Discover Korea Roadshow shines light on booming K-Culture as Aussies set to travel in record numbers

The Discover Korea 2024 Roadshow wrapped up this month with resounding success, shining a spotlight on South Korea’s burgeoning tourism sector.

The event, held in Sydney and Brisbane, gave attendees a comprehensive look at why travel to Korea is surging, with a particular focus on the role K-culture is playing in driving this growth.

Kicking off in the afternoon, agents were able to drop into a number of meetings with invited suppliers from Korea including Lotte Hotels & Resorts from the hotel industry, and Jeju Tourism Organization. Meetings were also available with several top DMCs from Korea such as; Jane DMC Korea, Holiday Planners, Kim’s M&T DMC Korea and more.

Attendees then moved to the Yallamundi Rooms in the Sydney Opera House for a K-Tourism Showcase and were welcomed by Korean Tourism Organization VP (international tourism) Hak-ju Lee.

“Just as Australia is one of the top travel destinations on the bucket list of many Koreans,” Lee said, “with the spread of K-Culture… Korea is emerging as a popular travel destination in Australia.

“The number of Australian tourists visiting Korea last year reached an all-time high of 198,000. As of July this year, 130,000 Australians have visited Korea which is a 28 per cent increase compared to the previous year.

“Given this trend, we expect the number of Australian visitors to Korea to surpass 200,000 for the first time this year.”

Travelling to South Korea 

With Australians travelling to Korea in record numbers – expected to surpass 2019 visitor numbers (173,000) – how is the industry keeping up with demand?

Hajku Lee’s address highlighted aviation capacity, which has increased by 41 per cent on pre-pandemic levels between Australia and South Korea with the primary age group of visitors shifting from 50-60 to 20-30.

Figures from the Korea Tourism Data Lab also highlight the percentage of visitors increasing from 47.8 per cent in 2019 to 54.3 per cent in 2023.

“Considering these factors,” Lee said, “Australia is a market where greater growth is expected in the future.”

Australian visitors to South Korea surge

K-Culture – The catalyst for Korea’s tourism boom

Over the past few years, K-culture – encompassing everything from K-pop and K-dramas to Korean fashion and cuisine – has taken the world by storm. Thanks to the global popularity of acts like BTS and BLACKPINK or Netflix hits like Squid Game, South Korea has become a cultural powerhouse, sparking international curiosity about the country’s history, lifestyle and destinations.

K-Pop band ‘BTS’ has one of the most viewed videos on YouTube in ‘Dynamite’ with 1.8 BILLION hits.

This cultural momentum has translated into a significant interest in tourism, as global fans are eager to experience the country first-hand.

The impact of K-beauty, wellness tourism and the ‘DMZ’

In addition to K-pop and K-dramas, other aspects of Korean culture are also playing a role in increasing tourism. K-beauty’s innovative skincare products and beauty rituals have cultivated a massive international following, leading to an uptick in wellness tourism.

Visitors are flocking to Korea not only to shop for the latest beauty products but also to experience traditional Korean spas, skincare treatments, and wellness retreats.

Stopovers in Korea 

A stopover in South Korea, specifically in Seoul, is a smart travel choice for Australians, and it’s only about a 10.5-hour flight away.

For transit passengers at Incheon International Airport with layovers between 24 and 72 hours, special “Stopover” packages are available.

These deals offer reasonably priced accommodations, transportation, airport lounges, and shopping vouchers, allowing travelers to explore Seoul and nearby areas.

The initiative encourages visitors to break up long-haul flights and enjoy Korea’s rich cuisine, wellness attractions, outdoor activities, and immersive tours.