected to be arranged for visitors to Korea from June to December 2023.

Key players

• G Adventures
• The Dragon Trip
• Intrepid Travel
• On-the-go Tours
• Exodus Travels
• Travel Marvel
• TNT Korea Travel
• Korea Private Tours
• Thomas Cook
• Koryo Tours

Scope of Report

South korea tourism market by category, by tourism type:.

• Sustainable

By Booking Channel:

• Phone Booking
• Online Booking
• In-Person Booking

By Tourist Type:

• International

By Tour Type:

• Independent Traveler
• Package Traveler

Consumer Orientation:

By age group:.

• 15 to 25 Years
• 26 to 35 Years
• 36 to 45 Years
• 46 to 55 Years
• 66 to 75 Years
• EA (East Asia)

Frequently Asked Questions

What is the growth potential of this market.

The growth potential of this market is 8.10% through 2033

Which Age Group Is contributing more to the South Korea Tourism Industry?

South Korea tourism remains favored by ages 35-49.

What Limits the Growth Potential of the Market?

Unresolved issues with North Korea, China, and Japan makes potential volatile hotspot and limits growth.

Which Product Type is preferred in the South Korea Tourism Industry?

Packaged travel is preferred in the South Korea tourism industry.

What drives sales of this market?

South Korea's tourism industry is set to grow with relaxed travel laws and visa rules.

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Travel & Tourism in South Korea (2023)

Unlock hidden opportunities in the Travel and Tourism industry

Published: May 23, 2024 Report Code: GDTTCS-22-48-MP-L5

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Table of Contents

Methodology.

Discover untapped potential in the Travel & Tourism industry with our Travel & Tourism in South Korea (2023) report and make more profitable business decisions.

GlobalData’s country series report titled ‘Travel & Tourism in South Korea (2023)’ provides a wealth of key data for the travel & tourism sector in South Korea. The data in this report includes demands & flows data on domestic travel, international arrivals and departures. Additionally, data is provided on traveler spending patterns, the airlines, hotels, car rental, and travel intermediaries sectors. The report also identifies the key themes impacting the tourism industry.

In 2022, South Korea welcomed 2.72 million international arrivals. The country also saw 4.86 million international departures over the same period. This report is based on data from databases compiled by GlobalData’s team of industry experts.

• Assess and seize new business opportunities in the current landscape of South Korea’s travel and tourism sector.
• Future-proof your strategies by utilising historical and projected performance data from specific market segments that shape the industry.
• Effectively plan and allocate resources in response to evolving tourism behaviours, fostering sustainable growth.

Reasons to Buy

Uncover comprehensive data on the patterns and trends of travel within South Korea. Dive into information related to travel destinations, purposes, and preferences of domestic tourists.

Capitalise on business opportunities by understanding how travellers allocate their expenditures based on their spending habits on accommodation, transportation, food, and other expenses.

Access data on inbound tourists arriving in South Korea and outbound trips made by residents. This section includes popular destinations, factors driving these travel trends, and visitor demographics.

Understand occupancy rates for hotels, load factors for airlines, car rental trends, and the role of travel intermediaries in facilitating bookings and reservations.

Identify opportunities within the market and tailor your strategies to target specific customer groups in the travel and tourism industry of South Korea.

Leverage historical and projected performance data to gauge the trajectory of the industry. Study how it has evolved over time and determine what can be expected in the future to enhance your strategies.

Key Players

Definitions & Research Methodology

Frequently asked questions

All the above details are then collated to build the end deliverable in an easy to consume format.

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Japan's growing tourism finds new destination in regions, suburbs

JTB, Airbnb and Muji expand offerings beyond Tokyo, Osaka, Kyoto

TOKYO -- As more foreign tourists visit Japan, partly drawn by the weak yen, directing them beyond large cities and famous destinations, such as Tokyo, Osaka and Kyoto, is becoming the focus of the nation's tourism sector.

Japanese travel agency JTB has expanded its inbound travel route offerings to less-known destinations such as Kanazawa since Japan reopened its border in 2022. This year, the company opened new routes to Tohoku and Hokkaido in northern Japan.

