South Korea has welcomed over 20 million foreign tourists for the first time in history. This milestone comes 14 years after the country first surpassed 10 million visitors in 2012. The increase in arrivals is attributed to the global spread of K-culture and the recovery of international travel demand.
The Ministry of Culture, Sports and Tourism announced on November 12 that the cumulative number of foreign tourists visiting South Korea has surpassed 20 million this year. As of the previous day, the number of foreign tourists who had entered the country was provisionally recorded at 19.97 million. Considering the average daily arrivals of 64,000, it is expected that the total has exceeded 20 million.
The number of foreign tourists reached 11.14 million in 2012, marking the beginning of the 10 million annual visitor era. Although the numbers continued to rise, the COVID-19 pandemic caused a significant downturn in the international tourism market. Recently, as overseas travel demand has rebounded and interest in Korean culture has surged, the number of visitors has rapidly increased.
Alongside the rise in tourist numbers, foreign spending in South Korea has also seen a substantial increase. From January to September this year, foreign tourists' spending in the tourism sector reached 15.94 trillion won, a 47.7% increase compared to 10.79 trillion won during the same period last year.
There has also been a rise in the number of foreign visitors entering through regional airports and ports. By September this year, 3.24 million foreigners had arrived via non-capital airports such as Gimhae, Jeju, Cheongju, and Daegu, accounting for 19.0% of total arrivals. This figure represents a 37.4% increase compared to the same period last year. Additionally, 1.58 million foreign visitors entered through non-capital ports, including Busan, Jeju, Seogwipo, Yeosu, and Gunsan, marking a 14.5% increase.
The growth in inbound tourism is believed to be influenced by the expansion of K-culture beyond K-pop and dramas to include food and beauty. According to the '2026 Overseas Hallyu Survey,' 55% of respondents who had experienced Korean content abroad reported that Korean food is popular in their countries, surpassing music (54%) and dramas (51%). Interest in Korean beauty products was also noted by 53% of respondents.
Furthermore, 65% of respondents indicated that Hallyu positively influences their purchasing decisions regarding Korean products and services, reflecting an increase from 58%, 64%, and 65% over the past three years. This trend shows that interest in Korean culture is extending beyond content consumption to demand for goods and services.
In response to the increase in foreign tourists, the government is working to improve entry and exit convenience and expand international flight services at regional airports. In February, a national tourism strategy meeting chaired by the president strengthened inter-agency cooperation and established measures to reduce tourist inconveniences, such as regulating excessive pricing.
On the same day, the Ministry of Culture, Sports and Tourism is set to hold a welcoming event for foreign tourists at Incheon International Airport, attended by Second Vice Minister Kim Dae-hyun. Meetings with the tourism industry and welcoming events at regional international airports will continue through the end of the year.
Culture Minister Choi Hwi-young stated, "Surpassing 20 million foreign tourists is a starting point for our leap as an 'irreplaceable tourism powerhouse.' We will thoroughly prepare for the goal of reaching 30 million foreign tourists and the capacity for 40 million."
* This article has been translated by AI.
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