South Korea Surpasses Pre-Pandemic Records with 18.5 Million Tourists in 2025, Aiming for 30 Million by 2030 – A Look at the Growing Appeal of Seoul, Incheon, and Beyond

Published on December 24, 2025

South Korea has officially surpassed its pre-pandemic tourism record, welcoming 18.5 million foreign visitors in 2025. This remarkable milestone marks a significant recovery and growth in the country’s tourism sector, which has been steadily rebounding after the global pandemic. The achievement was announced at a celebratory event held at Incheon International Airport, where Charmaine Lee from Singapore was recognized as the 18.5 millionth tourist.

This surge in tourism is attributed to the country’s unique cultural exports, including K-pop, K-dramas, and the booming K-beauty industry, which continue to captivate global audiences. Additionally, the Korean Wave has played a crucial role in enhancing the country’s global appeal, contributing to the robust recovery of inbound tourism.

The government, encouraged by this success, has updated its long-term goals and is now setting an ambitious target to attract 30 million foreign visitors by 2030. With these figures surpassing the previous peak of 17.5 million in 2019, South Korea’s tourism sector is poised to set even higher standards in the coming years.

Structural Challenges Despite Record Numbers

Although the country has witnessed a sharp increase in the number of international arrivals, experts highlight a significant challenge: spending per visitor has decreased. According to recent data from Yanolja Research, the average per capita spending in 2025 was $1,010.4, marking a 15.3% drop from $1,193.1 in 2019. This reduction in spending is a major concern as the country’s tourism receipts reached $14.23 billion, recovering only 92.2% of pre-pandemic levels, despite the substantial rise in visitor numbers.

This drop in spending is attributed to the shorter stays of foreign tourists, with the average visit lasting only three to four days. Industry analysts point out that in order to generate more economic benefits, South Korea needs to increase the average length of stay. Tourists staying longer would not only boost local economies but also create more opportunities for higher-value tourism experiences.

Looking to Japan’s Strategy for Growth

With this challenge in mind, South Korea may benefit from looking to Japan’s tourism strategy as a potential model for sustainable growth. Since 2014, Japan has been focusing on attracting longer stays by encouraging travelers to explore regions outside of major cities, thus spreading the economic benefits more evenly across the country. This approach has resulted in a remarkable increase in tourism, with Japan receiving 36.87 million visitors in 2025 and generating a $41.2 billion tourism surplus.

In contrast, South Korea continues to face a tourism deficit, as the spending by outbound travelers from South Korea exceeds the money spent by inbound tourists. Outbound spending by South Koreans remains a persistent issue, and addressing this imbalance will be crucial if the country hopes to further capitalize on its tourism sector’s potential.

The Path Ahead: Structural Transformation in 2026

To address these structural weaknesses and sustain long-term growth, South Korea’s Ministry of Culture, Sports and Tourism has announced plans to initiate a “structural transformation” in the tourism sector starting in 2026. The government aims to enhance the tourism experience by implementing streamlined entry procedures, introducing dedicated transit passes for foreign travelers, and improving mobile payment systems to cater to the growing number of independent travelers.

These measures are intended to boost visitor satisfaction, encourage longer stays, and ultimately increase spending, thereby contributing to the overall economic health of the tourism sector. The structural transformation will also focus on offering more experience-based tourism opportunities that go beyond basic sightseeing. This could include promoting K-pop concerts, beauty tourism, and MICE (meetings, incentives, conferences, and exhibitions) events to attract high-spending tourists.

What Can Travelers Expect in South Korea?

For travelers, South Korea is fast becoming a premier destination, combining modern attractions with rich cultural heritage. As the tourism infrastructure continues to evolve, visitors can look forward to easier entry procedures, enhanced mobile payment options, and a growing variety of experience-based tourism offerings that go beyond traditional sightseeing. Whether it’s attending a live K-pop concert, indulging in K-beauty experiences, or participating in a MICE event, South Korea is positioning itself as a must-visit location for tourists seeking immersive and high-value experiences.

Looking Toward a Bright Future

While the structural issues remain, South Korea’s tourism sector is on track for remarkable growth. The country’s renewed commitment to attracting 30 million visitors by 2030 shows that it is optimistic about its tourism future, even as it navigates these challenges. By leveraging its global cultural influence and transforming the visitor experience, South Korea is poised to continue thriving as one of the top tourist destinations in Asia.

As the country moves forward, both tourists and local businesses can expect a more inclusive, diversified, and valuable tourism landscape that benefits all parties involved, ensuring the sustained growth of South Korea’s tourism industry.