Published on
November 29, 2025
With a recent spike in foreign tourists visiting both established and emerging hotspots throughout the nation, South Korea’s tourism industry is experiencing an exciting transformation. Even though famous sites like Gyeongbok Palace and N Seoul Tower are still well-liked, a number of new travel destinations associated with Korean cuisine and K-beauty are gaining popularity. Travellers are venturing outside of Seoul to experience a different aspect of the nation, sparking a tourism boom that doesn’t appear to be slowing down.
High-profile individuals’ viral moments and the increasing exposure of Korean culture in international media have contributed to an increase in foreign arrivals. Some commonplace locations have become must-see locations due to the continuous influence of K-pop, K-drama, and Korean content on websites like YouTube and Instagram. The government expects a steady rise in foreign visitors as South Korea’s tourism industry flourishes; estimates indicate that 23 million people will travel there by 2029.
K-Beauty and K-Culinary Trends Fuel Tourism Growth
A key factor behind South Korea’s tourism growth is the increasing popularity of K-beauty products and the country’s vibrant food scene. In October 2025, the APEC summit in Gyeongju not only attracted global leaders but also served as a backdrop for the promotion of local tourism spots. Karoline Leavitt, the White House press secretary, visited the Olive Young store in Gyeongju, sparking an international conversation about Korean skincare. Similarly, Jensen Huang, CEO of Nvidia, dined at a local fried chicken chain, Kkanbu Chicken, in Seoul, praising the food in a moment that quickly went viral.
This combination of exposure from both social media influencers and political dignitaries has led to increased foot traffic at stores like Olive Young and Kyochon Pilbang, a concept store in Itaewon. At Olive Young, foreign shoppers now account for a substantial portion of total sales, with the store becoming a destination in itself. Similarly, Kyochon Pilbang, which blends East Asian aesthetics with a modern dining experience, reported that over 80% of its visitors were international tourists.
Rising Attractions and Shifting Shopping Habits
Beyond the staples of Seoul, several new shopping destinations are also contributing to South Korea’s tourism growth. The Hyundai Seoul, a shopping mall in Yeouido, has witnessed a surge in foreign sales, rising from 3.3% in 2022 to 15.2% in September 2025. Similarly, Daiso stores in popular tourist areas like Myeong-dong and Dongdaemun are attracting tourists with their unbeatable prices, with foreigners now making up nearly half of the store’s sales.
Tourists are not only visiting these new spots for shopping but are also seeking a deeper cultural connection, driven by the influence of Korean dramas and online content. This shift is being reflected in a broader trend of travellers seeking unique and culturally enriching experiences, which is now firmly positioned as a key driver in South Korea’s tourism growth.
A Surge in Tourist Numbers
The impact of these trends is evident in the numbers. South Korea’s inbound tourism has soared, with 16.37 million international visitors arriving in 2024, a 48.4% increase from the previous year. China remains the largest source of visitors, followed by Japan, Taiwan, and the United States. As Korea continues to invest in promoting its rich cultural offerings, including its burgeoning medical tourism sector and MICE (meetings, incentives, conferences, and exhibitions) initiatives, this upward trend is expected to continue.
Notably, Korea’s tourism sector has also benefitted from the global success of K-pop, which has heightened interest in the country’s vibrant culture, fashion, food, and beauty products. With this wave of interest, government initiatives are being implemented to attract further international investment and bolster tourism infrastructure across the country.
Challenges Facing South Korea’s Tourism Sector
While the growth in tourism is encouraging, South Korea faces some emerging challenges that must be addressed to sustain long-term success. One significant issue is the growing labour shortage in the tourism industry. Despite the rising demand, many tourism-related businesses report difficulty in hiring domestic workers. This shortage is partly attributed to the low wages and limited benefits in the sector, which have caused enrolment in tourism-related university programmes to decline.
The Korea Educational Development Institute’s data shows a sharp drop in student enrolment in tourism programmes, from nearly 45,000 applicants in 2019 to just 23,000 last year. This trend poses a long-term threat to the sector, as a lack of skilled labour could undermine the tourism experience and the country’s ability to keep up with growing demand.
To address these concerns, experts are calling for policy changes, including easing restrictions on foreign workers to fill the labour gap. They also emphasize the need for enhanced worker benefits and better long-term career development opportunities to attract talent into the sector.
Regional Disparities in Tourism
Another challenge South Korea faces is the disparity in tourism distribution across the country. While Seoul, Gyeonggi, and Incheon account for the majority of foreign visitors, other regions like Jeju and Busan are seeing more limited growth. In fact, as of May 2025, only 7.8% of foreign tourists ventured outside the capital and its surrounding areas.
To address this imbalance, the government has introduced several region-specific tourism initiatives, but the impact has been limited. Experts suggest that further investment is needed in regional infrastructure and tourism products to encourage more balanced growth across the country.
The Path Forward for Korean Tourism
Despite these challenges, the future of South Korean tourism looks promising. The industry continues to grow at an impressive rate, with projections estimating that the number of foreign visitors will reach 23 million by 2029. To support this growth, there is a pressing need for sustained government investment in both infrastructure and workforce development. Expanding direct international flight connections to regional cities and improving the quality of tourism services will be crucial to ensuring that South Korea remains an attractive destination for global travelers.
In conclusion, South Korea’s tourism sector is poised for continued success, driven by the country’s cultural influence, innovative retail experiences, and a growing demand for Korean products and experiences. By addressing labour shortages and promoting balanced regional growth, the country can fully capitalize on its rising tourism numbers and secure its position as a global tourism leader.
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