BTS Concerts Spur Surge in Foreign Visitors and Spending Near Venues, Data Show

BTS. (Photo provided by Big Hit Music)

K-pop’s reach is extending beyond arenas and into nearby neighborhoods, with government-backed analysis showing sharp increases in foreign visitors and card spending around BTS concert sites. Foreign arrivals near a Goyang venue rose 35-fold and card spending climbed 38-fold, underscoring what officials described as spillover benefits for local businesses. Surveys also found that overseas fans stayed longer and spent more than typical visitors to South Korea, drawing attention to Hallyu-linked tourism as a potential boost to domestic demand.

◆ ‘BTS effect’ hits local streets: about 300 million won spent in three days

According to a big-data analysis by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, the number of foreign visitors in Daehwa-dong, an administrative neighborhood in Ilsanseo-gu, during the three days of BTS concerts in Goyang totaled 48,581. That was up 3,377% from 1,397 a year earlier, or about 35 times higher.

Spending rose even faster. Foreign card spending in the area jumped 3,699% over the same period, to 337.8 million won from 8.9 million won, adding momentum to small local businesses.

◆ Longer stays, higher spending: survey points to high-value visitors

A field survey by the Korea Culture & Tourism Institute found that foreign visitors who came to South Korea to attend the Gwanghwamun performance on March 21 stayed an average of 8.7 days and spent 3.53 million won per person. In the first quarter, average foreign tourists stayed 6.1 days and spent 2.45 million won, making the concertgoers’ figures about 1.4 times higher on both measures.

Attendees of the Goyang Sports Complex concerts stayed an average of 7.4 days and spent 2.91 million won, the survey found.

The visitors did more than attend concerts, expanding their itineraries to sites tied to the “BTS THE CITY Seoul” program, including Yongsan, Myeongdong, Dongdaemun Design Plaza (DDP) and the National Museum of Modern and Contemporary Art.

◆ Building K-culture travel routes to expand regional tourism

The government said it aims to spread the economic impact of major Hallyu events beyond the Seoul metropolitan area by linking concerts to regional tourism. It plans to run a “welcome week” from June 1 to 15 in connection with BTS concerts in Busan scheduled for June 12-13, seeking to draw foreign tourists to the region.

Officials also said they will continue developing signature Hallyu tourism routes that bundle regional K-pop concerts with hands-on exhibitions and drama filming locations.

Kang Jeong-won, director-general for tourism policy at the Ministry of Culture, Sports and Tourism, said the key is connecting K-culture with local tourism content so large Hallyu concerts lead to regional visits. He said the ministry will actively support efforts so regional trips by overseas visitors develop into longer, stay-based tourism.

* This article has been translated by AI.

KI SU JEONG violet1701@ajunews.com