South Korea Targets 30 Million Tourists by 2028

South Korea is fast emerging as a top travel destination with a boosted goal of 30 million international arrivals by 2028, driven by strong demand from global markets, digital-first marketing and expanded travel access.

Is South Korea the Next Big Global Travel Opportunity? Tourism Trends Travel Agents Must Know

South Korea has rapidly shifted gears in its inbound tourism strategy, accelerating its target of 30 million international visitors from 2030 to 2028 — a full two years ahead of the original plan. This bold move reflects surging global interest and strengthens Korea’s position as a must-sell destination for travel businesses. 

Record-Breaking Recovery & Market Momentum

After pandemic lows, South Korea’s tourism recovery is outpacing many peers in the Asia-Pacific region. Government and industry figures show inbound arrivals approaching 19 million in 2025, exceeding previous benchmarks and signalling sustained momentum.

Key growth drivers include:

• K-Culture dynamism — music, film and entertainment continue to draw global audiences.

• Stronger regional demand — particularly from China, Japan, Southeast Asia and North America.

• Improved travel connectivity — relaxed visa policies and digital entry systems. 

For travel agents and airline partners, these trends translate to expanded product demand — from standard leisure to themed cultural, luxury and regional experiences.

Strategic Shifts in Korea’s Tourism Playbook

South Korea’s tourism authorities have redesigned their growth strategy with sharper focus on quality, personalisation and digital engagement.

1. Tailored Marketing for Niche Segments

The Korea Tourism Organization (KTO) and Ministry teams are deploying data-driven, personalised campaigns targeting distinct traveller profiles:

• Culture enthusiasts and K-pop fans

• Gastronomy and beauty tourism seekers

• Solo travellers and millennials

• Luxury and experiential tourists

These campaigns aim to increase conversion through contextual messaging on key digital platforms and social channels.

What travel professionals should note:

Agents can align their offerings with curated experiences that resonate with segmented demand, such as K-beauty tours, drama-location visits and local heritage festivals.

2. Experience-Led Tourism & Beyond Seoul

While Seoul remains a gateway for most visitors, Korea is actively promoting regional destinations like Jeju Island, Busan, Gangwon and traditional heritage corridors.

This decentralisation offers more opportunities for travel planners to diversify itineraries with:

• Nature and adventure packages

• Culinary trails and local craft experiences

• Seasonal attractions such as cherry blossoms and cultural festivals

Promoting multi-city routes increases length of stay and boosts spend per traveller.

3. Digital and AI-Powered Tourism Enhancements

Korea’s tourism roadmap integrates technology to simplify travel journeys, from planning to on-ground navigation:

• Centralised mobile and web platforms for itinerary planning

• Smart guide apps and digital ticketing tools

• Enhanced visitor information systems leveraging AI and analytics

• For B2B operators, this ecosystem means richer content can be integrated into product feeds, itineraries and client touchpoints — increasing value and conversion.

Target Markets & Source Demand

South Korea’s updated strategy maintains strong emphasis on key international markets:

Source Market

Trend & Relevance

China

Largest share of visitors; policies like group visa waivers improve access. 

Japan

Rebounding solidly with robust travel flows. 

United States

Growing interest in multi-purpose itineraries.

Southeast Asia

Increasing share from Indonesia, Vietnam and ASEAN visitors. 

Agents and airlines should consider dynamic pricing, special promotions and co-branded campaigns in these markets to capitalise on rapidly rising demand.

Economic Impact on Travel & Hospitality

The rebound in inbound tourism is boosting:

• Hotel and accommodation occupancy

• Retail and F&B spending patterns

• Regional tourism infrastructure and services

As arrivals scale toward the 30 million milestone, tourism is expected to play a central role in Korea’s economic strategy — supporting jobs, investment and travel-industry business growth.

Conclusion: What This Means for Travel Professionals

South Korea’s recalibrated inbound tourism push positions the country as a high-priority destination for global travellers and sellers alike. For B2B travel agents, consolidators and airline partners, the opportunities include:

• Developing new experiential travel products

• Leveraging digital marketing insights for targeted offers

• Co-creating campaigns with carriers and local operators

• Expanding multi-destination itineraries beyond major cities

This evolving landscape underscores the need for agile product development, market segmentation expertise and strong digital promotion strategies.

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