The benefits and burdens of tourism in Japan

Airbnb ceo says asia-pacific has 'greatest growth potential', from kyoto to kamakura, japan braces for new surge in overtourism, despite japan travel boom, jal and ana see different earnings paths, airbnb looks to convert japan's empty homes into tourist lodgings, muji brand owner woos travelers with renovated japanese houses, gastronomy becomes key draw for high-end travelers to japan, airbnb co-founder sees private rentals easing japan's hotel crunch, thinking small: japan lures tourists away from big cities, latest on travel & leisure, hyatt hotels to launch japanese-style ryokan with hot springs, japan travel agencies slump as weak yen hits overseas tourism, china hotel chain h world begins foray into thailand, sponsored content, about sponsored content this content was commissioned by nikkei's global business bureau..

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Tourism industry in South Korea

Statistics report about the tourism industry in South Korea

This report contains statistical information regarding the tourism industry in South Korea. It provides an overview over visitor numbers, the economic impact, the lodging industry as well as domestic travel. The report also dives into the ongoing impact of the coronavirus (COVID-19) on tourism in South Korea.

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Table of contents.

• Premium Statistic Tourism receipts in South Korea 2012-2022
• Premium Statistic Tourism balance South Korea 1995-2023
• Premium Statistic Number of tourism-related establishments South Korea 2016-2022
• Premium Statistic Number of visitor arrivals in South Korea 2000-2023
• Premium Statistic Number of visitors to South Korea 2023, by age group
• Premium Statistic Reasons why tourists chose to visit South Korea in 2022

Economic impact

• Premium Forecast Absolute economic contribution of tourism in South Korea 2014-2029
• Premium Forecast Share of the GDP of the tourism sector in South Korea 2013-2028
• Premium Statistic Number travel agencies and reservation service establishments South Korea 2011-2020
• Premium Statistic Number of employees tourism sector South Korea 2012-2022
• Premium Statistic Number of employees tourism sector South Korea 2022, by business type

Lodging industry

• Premium Statistic Number of employees in hotels and similar establishments South Korea 2011-2020
• Premium Statistic Amount of stays in lodgings during domestic travel South Korea 2022, by type
• Premium Statistic Travel time period using domestic lodgings South Korea 2022
• Premium Statistic Share of accommodations used during domestic travel South Korea 2022, by province
• Premium Statistic Most preferred tourist lodgings information channels South Korea 2022

Travel expenses

• Premium Statistic Average expenditure per capita of tourists in South Korea 2012-2022
• Premium Statistic Average expenditure per capita of tourists from South Korea 2013-2023
• Premium Statistic Distribution of tourist spending South Korea 2022, by item
• Premium Statistic Average travel expense of tourists to South Korea in 2022, by origin
• Premium Statistic Average daily travel expense of tourists to South Korea in 2022, by origin

Ongoing impact of COVID-19

• Basic Statistic COVID-19: job loss in travel and tourism worldwide 2020-2022, by country
• Premium Statistic Share of people planning to travel abroad this year during COVID-19 South Korea 2022
• Premium Statistic Reasons for planning to travel abroad this year during COVID-19 South Korea 2022
• Premium Statistic Reasons for not traveling abroad this year during COVID-19 South Korea 2022
• Premium Statistic Regions to travel to this year during COVID-19 South Korea 2022

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• Premium Statistic Average monthly travel industry salary in Russia 2014-2022
• Premium Statistic Travel industry organizations distribution in Russia 2022, by segment
• Premium Statistic Travel industry revenue distribution in Russia 2022, by segment
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• Premium Statistic Travel industry ad spend in the U.S. 2020-2022

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Hospitality & Tourism  Job Market in South Korea  for International Citizens

Job Opportunities: The hospitality and tourism industry in South Korea offers a wide range of job opportunities, including hotel management, front desk operations, food and beverage services, event planning, tour guiding, travel agency operations, and more.

