Korea sets sights on 40 million tourists as foreign arrivals surge

방한 관광객 역대 최다 달라지는 한국 여행 트렌드

Welcome to Within The Frame, where we bring the most pressing issues across the globe into focus. I'm Kim Mok-yeon.
Korea’s tourism industry is having a record year.
More than 10-point-7 million foreign visitors came to Korea in the first half of 2026, up 21 percent from a year earlier, while their card spending surged more than 50 percent.
And it’s not just the numbers that are changing.
Visitors are coming from a wider range of countries, exploring more destinations outside Seoul, and increasingly looking for experiences built around food, beauty and everyday Korean culture.
With the government now expecting 23 million visitors this year, it’s already looking beyond its original 30-million target and preparing for an era of 40 million foreign tourists.

So what’s behind Korea’s tourism boom, how are travel trends changing, and is the country ready for the next wave of visitors?

For more on this, we connect to Shin Hak-seung, Associate Professor of Tourism at Hanyang University. Welcome.


Also joining us is Paul Hershberger, Content Creator of Tastes Seoul Good. Good to see you.


1. Let’s start with the record numbers. What’s driving Korea’s tourism boom, and how much of it comes down to K-culture?


2. And Mr. Hershberger, as more people come, are we also seeing a change in what draws them to Korea? Are food, beauty, shopping and everyday Korean culture becoming as important as K-pop and K-dramas?


3. And as those interests broaden, how is social media changing the way they travel? Are visitors increasingly planning trips around places they find online rather than traditional tourist sites?


4. And it’s not just travel habits that are changing. Korea is also seeing more visitors from the U.S., Europe and Southeast Asia. How important is this shift beyond the traditional Chinese and Japanese markets?


5. And as the visitor base expands spending is rising even faster than visitor numbers, up more than 50 percent in the first half. What’s behind that surge?


6. So when it comes to that spending, Mr. Hershberger, are visitors becoming more willing to pay for experiences rather than just shopping?
What kinds of experiences are gaining the most attention?


7. We’re also seeing more tourists venture outside Seoul. Is this becoming a meaningful shift, or is tourism still too concentrated in the capital?


8. So what actually gets foreign travelers to venture beyond Seoul?
What are they looking for in places like Busan, Gyeongju or Jeju Mr. Hershberger?


9. Looking ahead, the government is now preparing for 40 million foreign visitors a year. Is that realistic, and what needs to improve first to handle that many tourists?


10. Finally, how does Korea turn more of these tourists into repeat visitors? Mr. Hershberger, What would make people want to keep coming back?


That's where we'll leave our discussion tonight, Prof.Shin and Mr. Hershberger thank you both for joining me this evening and sharing your insights.

That will be all from us on Within the Frame.
Be sure to tune in next time as we continue to explore the stories that matter. Until then, stay informed and engaged!

#KoreaTourism #ForeignTourists #KCulture #TravelTrends #한국관광 #외국인관광객 #K컬처 #여행트렌드 #arirangnews #아리랑뉴스

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2026-08-28, 20:30 (KST)