Record Number of Foreign Visitors Propel South Korea’s Tourism Growth, Here’s All You Need to Know

Published on December 23, 2025

December 23, 2025, marked the day when South Korea celebrated a remarkable milestone in its tourism sector, welcoming the 18.5 millionth foreign tourist, something the country never thought it could achieve regarding inbound travel. This milestone marks an outstanding recovery of the tourism industry in the nation after it reached its previous high with 17.5 million international visitors in 2019. The number of arrivals is expected to reach 18.7 million at the end of the year, further signalling the growing interest of the world’s top tourists in the nation.

Global Interest in Korean Culture Fuels Tourism Growth
South Korea’s tourism growth has been driven by a variety of factors, most notably the international rise of Korean culture. The global phenomenon of K-pop, Korean dramas, and Korean cuisine has piqued the interest of tourists worldwide, drawing them to explore the country’s cultural and entertainment hubs. Visitors are eager to experience the dynamic energy of Seoul, the capital city, and its rich offerings of music, food, and art.

In addition to cultural attractions, South Korea is also a premier shopping destination. Malls, local markets, and districts such as Myeongdong, Gangnam, and Insadong have become shopping meccas for foreign visitors, particularly from neighboring countries. The country’s tourism infrastructure, including high-speed transportation systems and an increasing number of international flight connections, has also played a significant role in facilitating travel.

According to the Korea Tourism Organization, the increase in Chinese tourists was particularly notable, reflecting the region’s growing interest in Korean pop culture. Additionally, Taiwanese tourist numbers rose by 27% compared to the previous year, further emphasizing the widespread appeal of South Korea across Asia.

Strong Recovery Across Key Markets
Tourist arrivals from Japan totaled 3.61 million in 2025, marking the highest number in 13 years. This growth reflects the strengthened economic and cultural ties between the two countries, with more Japanese travelers choosing South Korea for leisure, business, and cultural experiences. Meanwhile, tourist numbers from the Middle East and Asia grew by 11.8%, while arrivals from Europe and Oceania surged by 14%. This broad-based growth across regions highlights South Korea’s appeal to diverse international markets.

The resurgence of tourism has been pivotal in helping South Korea recover from the global travel restrictions caused by the COVID-19 pandemic. Despite challenges, South Korea’s tourism sector has proven its ability to adapt and attract travelers from around the world. The government’s efforts to revitalize the sector through targeted marketing campaigns and cultural diplomacy have played a crucial role in ensuring this recovery.

Challenges Remain: Regional Tourism and Repeat Visitors
While the record-breaking tourism numbers are cause for celebration, there are still areas in need of improvement. Minister of Culture, Sports, and Tourism, Kim Dae-hyun, acknowledged that while visitor numbers have increased, repeat visitation and travel to regional destinations remain relatively low. This poses a challenge for diversifying tourism revenue and ensuring that all areas of the country benefit from the influx of international tourists.

“Our policy will focus on encouraging international tourists to explore areas beyond major cities to help revitalize regional tourism,” Kim said during a welcoming ceremony at Incheon International Airport for the 18.5 millionth visitor. The government is looking to expand its tourism offerings to smaller towns and rural areas, where cultural heritage, natural beauty, and less crowded environments could attract new visitors.

Regional Tourism Development: Broadening South Korea’s Appeal
Seo Young-chung, acting head of the Korea Tourism Organization, emphasized the importance of promoting regional tourism to ensure a balanced and sustainable recovery. “We will actively identify and promote regional content so that more global visitors can experience the country’s diverse attractions,” he stated. South Korea’s regions are home to beautiful landscapes, historical sites, and traditional villages, and expanding awareness of these destinations could help alleviate the pressure on popular urban centers while promoting a more inclusive tourism model.

South Korea’s provincial areas offer rich experiences, from the serene beaches of Jeju Island to the ancient temples of Gyeongju and the picturesque landscapes of Gangwon Province. By focusing on these regions, South Korea aims to create a more well-rounded tourism experience that benefits both urban and rural communities.

Aiming for 30 Million Tourists by 2030
Looking to the future, South Korea is setting ambitious goals for its tourism industry. At the 52nd Tourism Day ceremony in Seoul, Prime Minister Kim Min Seok outlined a target of attracting 30 million foreign visitors annually by 2030. “With the continued global expansion of Korean culture, we aim to reach 30 million annual visitors before 2030 and further solidify Korea’s position as a leading tourist destination,” he said.

This goal reflects the government’s commitment to promoting South Korea’s cultural richness, modern attractions, and unique experiences. With a focus on both attracting international visitors and strengthening the tourism sector’s sustainability, South Korea aims to further solidify its place on the global tourism map.

Tourism and Economic Growth: Benefits Beyond the Numbers
The surge in tourism has not only been a boon for the travel industry but has also provided a significant economic boost for South Korea. With an estimated USD 331.2 million in earnings from tourism since the beginning of 2025, the tourism sector remains a critical contributor to the country’s overall economic recovery. As international tourism continues to grow, South Korea is poised to reap the long-term benefits of a flourishing industry that supports jobs, businesses, and local economies.

The increase in tourism has also been a key driver in boosting consumer confidence and encouraging greater investments in tourism infrastructure. The continued expansion of the tourism sector is expected to provide ongoing opportunities for growth and development in the coming years.

A Bright Future for South Korean Tourism

South Korea’s tourism industry is on a strong upward trajectory, with record-breaking arrivals signaling the country’s global appeal. With the vibrant cultural offerings, historical landmarks, and beautiful landscapes, South Korea is well-positioned to achieve its goal of attracting 30 million visitors annually by 2030, further solidifying its place as a top travel destination in Asia.