Language Requirements: Proficiency in the Korean language is an advantage when working in the hospitality and tourism industry in South Korea. While some positions may require fluency in Korean, there are also opportunities for English-speaking individuals, especially in international hotels, resorts, and travel agencies.

Qualifications and Experience: The qualifications and experience required for hospitality and tourism jobs in South Korea vary depending on the specific position. Entry-level roles may have fewer requirements, while managerial or specialized positions may require relevant education, certifications, and work experience in the industry.

Work Visa: International citizens interested in working in the hospitality and tourism industry in South Korea will need to obtain an appropriate work visa. The specific visa requirements can vary based on the job position and individual circumstances. It is advisable to consult with the South Korean embassy or consulate in your home country for detailed information on work visa requirements.

Job Search Platforms: There are several job search platforms and websites that cater to hospitality and tourism jobs in South Korea. Some popular platforms include WorknPlay, Korea Tourism Organization (KTO) website, and LinkedIn. Additionally, networking within the industry and attending job fairs or industry events can also be helpful in finding job opportunities.

Seasonal Demand: The hospitality and tourism industry in South Korea experiences seasonal fluctuations in demand. Summer and winter seasons are typically busy with tourists, while spring and autumn can be relatively quieter. International citizens may find more job opportunities during peak tourist seasons.

Cultural Understanding: Having a good understanding of Korean culture and customs can be beneficial when working in the hospitality and tourism industry in South Korea. It helps to provide excellent customer service and create a positive experience for guests from different cultural backgrounds.

Professionalism and Customer Service Skills : The hospitality and tourism industry places high importance on professionalism, excellent customer service, and attention to detail. Highlighting these skills in your CV or resume and during interviews can enhance your chances of securing a job in the industry.

Career Progression: The hospitality and tourism industry in South Korea offers opportunities for career progression and development. Individuals with relevant experience and skills can advance to managerial or executive positions within hotels, resorts, travel agencies, or other tourism-related organizations.

Language and Cultural Training: Consider enhancing your language skills and cultural knowledge through language courses or cultural training programs. This can help you better adapt to the working environment and communicate effectively with colleagues and customers.

Average Salary of Hospitality & Tourism  Industry in South Korea 

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Job Eligibility to Work in Hospitality & Tourism  Industry in South Korea for International Job Applicants

Work Visa: You will need a valid work visa to legally work in South Korea. The type of visa required depends on the nature and duration of your employment. You should consult with the South Korean embassy or consulate in your home country to determine the specific visa requirements for your situation.

Education and Qualifications: Many positions in the hospitality and tourism industry require specific educational qualifications or certifications. For example, hotel management roles may require a degree in hospitality management or a related field. Tour guide positions may require certification or training in tour guiding. It's important to research the specific job requirements and ensure you meet the educational and qualification criteria.

Language Proficiency: Proficiency in the Korean language is often preferred, especially for customer-facing roles. However, some international hotels and tourist destinations may also require proficiency in English or other foreign languages, depending on the target clientele. Demonstrating strong language skills through certifications or previous work experience can enhance your eligibility.

Experience: Relevant work experience is highly valued in the hospitality and tourism industry. Employers may prefer candidates with prior experience in similar roles or in the specific sector of the industry they operate in. It's important to highlight your relevant experience in your resume and during interviews.

Cultural Adaptability: Working in the hospitality and tourism industry often involves interacting with people from diverse backgrounds. Employers may look for candidates who demonstrate cultural sensitivity, adaptability, and excellent interpersonal skills. Having experience working in multicultural environments can be advantageous.

Age Limitations: Some positions in the hospitality and tourism industry, such as tour guide or youth hostel staff, may have age limitations. These restrictions are usually in place to comply with specific regulations or industry standards. It's important to check if there are any age limitations for the position you are interested in.

General Roles and Responsibilities in Hospitality & Tourism  Jobs in South Korea 

General job eligibility to work in hospitality & tourism  industry in south korea .

