This year, the number of foreign tourists visiting Seoul and Busan reached record highs. Seoul welcomed 8.23 million foreign visitors, a 21.3% increase from last year, while Busan saw a 43.9% rise to 2.42 million.
Not only has the number of tourists increased, but their spending has surged even more dramatically. In the first half of the year, foreign visitors spent 5.6172 trillion won in Seoul, marking a 56.8% increase compared to the same period last year. In Busan, tourism spending also rose by 63% to 591.4 billion won. The higher growth rate in spending compared to the number of tourists indicates that South Korea's tourism sector is evolving into a high-value industry centered around shopping, healthcare, gourmet experiences, and cultural activities.
The favorable exchange rate has made shopping in South Korea relatively cheaper for foreigners. However, attributing this success solely to currency fluctuations would be insufficient. The global spread of K-pop, K-dramas, K-food, and K-beauty over the past few years has fueled a desire among international visitors to experience South Korea firsthand. Tourists are increasingly seeking out filming locations from Korean dramas, visiting popular restaurants seen on social media, and trying out cosmetics and medical services. This has created a virtuous cycle where cultural content drives tourism and spending.
In Seoul, shopping and healthcare/wellness accounted for over 70% of tourism spending. In Busan, the influx of foreign visitors during BTS concerts tripled the usual crowd, and card sales around concert venues doubled. This illustrates how K-content has become a driving force for local economies, transcending its role as a mere tourism product.
Moreover, the travel patterns of tourists are changing. In Seoul, the traditional tourist routes centered around Myeongdong and Dongdaemun are expanding to include local cultural spaces like Hongdae and Seongsu. Similarly, in Busan, spending that was once concentrated in Haeundae is now spreading to areas like Busanjin-gu and Gijang-gun. Foreign tourists are now favoring experiences that allow them to engage with the daily lives and local cultures of Koreans, indicating a need for a shift in tourism policy.
It is crucial to ensure that the record number of foreign tourists benefits not only major cities but also regional areas. While local regions boast competitive tourism resources such as stunning natural landscapes, historical and cultural heritage, traditional markets, gourmet food, and festivals, there is a lack of strategies to connect these into cohesive content. Simply repeating similar festivals or expanding facilities will not attract foreign visitors.
Now is the time for a national strategy that combines K-content with local tourism. This could involve linking K-drama filming locations with regional festivals and developing experiential tourism products centered around local cuisine and traditional culture. Bundling K-beauty and medical tourism, K-food and local culinary tours, and K-pop performances with regional cultural festivals into comprehensive packages should also be actively considered. The goal should be to encourage foreign visitors to explore not just Seoul but also cities like Gangneung, Jeonju, Gyeongju, Yeosu, Andong, and Jeju.
To achieve this, improvements in tourism infrastructure, including transportation, accommodation, multilingual guidance, and digital reservation systems, must be pursued. Expanding regional airports and international routes, enhancing inter-regional transportation networks, and creating foreigner-friendly payment and reservation environments are also essential. Good content alone will not naturally lead tourists to regional areas; accessibility and convenience must be supported to increase their length of stay and spending.
The tourism industry is a representative domestic industry that creates jobs and consumption without the need for factories, similar to manufacturing. Each additional foreign tourist contributes to the growth of various sectors, including accommodation, food, shopping, transportation, culture, and healthcare. Especially in regions facing challenges due to population decline and sluggish domestic demand, tourism is one of the most effective means of revitalizing local economies. Creating a country where foreign tourists do not only visit Seoul but also stay, spend, and experience the charm of various regions across South Korea is the path to sustainable growth in the tourism industry and revitalizing local economies.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.