Seven out of ten foreign tourists are using artificial intelligence (AI) in their travel planning, with nearly half reporting they visited places recommended by AI. This indicates that AI is influencing not just the search for travel information but also the selection of destinations and itineraries.
According to findings presented on August 27 at the '2nd Recent Trends in Korean Tourism Data Seminar' held at The Plaza Grand Ballroom in Seoul, 69.9% of respondents reported using AI in their travel preparations.
AI usage varied by age, with 83.1% of those in their 20s utilizing it, compared to just 49.6% of those in their 60s. There were also significant differences by nationality; over 90% of tourists from Saudi Arabia and Vietnam used AI, while only 34.2% of Japanese tourists did. Japanese travelers tended to rely more on traditional information channels like social media and YouTube.
The types of AI services used also differed by country. Overall, ChatGPT was the most popular, followed by Gemini and DeepSeek. In China, DeepSeek had the highest usage rate. This suggests that any AI marketing efforts targeting inbound tourists should consider the preferred services in each country.
Foreign tourists most frequently asked AI about 'where to go.' Recommendations for attractions and restaurants accounted for 58.9% of inquiries, with many also seeking advice on regional comparisons, travel itineraries, and efficient routes.
AI recommendations translated into actual travel experiences, with 45.4% of respondents visiting places suggested by AI, and 32.8% following AI-recommended itineraries. This highlights the growing influence of AI from initial searches to itinerary planning.
Information-seeking continued after tourists arrived in Korea, with 96.4% of foreign visitors searching for information during their trips. This trend was consistent across all age groups, with over 90% reporting they searched for information again. The most sought-after information included restaurants, cafes, transportation, and tourist attractions, primarily accessed through map apps and search engines.
Many tourists also adjusted their travel plans on-site, with 42.5% reporting they changed their itineraries while in Korea. Factors influencing these changes included weather conditions, local circumstances, and new discoveries made through map apps or social media.
Satisfaction with travel information varied between pre-trip and on-site experiences. While 84.6% of respondents were satisfied with the information search and booking process before their trip, satisfaction dropped to 70.8% for information found locally. This suggests that while information to encourage visits to Korea is relatively abundant, there is a lack of adequate information for selecting subsequent destinations during the trip.
The potential for expanding repeat visits to different regions was also noted, with 67.8% of returning foreign tourists visiting new areas they had not explored before. Among these, 77.5% traveled outside the metropolitan area. This indicates that providing information that connects major tourist sites with surrounding areas and content could lead to regional tourism expansion.
During the presentation, it was suggested that tourism information policy should shift focus from 'information that attracts visitors to Korea' to 'information that helps visitors choose their next destination in Korea.'
Lim Hye-min, a specialist in the Tourism Consulting Team at the Korea Tourism Organization, stated, "We need to keep information up to date so that travelers can easily find and compare nearby attractions and restaurants, and strengthen the connections between regions and tourist sites."
* This article has been translated by AI.
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