Published on
September 17, 2025
Trip.com, a leading online travel platform, took a major step in spotlighting Korea’s increasing influence on the global tourism market. During a press event held on September 17, 2025, at Paradise City Resort in Incheon, the company introduced Trip.Best, an AI-powered service designed to provide data-driven travel recommendations. The service, which curates and ranks hotels, restaurants, and travel destinations, leverages booking data and user reviews to make informed suggestions for travelers across more than 15,000 cities in 200 countries.
As Trip.com unveiled Trip.Best 2025, it was revealed that Korea was chosen as the inaugural host for this event, further emphasizing the country’s growing prominence in the global travel industry. The move also highlights Korea’s expanding role as a hub for both outbound and inbound travelers.
Korea’s Strategic Role in Global Travel
Since its launch in Korea in 2018, Trip.com has seen remarkable growth in the region. In the first half of 2025, visits to the Trip.com platform, including its website and mobile app, increased by 144 percent. This surge is reflective of the increasing loyalty of Korean travelers, with a significant rise in repeat bookings. According to Justin Hong, the general manager of Trip.com Korea, this growth is clear evidence of Korea’s emerging status as a strategic hub in the global travel market. Hong also emphasized that the expansion of loyal customers and the comprehensive analysis of diverse trend data have contributed to this upward trajectory.
With Korea ranking second in outbound travel frequency among major Asian markets—behind Singapore—the country’s outbound travel numbers are expected to reach 28.5 million in 2025. This figure demonstrates a strong recovery, nearing pre-pandemic levels. Likewise, inbound tourism to Korea is also on the rise, with 15.3 million expected visitors in 2025. These numbers point to Korea’s robust role in both inbound and outbound global travel.
Rising Demand for International Travel
The demand for long-haul international travel is also growing among Korean tourists. Destinations such as Japan, China, Vietnam, Thailand, and the Philippines remain popular among outbound travelers, but there is increasing interest in Europe and the Americas. This growing interest is reflected in the 40 percent increase in available seats for flights from Korea to Europe since 2019.
Alongside this shift in destination preferences, themed hotel bookings—including options like homestays and gourmet experiences—have surged, with homestays increasing by 697 percent and gourmet experiences by 242 percent compared to the previous year. These trends indicate a shift towards more personalized and culturally immersive travel experiences.
Inbound Tourism to Korea
In terms of inbound tourism, Korea continues to be a significant destination for international visitors, particularly from China, Japan, Hong Kong, Taiwan, the United States, and Singapore. Popular locations such as Seoul, Jeju Island, Busan, and Daegu remain favorites for foreign tourists. However, there has also been a marked rise in interest in emerging destinations, with Tongyeong, located in South Gyeongsang Province, seeing a 326 percent increase in searches year-over-year. This trend highlights the growing diversity in the types of places international tourists are seeking when visiting Korea.
One of the driving factors behind this surge in inbound tourism has been the rise of K-culture, particularly K-pop, K-dramas, and Korean food. As part of this cultural boom, interest in visiting cultural landmarks has soared. For example, there was a 115 percent increase in bookings for Gyeongbok Palace in Seoul, and searches for the National Museum of Korea grew by 34 percent. These figures reflect the increasing desire of international visitors to immerse themselves in Korea’s rich cultural heritage and modern pop culture.
Introducing the Taste of Hometown Category
One of the major features of the Trip.Best service is the launch of the Taste of Hometown category. This new addition offers a curated list of top-rated Korean restaurants, not only within Korea but also across major cities in Japan, China, Vietnam, and Thailand. This move is intended to cater to both Korean travelers abroad who wish to enjoy authentic meals from home and international travelers who want to experience Korean cuisine in these regions.
Korean users will have the ability to access these curated restaurant recommendations in countries where Korean food is popular, while non-Korean travelers can also find the best Korean dining experiences by switching their Trip.com account to Korean mode. This addition further strengthens Korea’s position as a global leader in the culinary tourism sector.
AI and Data-Driven Travel Solutions
Trip.com uses its AI-driven technology to continuously update recommendations in real-time. This system provides trusted travel solutions for users, ensuring that travelers receive the most current and highest-quality suggestions. The AI technology behind Trip.Best ranks destinations, hotels, and restaurants based on real-time booking data and reviews, giving travelers confidence in their travel choices, even in an information-heavy market.
The constantly updated nature of the Trip.Best rankings ensures that users can make informed decisions for both short-term trips and long-term planning. Trip.com has emphasized the importance of this daily updating system, allowing travelers to have access to the latest and most reliable travel recommendations at any time.
Strengthening Korea’s Position in Global Tourism
With the launch of Trip.Best in Korea, Trip.com continues to showcase the nation’s growing influence in the global tourism market. The introduction of this new, data-driven platform further solidifies Korea’s role as a central hub for travelers seeking diverse, high-quality travel experiences. From cultural landmarks to gourmet restaurants, and with the support of AI-powered recommendations, Trip.com ensures that travelers have access to the best the country has to offer.
A Bright Future for Korean Tourism
The strategic focus on Korea in the launch of Trip.Best highlights the country’s increasing role as a tourism powerhouse. As the number of both outbound and inbound travelers continues to rise, Korea’s influence on global tourism will only expand. With Trip.com leveraging cutting-edge AI technology to offer tailored travel suggestions, travelers worldwide can look forward to discovering the best of Korea, whether they are local explorers or international visitors.
link