Hospitality & Tourism Jobs in UAE

Experience Required to work in Hospitality & Tourism  Industry in South Korea

Education: While a formal education may not always be a strict requirement, having a degree related to hospitality, tourism, hotel management, or a related field can be advantageous. Degrees such as a Bachelor's or Master's in Hospitality Management, Tourism, or Business Administration can provide a solid foundation of knowledge and skills.

Language Proficiency: Proficiency in the Korean language is highly beneficial for working in the South Korean hospitality and tourism industry, as it allows effective communication with local staff and customers. Many job postings may require fluency in Korean, especially for positions involving guest services or front-line interactions.

Customer Service Skills: Strong customer service skills are essential for success in the industry. Experience in a customer-facing role, such as working in hotels, restaurants, or travel agencies, can be valuable. Employers often look for candidates who are friendly, empathetic, and have excellent interpersonal and communication skills.

Industry-specific Experience: Having relevant experience in the hospitality or tourism sector is advantageous. This could include previous work in hotels, resorts, airlines, travel agencies, event management, or other related fields. Demonstrating an understanding of industry practices, procedures, and trends can give you a competitive edge.

Cultural Awareness: South Korea has its own unique cultural norms and customs. Familiarity with Korean culture, etiquette, and business practices can be beneficial in creating positive interactions with local staff and guests. Experience working in a multicultural environment or previous exposure to Korean culture can be helpful.

Technical Skills: Depending on the specific role, proficiency in computer systems, reservation software, point-of-sale systems, or other technology used in the industry may be required. For example, proficiency in using hotel management software or experience with digital marketing tools can be advantageous.

Flexibility and Adaptability: The hospitality and tourism industry often requires employees to work irregular hours, including evenings, weekends, and holidays. Being flexible and adaptable to changing schedules and demanding work environments is crucial.

Top Hiring Companies in South Korea to International Candidates in Hospitality & Tourism  Industry

Lotte Hotels & Resorts: Lotte Hotels & Resorts is a leading hotel chain in South Korea, known for its luxurious accommodations and excellent service. They have multiple properties across the country, including Seoul, Busan, Jeju, and other major cities.

Shilla Hotels & Resorts: Shilla Hotels & Resorts is another renowned hotel brand in South Korea. They operate upscale hotels and resorts, including The Shilla Seoul, which is one of the most prestigious hotels in the country.

AccorHotels: AccorHotels is a global hospitality company with a strong presence in South Korea. They manage a wide range of hotel brands, including Novotel, ibis, Pullman, and Grand Mercure. AccorHotels operates properties in various cities across the country.

InterContinental Hotels Group (IHG): IHG is a multinational hospitality company that operates several well-known hotel brands, including InterContinental, Holiday Inn, and Crowne Plaza. They have properties in major cities in South Korea.

Hilton Hotels & Resorts: Hilton is a globally recognized hotel brand with a presence in South Korea. They operate luxury and upscale hotels in cities such as Seoul, Busan, Incheon, and Gyeongju.

Marriott International: Marriott International is a leading hotel company that manages various brands, including Marriott Hotels, JW Marriott, Sheraton, and Westin. They have a significant presence in South Korea, particularly in Seoul.

Korean Air: While primarily an airline, Korean Air also offers hospitality and customer service positions. They provide opportunities in inflight services, ground services, and other areas related to the travel and tourism industry.

CV and Resume Format to apply for the Hospitality & Tourism  Jobs in South Korea

Header: Start your CV/resume with a header section that includes your full name, contact information (phone number, email address), and optionally, your LinkedIn profile or professional website.

Personal Statement/Objective: Write a concise personal statement or objective that summarizes your career goals and highlights your passion for the hospitality and tourism industry. Tailor this section to emphasize why you are interested in working in South Korea specifically.

Education: List your educational background in reverse chronological order. Include the name of the institution, degree earned, field of study, and graduation date. If you have relevant certifications or specialized training, such as language courses or hospitality-related courses, mention them here as well.

