Foreign tourists visiting South Korea are increasingly frustrated with the country’s navigation, identity verification, and payment systems, despite the nation’s reputation as an IT powerhouse.
According to the Korea Tourism Organization on August 9, the number of foreign tourists visiting Korea in the first half of this year surged by 73.8% compared to the same period last year, totaling 7.7 million. This figure represents 91% of the level seen in the first half of 2019, before the COVID-19 pandemic. However, the experience of these tourists is evolving, and not always for the better.
Instead of the traditional shopping-focused trips, a new travel trend has emerged where tourists order delivery food, influenced by the spread of K-dramas and movies. Yet, many are finding it nearly impossible to navigate the local delivery apps. Most major delivery apps in Korea do not offer foreign language services or make it difficult to view food information properly. On the American social networking service Reddit, numerous users have expressed their frustration, stating that it is nearly impossible for foreigners to order delivery food in Korea. The identity verification process, which requires a Korean phone number or credit card, poses a significant hurdle.
“I didn’t realize Google Maps would be so useless in Korea,” lamented one tourist. The biggest issue foreign tourists face when traveling in Korea is navigation applications. According to a survey of foreign tourists, map apps ranked high among the most unsatisfactory aspects of traveling in Korea. Specifically, ‘Google Maps,’ which is widely used by international users, ranked first in dissatisfaction. The main reasons are the lack of essential information on maps, such as directions, restaurants, and attractions. Google Maps cannot provide full services in Korea due to government restrictions on exporting map data.
While Naver Map and Kakao Map support foreign languages, tourists have to install additional apps just for their trip to Korea. Moreover, these apps often fail to recognize English addresses, and about half of the bus stop names do not offer English translations, leading to low satisfaction. “Korea’s recognition as a K-culture powerhouse is increasing, but we cannot provide reliable international map services, which inconveniences tourists,” commented one netizen. Another added, “It would be great if the apps that Koreans use well were also designed with foreign tourists in mind. We need a solution to simplify the complex verification process.”
Industry experts emphasize the need to establish an ‘integrated gateway app’ as the first step to alleviate the inconveniences faced by foreign tourists visiting Korea. The idea is to make local platform services easily accessible. By completing identity verification through the gateway app, users could make payments without installing individual apps or signing up for memberships. They expect that integrating local platforms and application programming interfaces (APIs) through public-private cooperation to build verification and payment systems could significantly improve the experience of visiting Korea.
Critics warn that Korea might become a ‘tourism Galapagos’ due to local IT services being convenient only for residents. Despite the country’s advanced technology and high internet penetration rates, many of its digital services are tailored specifically for local residents, creating barriers for international visitors. The difficulty of using international credit cards on local platforms is a common issue faced by foreign tourists, highlighting the need for more inclusive payment solutions.
As South Korea continues to attract a growing number of foreign tourists, addressing these digital barriers will be crucial in ensuring a seamless and enjoyable experience for all visitors.
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