Post by : Rameen Ariff

South Korea is witnessing a major shift in its tourism landscape as millions of foreign travellers explore both classic attractions and newly emerging hotspots across the country. While iconic destinations such as Gyeongbok Palace, Bukchon Hanok Village, and N Seoul Tower continue to attract heavy footfall, a fresh wave of interest driven by Korean beauty products, local cuisine, and pop culture is reshaping travel trends in 2025. Visitors are moving beyond Seoul’s well-known landmarks and discovering new cultural and lifestyle experiences, creating a tourism surge that shows no sign of slowing down.

The continuous global rise of K-pop, Korean dramas, and social media content has transformed ordinary locations into must-visit destinations. Viral moments involving international public figures have further amplified this momentum. With this cultural wave growing globally, South Korea expects foreign tourist arrivals to reach nearly 23 million by 2029, marking one of the strongest growth phases in its tourism sector.

K-Beauty and Korean Food Lead a New Travel Trend

The popularity of Korean skincare and food is playing a central role in boosting tourism. During the APEC Summit in Gyeongju in October 2025, several high-profile visits captured international attention. White House Press Secretary Karoline Leavitt was seen shopping at an Olive Young store, turning the local beauty retailer into a global talking point. Meanwhile, Nvidia CEO Jensen Huang’s visit to Kkanbu Chicken in Seoul went viral after he praised the food, further spotlighting Korean cuisine.

These moments have pushed stores like Olive Young and Kyochon Pilbang in Itaewon into the spotlight. Olive Young now records a significant rise in international shoppers, while Kyochon Pilbang, known for blending modern aesthetics with traditional East Asian elements, reports that over 80% of its customers are foreign tourists. This growing demand reflects the expanding influence of Korean fashion, beauty, and food trends on global travellers.

New Shopping Destinations Drive Tourist Spending

South Korea’s retail sector is also benefiting from this tourism boom. The Hyundai Seoul in Yeouido has seen its foreign sales jump from just 3.3% in 2022 to more than 15% by late 2025. Daiso outlets in tourist hubs such as Myeong-dong and Dongdaemun are also gaining popularity, with foreigners now making up nearly half of sales due to affordable products and trending Korean lifestyle items.

These changes reflect a shift in traveller behaviour, with tourists seeking culturally meaningful experiences inspired by Korean dramas, social media influencers, and online content. The growing interest in unique local experiences is becoming a powerful driver of South Korea’s tourism expansion.

Tourist Arrivals Surge as Global Interest Rises

South Korea welcomed 16.37 million foreign visitors in 2024, marking a remarkable 48.4% increase from the previous year. China continues to be the largest source of arrivals, followed by Japan, Taiwan, and the United States. Alongside traditional tourism, sectors like medical tourism and MICE (meetings, incentives, conferences, and exhibitions) are gaining traction, strengthening South Korea’s position as a diverse travel destination.

The worldwide popularity of K-pop, Korean fashion, and beauty products has further boosted interest in the country. With strong cultural influence and global appeal, the government is actively launching new initiatives to attract foreign investment and enhance its tourism infrastructure.

Challenges: Labour Shortages and Uneven Growth

Despite the impressive growth, South Korea faces challenges that could affect long-term progress. A growing labour shortage in the tourism industry has emerged as a major concern. Many businesses struggle to hire domestic workers due to limited wages and fewer long-term opportunities in the field. This has resulted in declining enrolment in tourism programmes. The Korea Educational Development Institute reports that applicant numbers dropped from nearly 45,000 in 2019 to just 23,000 last year.

Experts believe that easing restrictions on hiring foreign workers and offering better training and financial incentives could help address the issue. Without sufficient skilled labour, delivering high-quality tourism services may become more difficult as demand continues to rise.

Another concern is the uneven distribution of tourism across regions. While Seoul, Incheon, and Gyeonggi dominate tourism traffic, destinations like Jeju and Busan are experiencing much slower growth. By May 2025, only 7.8% of foreign tourists had travelled outside the capital region, highlighting the need for stronger regional tourism development.

Future Outlook: Strong Growth Expected

Even with challenges, South Korea’s tourism future remains bright. The government is expected to invest heavily in infrastructure, promote new travel routes, and expand international flight connections to regional cities. Improving service quality and addressing labour shortages will be key to maintaining South Korea’s appeal as a global travel destination.

With rising global interest in K-culture, the country is well positioned to attract more visitors in the coming years. As South Korea continues to promote its unique blend of culture, beauty, food, and entertainment, the tourism sector is on track for sustained growth and stronger international visibility.

#Travel