Work Experience: Highlight your relevant work experience, emphasizing positions that demonstrate your skills in customer service, hospitality, tourism, or related fields. Include the following details for each position:

• Company name and location
• Employment dates (month/year)
• Key responsibilities and achievements
• Emphasize your customer service skills, leadership abilities, problem-solving capabilities, and any notable accomplishments.

Skills: Create a dedicated section to showcase your relevant skills. Include both hard skills (such as language proficiency, computer software proficiency, or specific hospitality software knowledge) and soft skills (such as communication, teamwork, adaptability, and attention to detail). Tailor your skills section to align with the requirements mentioned in the job description.

Language Proficiency: Given the importance of language proficiency in South Korea, include a separate section to highlight your language skills. Specify your level of proficiency in Korean and any other relevant languages, such as English or other languages commonly used in the hospitality industry.

Additional Sections (optional): Consider including additional sections that are relevant to the position or industry, such as:

• Professional affiliations or memberships in hospitality organizations.
• Awards, honors, or scholarships received.
• Volunteer work or community involvement related to hospitality or tourism.
• Any relevant hobbies or interests that demonstrate your passion or expertise.

References: End your CV/resume with a note stating that references are available upon request. Be prepared to provide references if requested during the application process.

Step by Step about How to apply for Hospitality & Tourism  Jobs in South Korea

Research the Job Market: Start by researching the hospitality and tourism industry in South Korea. Learn about the popular destinations, major hotel chains, travel agencies, and other relevant companies operating in the country. Identify the positions that align with your skills, experience, and interests.

Update Your CV/Resume: Review and update your CV/resume to highlight your relevant qualifications, skills, and experiences. Tailor it to match the requirements mentioned in the job descriptions of the positions you're interested in. Consider using the suggested CV/resume format mentioned earlier for guidance.

Identify Job Opportunities: Look for job opportunities through various channels. Here are a few options:

• Visit the career pages of major hospitality companies in South Korea, such as Lotte Hotels & Resorts, Shilla Hotels & Resorts, AccorHotels, and Marriott International.
• Check job portals and recruitment websites that specialize in hospitality and tourism jobs in South Korea. Some popular platforms include JobKorea ( www.jobkorea.co.kr ) and Saramin ( www.saramin.co.kr ).
• Network with professionals in the industry, join relevant online communities, and attend industry events to learn about potential job openings.

Submit Applications: Once you find suitable job openings, carefully review the job descriptions and application requirements. Prepare the necessary documents, which typically include your CV/resume and a cover letter. Write a tailored cover letter highlighting your qualifications and explaining your interest in the specific position and the South Korean hospitality and tourism industry.

Submit Online Applications: Most companies and job portals in South Korea have an online application system. Visit the company's website or the job portal, create an account if required, and complete the application form. Attach your CV/resume and cover letter as specified. Double-check all the information before submitting the application.

Follow Up: After submitting your application, it's a good practice to follow up with the employer. You can send a polite email to express your continued interest in the position and inquire about the status of your application. However, avoid being too persistent or impatient.

Prepare for Interviews: If your application is shortlisted, you may be invited for an interview. Research common interview questions in the hospitality and tourism industry and prepare your responses. Also, familiarize yourself with the company and its values to demonstrate your interest and knowledge during the interview.

Attend Interviews: Attend interviews in person if you are already in South Korea or via video conference if you are applying from abroad. Dress professionally, be punctual, and present yourself confidently. During the interview, showcase your relevant skills, experiences, and enthusiasm for the industry.

Visa and Work Permit: I f you are offered a job and you are not a Korean citizen, you will need to obtain a work visa and permit. Your employer will guide you through the necessary steps and provide the required documentation. It's essential to understand the visa requirements and begin the application process in a timely manner.

Acceptance and Contract Signing: If you receive a job offer and are satisfied with the terms and conditions, formally accept the offer. Review the employment contract carefully before signing, ensuring that you understand all the terms, including salary, benefits, working hours, and other relevant details.

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China's premier hails 'new beginning' with US-allied South Korea, Japan

S EOUL:Chinese Premier Li Qiang praised what he called a restart in relations with Japan and South Korea as he met their leaders for the first three-way talks in four years on Monday, agreeing to revive trade and security dialogues hampered by global tensions.

