Tourism in South Korea ended 2025 on a high note, with international tourists reaching an all-time high of 18.7 million, over a million more than the previous high of 17.5 million in 2019.
The country’s inbound tourism growth was also supported by temporary visa-free entry for Chinese group tourists and extended group visa fee waivers for key Asian markets.
Tourists who visited South Korea in 2025 moved beyond the capital, with regional airports like Gimhae, Daegu, and Jeju recording year-on-year increases in arrivals.
The figure is not just a sign of post-pandemic tourism recovery, but a new benchmark driven by the popularity of K-culture.
Where are the visitors coming from?
While visitors from China saw a notable increase, Japanese tourist numbers hit a 13-year high of 3.61 million, with Taiwan and the US remaining major tourism contributors.
The primary tourism drivers are sustained global interest in K-pop and K-drama, followed by shopping and lifestyle experiences in major cities – cafe hopping in Seoul, coastal views of Busan, or trekking in Jeju – which encourage longer stays.
Another top driver is, medical tourism, specifically in the area of aesthetic treatments.
The outlook for 2026
Despite higher visitor volumes, the destination reported lower average spending per tourist and shorter lengths of stay in 2025. This underscores a need for developing higher-value and experience-centric tourism going into 2026.
The Korea Tourism Organisation (KTO) unveiled “D.U.A.L.I.S.M.” as the theme for 2026. This acronym comes from an extensive three-year study of mobile and spending data, which revealed that modern travellers are moving away from "one-size-fits-all" tours. They want "dual" experiences that balance high-tech digital convenience with authentic local life.
There is a shift toward ethical and regenerative travel. With global climate awareness rising, more visitors are more conscious about environmental impact. This has fuelled a surge in "hyper-local" exploration, where tourists treat neighbourhood spots, like decades-old shops and community markets, as cultural treasures.
The government is rolling out AI-powered assistants designed to help travellers navigate these contrasting experiences. These tools will act as digital guides for a “dual-experience" itinerary.
Seo Young-chung, acting head of the KTO, echoed the sentiment. “Revitalising local tourism is our unfinished task,” he said. “We will actively discover and promote regional content so that more global visitors can experience the unique charm and diversity across the country.”