The landscape of South Korea's accommodation market is changing. As foreign tourists drive market growth, travelers are increasingly prioritizing "out-of-room experiences" such as performances and sports over internal amenities.
The Korea Tourism Organization released a report on August 31 analyzing data from mobile communications, credit cards, and accommodation bookings, titled "Current Accommodation Trends."
The analysis revealed that total domestic overnight stays increased by 5.1% over the past three years. While domestic travelers grew by only 1.9%, the number of foreign visitors surged by 29.0%, reaching 15 times the growth rate of domestic travelers. As of the past year (June 2025 to May 2026), domestic travelers still accounted for 85.4% of all overnight stays, but the focus of growth has shifted to foreign visitors. The proportion of foreign overnight stays in major tourist cities exceeded the national average of 14.6%, with Incheon at 27.3%, Seoul at 26.3%, Jeju at 25.9%, and Busan at 20.7%.
The growth of accommodations is also diversifying geographically. Over the past three years, the proportion of accommodation bookings has significantly increased in Pyeongchang (116.9%), Andong (106.4%), and Gijang (78.5%). Improved transportation and the expansion of stay-oriented content, such as traditional guesthouses and night tours in Andong, along with the convenience of enjoying hotels, resorts, and large leisure facilities in Pyeongchang and Gijang, have made these areas emerging accommodation hubs. The share of foreign visitors staying outside the capital region also rose from 39.5% to 43.0%, highlighting a clear growth trend centered around Busan, Jeju, and North Gyeongsang Province.
Travelers' interests have shifted from "inside the room" to "outside the room." Types of accommodations emphasizing internal facilities, such as spas and pool villas, have decreased, while the proportion of bookings for themed accommodations like golf courses (199.3%), hot springs (98.9%), and water parks (56.5%) has significantly increased over the past three years. Additionally, bookings for accommodations with airport shuttles or personal lockers have also risen sharply, indicating that convenience of movement has become a key criterion for accommodation selection.
The main drivers of stay-oriented tourism are performances and sports. Accommodation bookings during weeks with performances were 16.4% higher than during non-performance weeks. In weeks when K-pop concerts were held, domestic and foreign bookings increased by 12.8% and 20.9%, respectively. Notably, analyzing performances by BTS, BLACKPINK, and Stray Kids, the increase in accommodation bookings reached 99.4% for domestic travelers and 619% for foreign travelers.
The Korea Tourism Organization noted, "When performances are confirmed, a clear fan base with a high likelihood of visiting emerges, making it effective to promote local accommodation and tourism products through social media and community platforms they primarily use."
Professional baseball also consistently generates local accommodation demand. Compared to non-game days, accommodation bookings on game days increased by 13.9%, with a rise of 41.3% during the postseason.
It is noteworthy that the regional ripple effect is significant. The increase in accommodation bookings near stadiums on game days was 4.2 times higher in non-capital regions than in the capital region. While the increase rate for game day bookings in the capital region was only 4.9%, it reached 20.5% in non-capital regions. Non-capital stadiums host games for about 60 to 80 days a year, including weekday games, creating a sustained demand for accommodations rather than a one-time spike. In Changwon, for instance, packages linking baseball viewing with local tour passes have been introduced, while Gwangju has offered combined tickets for games, train fares, and hotels.
The Korea Tourism Organization emphasized the need for tailored strategies for each region in response to these changes. They stated, "In areas like Seoul, where demand is steady and the proportion of foreign visitors is high, converting existing facilities into accommodations is necessary. In contrast, regions like Gangwon, Jeollanam-do, Jeollabuk-do, and Gyeongsangbuk-do, which experience greater seasonal demand fluctuations than the national average, need to enhance content that encourages off-peak and weekday visits."
Kim Young-mi, head of the Korea Tourism Organization's Tourism AI Innovation Division, remarked, "This analysis shows that accommodation competitiveness is not solely determined by the number of rooms but arises from the local experiences that make travelers want to stay an extra day. We must organically connect performances, sports, and leisure facilities with accommodations, transportation, and local businesses, while carefully enhancing mobility convenience to create differentiated 'reasons to stay' in each region."
* This article has been translated by AI.
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