The Chinese premier met South Korean President Yoon Suk Yeol and Japanese Prime Minister Fumio Kishida in Seoul with efforts to revitalise three-party free trade agreement negotiations, stalled since 2019, high on the agenda.

As the summit opened, Li said the meeting was “both a restart and a new beginning” and called for the comprehensive resumption of cooperation between East Asia’s economic powerhouses.

But for this to happen politics should be separated from economic and trade issues, he added, calling for an end to protectionism and the decoupling of supply chains.

“For China, South Korea, and Japan, our close ties will not change, the spirit of cooperation achieved through crisis response will not change and our mission to safeguard regional peace and stability will not change,” Li said.

The meeting itself was seen as a mark of progress for three countries whose relations are marked as much by suspicion and rancour as by constructive engagement.

“The trilateral summit is more about reducing frictions than reshaping geopolitics,” said Leif-Eric Easley, a professor at Ewha University in Seoul.

China and U.S.-allied South Korea and Japan are trying to manage mutual distrust amid the rivalry between Beijing and Washington, tensions over democratically ruled Taiwan, which China claims as its own, and North Korea’s nuclear programme.

Yoon and Kishida have charted a closer course with each other and to Washington, embarking on unprecedented three-way cooperation with the United States on military and other measures.

U.S. President Joe Biden has raised barriers to Chinese imports, hiking tariffs on an array of Chinese imports including electric vehicle (EV) batteries and computer chips. Donald Trump, his rival in the November presidential election, has floated tariffs of 60% or higher on all Chinese goods.

“We need to promote multipolarity in the world and oppose the formation of blocs or camps,” Li said.

BOOSTING COOPERATION

A joint declaration released after the meeting called for China, Japan, and South Korea to formalise regular communication at the highest levels, and collaborate on climate change, conservation, health, trade and international peace, among other areas.

The declaration set a goal of boosting the number of people-to-people exchanges to 40 million by 2030 through exchanges in culture, tourism and education.

The leaders also issued separate joint statements on pandemic preparation and intellectual property protection.

On North Korea, Yoon and Kishida called on Pyongyang not to carry out a planned rocket launch carrying a space satellite, which they say uses ballistic missile technology banned by United Nations Security Council resolutions.

North Korea ignored those calls and attempted to launch a satellite on Monday, but said it ended in failure when a newly developed rocket engine exploded in flight.

Li called for all parties to practice restraint and prevent further complication of the situation on the Korean peninsula, but did not mention the satellite. China is North Korea’s only military ally, its largest trade partner, and along with Russia, has called for U.N. sanctions on North Korea to be eased.

North Korea condemned the three countries for committing to denuclearise the Korean peninsula, describing their joint declaration as a “grave political provocation” that violates its sovereignty.

TRADE RELATIONS

The increasingly competitive trade relationship between China, South Korea and Japan has been further tested by U.S. calls for its allies to shift their supply chains for key products, such as semiconductors, away from China.

Yoon said the leaders agreed to build a transparent and predictable trade and supply chain environment, but did not elaborate.

The leaders also attended a forum with top business executives from the three countries who noted that cooperation had not reached its potential due to the global challenges, but agreed that industry would work together to support trade and stabilise supply chains.

“Relations would advance further if China allows better access for Japanese and Korean diplomats in Beijing and improves the business environment for foreign companies,” Easley said.

At their last FTA negotiation in November 2019, the three countries agreed on liberalisation at a level higher than the Regional Comprehensive Economic partnership (RCEP), of which they are all members, encompassing areas from trade of goods and services to investment, customs, competition and e-commerce.

(Writing by Josh Smith; Additional reporting by Heekyong Yang, Ju-min Park, and Jihoon Lee in Seoul, Ethan Wang and Ryan Woo in Beijing and Sakura Murakami and Nobuhiro Kobo in Tokyo; Editing by Stephen Coates, Michael Perry, William Maclean)

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